NEUROMARKETING AND CONSUMER BEHAVIOUR: ETHICAL IMPLICATIONS AND FUTURE PROSPECTS IN EDO STATE

This study examined the effects of neuromarketing techniques on consumer behaviour, focusing on emotional engagement and brand recall as key variables. Conducted in Edo State, Nigeria, this research targeted active consumers within the retail and e-commerce sectors, specifically adults aged 18-50. A quantitative research design was adopted, using a sample size of 60 participants selected via stratified random sampling to ensure a representative cross-section of age groups and purchasing patterns. Data were collected through structured questionnaires containing Likert-scale items designed to capture consumers’ emotional responses to neuromarketing stimuli and their ability to recall specific brands. The analysis employed descriptive statistics, correlation, and multiple regression techniques to evaluate the relationship between neuromarketing variables and consumer purchasing behaviour. Findings indicated that both emotional engagement and brand recall significantly influence consumer purchasing behaviour, underscoring the efficacy of neuromarketing techniques. This study recommended prioritizing emotional engagement in marketing strategies and maintain brand familiarity through consistent branding efforts. These insights contribute to the empirical understanding of neuromarketing, serving as a foundation for future research and the development of ethical marketing practices.

1 01 Dec, 2024

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JBMIC PORTAL SYSTEM

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