Author: Ms. S. Bharathi

ISBN: 978-81-69857-76-5

DOI: https://doi.org/10.59646/830

Date of Publication: September 28, 2026

Preface

NeuroEconomics and Marketing: The Science of Buying Decisions presents an interdisciplinary exploration of how the human brain, emotions, cognition, and behavior influence economic choices and consumer decision-making. By integrating principles from neuroscience, economics, psychology, behavioral science, marketing, and artificial intelligence, this book examines the complex mechanisms underlying how consumers perceive products, evaluate value, respond to brands, assess risks and rewards, and ultimately make purchasing decisions. It provides a scientific perspective on consumer behavior by moving beyond conventional assumptions of rational decision-making and examining the neural processes that shape preferences, motivation, attention, emotion, memory, and choice.

The book begins with the foundations of neuroeconomics and consumer neuroscience, introducing neural decision-making, behavioral biases, reward mechanisms, dual-process theory, and major neuroscientific techniques used to study economic behavior. It then examines the roles of perception, attention, emotion, and sensory processing in marketing, followed by an in-depth discussion of cognitive biases, prospect theory, loss aversion, temporal discounting, trust, risk perception, and neurocomputational models of consumer choice. Subsequent units focus on neuromarketing technologies, including fMRI, EEG, MEG, NIRS, eye tracking, galvanic skin response, facial emotion recognition, wearable neurosensors, and AI-enabled neurodata analytics.

The later sections extend these concepts into consumer motivation, value perception, neurodesign, advertising, sensory branding, and digital marketing. Particular emphasis is placed on the integration of machine learning, big data, predictive analytics, computational neuroeconomics, recommendation systems, sentiment analysis, and multimodal neurodata for developing deeper consumer insights. Through relevant case studies and contemporary applications, the book demonstrates how emerging technologies are transforming the analysis of consumer behavior and enabling increasingly personalized and data-driven marketing strategies.

Overall, this book is intended to serve as a comprehensive academic and professional resource for students, researchers, educators, marketing professionals, business practitioners, and technology specialists seeking to understand the science behind buying decisions. By connecting brain science with modern marketing analytics and artificial intelligence, it provides a foundation for understanding the rapidly evolving landscape of consumer intelligence and evidence-based marketing.