Abstract

The rapid advancement of immersive technologies such as the Metaverse, Virtual Reality (VR), and Augmented Reality (AR) is transforming consumer–brand interactions by enabling interactive, multi-sensory, and personalized experiences. This chapter explores the convergence of immersive technologies and neuromarketing through a qualitative, case-based approach using secondary data from retail, entertainment, and fashion sectors. It interprets consumer experiences in immersive environments through a neuromarketing lens, linking experiential stimuli with cognitive and emotional responses. Cross-case insights highlight personalization, interactivity, and emotional engagement as key drivers of consumer behavior, while also identifying challenges related to ethics, privacy, and technology. The chapter proposes a conceptual framework connecting immersive stimuli, subconscious processing, and behavioral outcomes, offering valuable implications for researchers and practitioners.