Authors:
A. Lillyroslin, P.S. Venkateswaran, Hinda Gmati, P. Sudha, Sławomira Hajduk, Nadezhda Kunicina

Addresses:
Department of Business Administration, Dhaanish Ahmed College of Engineering, Chennai, Tamil Nadu, India. Department of Management Studies, PSNA College of Engineering and Technology, Dindigul, Tamil Nadu, India. Department of Management, Tunis Business Higher School, University of Manouba, Cité Nasr, Tunisie. Faculty Engineering of Management, Bialystok University of Technology, Białystok, Poland. Faculty of Computer Science, Information Technology and Energy, Riga Technical University, Riga, Latvia. lillyroslin@dhaanishcollege.in, venkatespsna07@psnacet.edu.in, hinda.gmati.eccofiges@esct.uma.tn, sudhap@dhaanishcollege.in, s.hajduk@pb.edu.pl, nadezda.kunicina@rtu.lv

Abstract:

This study investigates the role of neuroplasticity in shaping consumer behavior in response to marketing stimuli, emphasizing the long-term impact on purchasing decisions. Neuroplasticity, defined as the brain's ability to reorganize itself through forming new neural connections, is crucial for understanding how repeated exposure to marketing messages influences consumer preferences and brand loyalty. The research explores the mechanisms through which neuroplastic adaptations occur, highlighting the significance of emotional engagement and sensory experiences in reinforcing positive associations with brands. By integrating neuroscientific insights with marketing strategies, the findings suggest that marketers can leverage neuroplasticity to foster deeper consumer engagement and loyalty. Additionally, this study addresses ethical considerations in marketing practices, advocating for transparency and consumer empowerment. As the digital landscape evolves, understanding neuroplasticity offers a valuable framework for enhancing marketing effectiveness while promoting responsible consumer behavior. The implications extend beyond individual decision-making to encompass societal and cultural influences shaped by collective exposure to marketing messages. This research finds out the relationship between neuroscience and marketing, providing actionable insights for marketers aiming to optimize their strategies in a competitive marketplace.

Keywords: Consumer Behavior; Marketing Stimuli; Purchasing Decisions; Brand Loyalty; Emotional Engagement; Sensory Experiences; Purchasing Behavior; Neural Adaptations to Marketing Stimuli.

Received on: 21/01/2024, Revised on: 30/03/2024, Accepted on: 05/05/2024, Published on: 03/06/2024

DOI: 10.69888/FTSTPL.2024.000234

FMDB Transactions on Sustainable Technoprise Letters, 2024 Vol. 2 No. 2, Pages: 99-108

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