March 2026 Kanika Nagpal Kiran Bala Sumanjeet Singh Arun Yadav Minakshi Paliwal Background: This study examines the effectiveness of neuromarketing stimuli shaping consumer impulsive behaviour and investigates the moderating role of consumer traits. Addressing a key gap in the literature, it integrates the Stimulus–Organism–Response (S–O–R) framework with dual-process theory to explain how neuromarketing stimuli interact with individual dispositional characteristics to influe

Nov. 2025 Julia Eremenko Vladimir Kosonogov Vladislav Aksiotis Victoria Moiseeva Anastasia Obukhova Alisa Godovanets Oksana Zinchenko Vasily Klucharev Anna Shestakova Introduction: Emotions play a crucial role in shaping consumer experiences and decisions. Neurophysiological tools offer objective markers of emotional reactions in multisensory environments, where positive valence promotes approach behavior and negative valence fosters avoidance. Methods: We applied the Osgoo

Aug. 2025 Hao Li Weihong Zeng Introduction: In recent years, relative deprivation related to consumption has sparked intense debate,...

Aug. 26, 2025 This review paper examines the influence of neuromarketing on consumer behavior research, emphasizing its origins,...

Aug. 26, 2025 This study introduces a novel construct, Spendception, which conceptualizes the psychological impact of digital payment...

Aug. 26, 2025 Neuromarketing studies human behavior through artificial intelligence (AI) technologies, which allow scientists to use...

Aug., 24, 2025 Generative AI techniques, such as Generative Adversarial Networks (GANs), Variational Autoencoders (VAEs), and...

Aug. 24, 2025 This paper conducts a systematic literature analysis on "artificial intelligence, ethical artificial intelligence,...