Neuromarketing's Impact on Buying Intentions: The Mediating Influence of Ethics

The empirical study examined the intricate relationship between neuro marketing, buying intentions and ethics, in the context of online customers. This study also explored how neuro-marketing methodologies, designed to access non-conscious reactions, influence the buying intentions of online custome...

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Bibliographic Details
Published inPacific Business Review International Vol. 17; no. 2
Main Authors Singh, Shivoham, Prasad, KDV, Shrimali, Devendra, Srinivas, Ved, Hiran, Divya
Format Journal Article
LanguageEnglish
Published Udaipur Pacific Academy of Higher Education and Research 01.08.2024
Subjects
Consumer behavior
Decision making
Marketing
Purchasing
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Summary:The empirical study examined the intricate relationship between neuro marketing, buying intentions and ethics, in the context of online customers. This study also explored how neuro-marketing methodologies, designed to access non-conscious reactions, influence the buying intentions of online customers. The five constructs neuro marketing, ethics in neuromarketing, interest in neuromarketing, awareness in neuromarketing, and buyer's purchase intention. A structured questionnaire was deployed to collect the data consisting of neuromarketing (5 items), buyers' purchase intentions (5 items), Interest in neuromarketing (4 items), Awareness in neuromarketing (3 items) and ethics in neuromarketing (4 items).To reach the targeted respondents who are ITemployees working in the Metro of Hyderabad, a convenience sampling technique was adopted. The other characteristic considered was the IT employee who do online shopping at least 2-3 times in a month.
ISSN:0974-438X