• Simran Kajla
• Dr. Sangita Rani
• Poornima Ahlawat

Neuromarketing has emerged as a transformative interdisciplinary field that integrates neuroscience, psychology, and marketing to decode the subconscious drivers of consumer behavior. This expanded conceptual paper examines the evolution of neuromarketing as a rigorous research paradigm, exploring how neurophysiological techniques such as electroencephalography (EEG), functional magnetic resonance imaging (fMRI), and eye-tracking provide deeper insights into consumer decision-making than traditional market research methods. By synthesizing recent empirical literature and theoretical frameworks from scholars including Gupta, Kapoor, and Verma (2025), Saranya, Gupta, and Laishram (2025), and Wang et al. (2024), this paper proposes an integrated conceptual model that aligns neuromarketing stimuli with consumer journey stages, emotional engagement, cognitive processing, and ultimate purchase decisions. The research reveals that approximately 95 percent of consumer decision-making occurs at the subconscious level, driven by emotional and intuitive processes that are subsequently rationalized through conscious thought. Furthermore, the paper addresses critical ethical considerations surrounding data privacy, consumer transparency, and responsible use of neurological insights. The findings demonstrate that neuromarketing is transitioning from a niche experimental practice to mainstream brand strategy, with the global neuromarketing market valued at $25.91 billion in 2024 and projected to reach $45.3 billion by 2035, exhibiting a compound annual growth rate of 5.21% (Mordor Intelligence, 2025). This paper contributes to the establishment of neuromarketing as a recognized and credible discipline within marketing research, offering valuable direction for scholars and practitioners seeking to optimize consumer engagement strategies.

neuromarketing, consumer behavior, neurophysiological techniques, brand perception, consumer decision-making, conceptual framework, emotional engagement, subconscious processing, EEG, fMRI, eye-tracking

"Neuromarketing and Consumer Behavior: An Integrated Conceptual Framework for Understanding Subconscious Decision-Making in the Digital Age", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.d746-d757, January-2026, Available :http://www.jetir.org/papers/JETIR2601398.pdf

"Neuromarketing and Consumer Behavior: An Integrated Conceptual Framework for Understanding Subconscious Decision-Making in the Digital Age", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. ppd746-d757, January-2026, Available at : http://www.jetir.org/papers/JETIR2601398.pdf