The role of attention span in neuromarketing: A social psychological exploration of multi-sensory engagement among generation Z

Social psychological factors affect neuromarketing engagement, especially among Generation Z. These factors include peer influence, group identity, and social norms. In a digital environment, Generation Z's content is constantly filtered by social networks, likes, shares, and trends. This study examines how Generation Z perceives neuromarketing stimuli on visual, auditory, sensory, and emotional levels and the moderating effect of attention span on these perceptions. A quantitative method was used to conduct a cross-sectional survey of 460 Gen Z individuals as part of the study. The results indicate that visual and sensory stimuli significantly improve customer engagement. Emotional and auditory stimuli have limited effects. Since Gen Z has shorter attention spans, sensory stimuli have only a marginal impact on them. This suggests that neuromarketing strategies targeting Generation Z should prioritize visual and sensory elements while considering their limited attention spans. Tailoring content to align with social norms and peer influence can enhance engagement.