THE ROLE OF NEUROMARKETING IN MEASURING EMOTIONAL REACTIONS TO ADVERTISING MESSAGES

This paper explores contemporary approaches in neuromarketing, with a particular focus on measuring consumers’ emotional reactions to advertising messages. Starting from the assumption that emotions play a key role in the consumer decision-making process, the paper analyzes how neurological and behavioral tools—such as electroencephalography (EEG), eye tracking, and facial expression analysis—enable a more precise understanding of unconscious responses to marketing content. In addition to a theoretical review of the literature, the paper includes an analysis of neuromarketing campaigns by well-known brands such as Coca-Cola, Nike, Procter & Gamble, and Google, thereby confirming the growing importance of applying neuroresearch in modern business practices. The conclusions indicate that neuromarketing is not merely a technological innovation, but a strategic tool that allows marketers to communicate with consumers on a deeper, emotional level.