USING NEUROMARKETING STRATEGIES TO INCREASE THE COMPETITIVENESS OF RETAIL BUSINESSES
DOI:
https://doi.org/10.5281/zenodo.18085325Abstract
Retail competition is increasingly decided at the point where attention, emotion, and habit meet: the shelf, the screen, the store entrance, and the checkout line. Traditional marketing research remains essential, yet it often struggles to capture fast, automatic processes that shape real purchase behavior, such as split-second attention shifts, non-conscious emotional reactions, and memory encoding. Neuromarketing, positioned within the broader field of consumer neuroscience, complements conventional methods by using tools like eye tracking, EEG, and psychophysiological measures to observe how shoppers respond to stimuli before they can fully explain it in words.
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