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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Published in | Pacific Business Review International Vol. 17; no. 2 |
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Main Authors | , , , , |
Format | Journal Article |
Language | English |
Published |
Udaipur
Pacific Academy of Higher Education and Research
01.08.2024
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Subjects | |
Online Access | Get full text |
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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. |
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ISSN: | 0974-438X |