Abstract

The current study explores how advances in neuroscientific technique like tracking brain activity and facial reactions, are providing insights into consumer preference, emotions, and decision processes. The research has considered ethical factors, such as consumer consent and privacy, when using neuromarketing methods. The results identify knowledgeable gaps in the areas of application of neuromarketing. There is a need for further research to grasp the uses and limitations of neuromarketing technologies in modern marketing applications. Neuro-marketing provide the insights related to consumer's subconscious reactions and expressive responses to marketing stimuli. This helps marketers to understand the consumer preference, motivation, and decision-making processes. The study helps the marketers to focus on more effective and focused marketing campaigns based on personal preferences and behaviours. Neuromarketing and facial recognition technologies provide real-time tracking and feedback, which increases their conversion rate.