Neuromarketing and Customer Emotions: Impact on Purchase Decisions of Gen Z Customers

ABSTRACT Neuromarketing is an emerging field that combines neuroscience, psychology, and marketing to understand how consumers respond to marketing stimuli. Traditional marketing research mainly focuses on surveys and self-reported opinions, whereas neuromarketing explores subconscious emotional and cognitive responses that influence consumer behavior. By using tools such as eye-tracking, electroencephalography (EEG), facial coding, and biometric analysis, marketers can study how consumers react to advertisements, product designs, and brand messages. Generation Z, which includes individuals born between the mid-1990s and early 2010s, is a highly influential consumer group in today’s digital economy. This generation is highly connected to digital technology and social media platforms, making them more responsive to emotionally engaging and visually appealing marketing campaigns. Emotional responses such as excitement, happiness, trust, and curiosity often influence their purchase decisions. This research paper examines the relationship between neuromarketing techniques, customer emotions, and the purchase decisions of Gen Z consumers. The study highlights how emotional triggers in marketing strategies can significantly influence consumer behavior and brand engagement. The findings suggest that emotional and personalized marketing strategies can effectively influence Gen Z consumers and increase purchase intention.