Neuro-Marketing Intelligence: Understanding Consumer Decision Dynamics through Emotion-Driven Data Analytics
DOI:
https://doi.org/10.52103/jms.v6i2.2211Keywords:
Neuro-Marketing Intelligence, Emotion-Driven Analytics, Consumer Decision Dynamics, Artificial Intelligence, Neuromarketing EthicsAbstract
This study aims to explore the role of neuro-marketing intelligence in understanding consumer decision dynamics through the lens of emotion-driven data analytics. The research investigates how emotional, neural, and analytical dimensions interact to influence attention, preference, and behavioral intention in digital consumer environments. Employing a qualitative literature-based approach under the interpretivist paradigm, the study systematically synthesizes empirical and conceptual findings from recent neuromarketing research published between 2015 and 2025. Data were drawn from peer-reviewed journals and analyzed thematically to identify conceptual patterns, methodological trends, and interpretive insights regarding emotion-driven decision processes. The findings reveal that emotion constitutes the central determinant of consumer decision-making, functioning as a cognitive and neural regulator that integrates perception, memory, and valuation. Emotion-driven data analytics, supported by neurophysiological tools such as EEG, GSR, and eye-tracking, enable the decoding of subconscious consumer responses, while artificial intelligence facilitates the transformation of these emotional signals into actionable marketing intelligence. The study also highlights ethical imperatives related to data privacy, transparency, and responsible AI application. Theoretically, it contributes to the development of a neuro-emotive epistemology linking behavioral economics, neuroscience, and data science. Managerially, it provides strategic implications for implementing empathic, adaptive, and ethically grounded marketing systems. The results affirm that neuro-marketing intelligence represents a paradigm shift toward human-centered, emotion-informed decision analytics in the digital economy.
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