Neuromarketing and AI Application to Consumer Behavior Research

Traditional marketing research methods have many limitations, including high time and cost requirements and a limited ability to draw conclusions about actual consumer behavior as opposed to declared intentions. These challenges have prompted growing interest in neuromarketing, which investigates biological and neurological responses to marketing stimuli. The value of such methods depends on researchers' ability to interpret diagnostic results in a meaningful marketing context (Kenning & Linzmajer, 2011; Morin, 2011). More recently, artificial intelligence (AI) has emerged as a promising enhancement to neuromarketing techniques. This chapter aims to identify and evaluate neuromarketing methods used to study consumer behavior and to assess the potential of AI to enhance these techniques. In particular, the chapter focuses on how AI can enable real-time reaction analysis, personalize emotional engagement, and predict future consumer behavior.