HOW NEUROSCIENCE IS REDEFINING ADVERTISEMENTS: MEASURING EMOTIONAL TRIGGERS IN AD CAMPAIGNS

In the evolving landscape of digital marketing, traditional advertising methods are increasingly being complemented and at times, challenged by insights from neuroscience. This study investigates the neural and emotional underpinnings of consumer engagement with emotionally charged advertisements, particularly in the context of digital and social media platforms. By examining emotional triggers such as storytelling, visuals, and music, and their influence on consumer behaviour, the research integrates self-reported data with theoretical neurophysiological frameworks. A sample of 237 respondents participated in a structured survey, with data analysed using ANOVA and SPSS to assess the predictive strength of emotional engagement on ad effectiveness. Results confirmed that emotional triggers significantly impact brand recall and purchase intent, with heightened effects observed among individuals high in extraversion. While neuroscientific methods hold promise, self-reported data proved comparably effective for gauging emotional engagement. Cultural diversity emerged as a moderating factor, weakening the mediating influence of emotional engagement in diverse audiences. These findings underscore the necessity for emotionally intelligent advertising strategies that are both psychologically attuned and culturally adaptive. The study contributes to the growing discourse on neuromarketing and highlights practical pathways for crafting emotionally resonant, data-driven ad campaigns in a globalized digital marketplace. Keywords: Emotional Triggers, Emotional Engagement, Ad Effectiveness, Extraversion, Purchase