Neuro Marketing and Consumer Mind a Grounded Theory Approach to Purchase Intent

Dr Deepika Tiwari

Abstract: This study Explores the challenges of consumer decision-making and purchase intent through a neuromarketing lens, employing a grounded theory approach. By examining the subconscious drivers of consumer decision-making, it divulges the underlying factors influencing purchase intent. The research explores the effect of brand reputation, emotional connections, and sensory experiences on consumer attitudes and behaviours, utilizing a mixed-methods approach that combines subjective and measurable data. The insights offer worthwhile observations into the neural mechanisms driving Consumer Decision-Making, offering consequences for promotional tactics or advertising approaches and contributing to the existing literature on neuromarketing and Consumer Decision-Making.

Keywords: Neuro marketing, Consumer Decision-Making, purchase intent, grounded theory, brand reputation, emotional influence, sensory experiences

How to Cite?: Dr Deepika Tiwari, "Neuro Marketing and Consumer Mind a Grounded Theory Approach to Purchase Intent", Volume 14 Issue 8, August 2025, International Journal of Science and Research (IJSR), Pages: 1187-1192, https://www.ijsr.net/getabstract.php?paperid=SR25822210935, DOI: https://dx.doi.org/10.21275/SR25822210935