Brainwave Analysis and Consumer Preferences: a Neuromarketing Study on Advertising Campaigns.
Year: 2025
Type: article
Abstract: This study investigates the correlation between brainwave activity and consumer preferences during exposure to advertising campaigns. Through the use of neuromarketing techniques, namely with electroencephalogram (EEG) data, we investigate the emotional and cognitive responses elicited by various kinds of commercials. The purpose of the study is to evaluate how well different advertising components, such as images, music, and messaging capture consumers' attention and influence their purchasing decisions. The analysis included a sample of 150 respondents, and the preferences and decision-making processes were interpreted using both survey responses and EEG data. Significant correlations between certain brainwave patterns (alpha, beta, and gamma waves) and consumer engagement, emotional connection, and purchase intent were found via quantitative analysis. According to the findings, businesses may create more focused and successful ads by using neuromarketing techniques like brainwave analysis to get a deeper understanding of consumer psychology
Author: Nilesh, Anute
Institution: Sri Balaji University, Pune
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6912104426
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