AN INVESTIGATION OF THE VALIDITY AND RELIABILITY OF NEUROMARKETING CONSTRUCTS IN INFLUENCING INDIAN CONSUMERS' BUYING BEHAVIOUR

Neuromarketing, an emerging discipline combining marketing and neuroscience, is gaining popularity for its ability to understand complex customer behaviour. Businesses are exploring neuromarketing as a strategic tool that actively maps consumer brain activity, comprehends their cognitive responses to various marketing activities and understands how marketing affects consumer psychology. The paper investigates how marketers use neuromarketing to understand consumer behavior and position themselves favourably in consumers' perception. Using an exploratory research design, the paper builds a conceptual model to explore how neuromarketing tools influence consumer behavior, eventually shaping purchasing decisions. A validity and reliability study were conducted on the components of neuromarketing to learn whether the application of neuromarketing techniques influences customer buying decisions. The online survey on the neuromarketing constructs model included 258 respondents who completed questionnaires to examine the five major components. The data were meticulously analysed using the Statistical Package for Social Science (SPSS) and the Analysis of Moment Structure (AMOS) for structural equation modelling (SEM). The outcomes of this analysis unveiled compelling insights: psychological factors such as Emotion, Attention, Memory, and Feeling, along with the Buying decision itself, wield significant and positive influence over consumer buying behavior. These findings underscore the intricate interplay between psychological dynamics and consumer decisionmaking processes, offering valuable insights for marketers and researchers alike. Keywords: Neuromarketing, Buying Behaviour, Advertisement, Brand, Pricing, Emotion, Attention, Memory, Feeling, Buying Decision.