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The study of how marketing stimuli impact the human brain's decision-making processes and the influences on consumer behavior.

Emotions significantly impact how consumers process and remember information, often driving purchase decisions more effectively than rational thought.

Electroencephalography (EEG) is used to measure the electrical activity of the brain to understand consumers' emotional and cognitive responses to marketing stimuli.

Functional Magnetic Resonance Imaging (fMRI) provides insights into how different brain areas are activated while processing marketing information, indicating consumers' preferences and attentiveness.

Mirror neurons play a role in empathy and imitation, which marketers can leverage to create campaigns that resonate emotionally and encourage consumers to mimic behaviors.

Colors can evoke different emotional responses and associations with products or brands, influencing purchase decisions and brand perception.

Sensory marketing targets all five senses to create compelling brand experiences and enhance memory encoding, thus influencing consumer behavior.

The perception of price can trigger pain-related responses in the brain's insula, with consumers experiencing pleasure when they perceive a deal as good.

Narratives and storytelling activate brain regions involved in making emotional connections, leading to greater brand recall and loyalty.

Subliminal messages can unconsciously affect consumer attitudes and behaviors by bypassing awareness and rational scrutiny.

The pre-frontal cortex is key in decision-making and can be influenced by marketing strategies to affect choices and judgment.

Eye tracking technology allows marketers to see what attracts consumers' visual attention and how they visually interact with advertisements and products.

Product packaging design can affect the neural pathways related to aesthetic appreciation and reward, impacting product attractiveness and purchase likelihood.

Background music in stores can influence mood, pacing, and overall shopping experience, which in turn can affect consumer spending habits.

Observing others' behavior, especially within social media, can impact consumers' brain responses and lead to conformity, often resulting in similar purchase decisions.

Scarcity can activate innate loss aversion and urgency, prompting consumers' brains to place higher value on limited or exclusive offerings.

The endowment effect is the cognitive bias in which consumers ascribe more value to things merely because they own them, which can be used to drive customer retention and upselling.

Reciprocity, where consumers feel obliged to return a favor, can create a loyalty loop influencing repeat purchases when brands offer free trials, gifts, or bonuses.

Having too many options can overwhelm the brain, leading to decision fatigue and potentially causing consumers to delay or default in their purchase decisions.

Brand associations can become stronger over time due to neuroplasticity, as repeated exposures reinforce neural connections related to a brand's identity and values.

Scents can trigger powerful memories and emotions, making olfactory marketing an effective tool for creating lasting brand impressions.

Men and women may respond differently to marketing stimuli, influencing how campaigns should be tailored to different audiences for maximum impact.

When consumers perceive attempts at persuasion are too blatant or intrusive, it can backfire, leading to resistance and the opposite intended behavior.

A positive impression in one area (such as aesthetics or brand reputation) can positively influence one's perception in other areas, affecting overall consumer attitudes and behaviors towards a brand.