Harnessing Emotional Engagement for Success

Abstract

This chapter delves into the integration of emotional engagement and neuromarketing, which leverages insights from neuroscience to enhance marketing strategies. Emotional engagement is essential for capturing consumer attention and fostering brand loyalty. Neuromarketing employs techniques like EEG, fMRI, and eye-tracking to understand consumer responses at a subconscious level. By examining recent studies and applications, this chapter highlights the effectiveness of neuromarketing in creating emotionally resonant marketing campaigns and discusses future directions and potential ethical considerations.