Abstract
Metaverse is opening new avenues of opportunities for product manufacturers, as well as service providers, and with this focus in mind, the present research proposes the scope and challenges that the application of Neuromarketing in virtual worlds faces across different disciplines and business segments. The immense growth potential that is currently untapped in the metaverse domain can be taken to a different level altogether with the help of neuromarketing applications. This study will analyze the impact of augmented and virtual reality on customer purchase behavior in the virtual world. The stress has been provided to understand customer purchase behavior through a framework model of consumer behavior in augmented shopping reality. The study also discusses the various challenges for customer purchase behavior in the virtual world along with the future direction for research to fill the knowledge gaps in the area under study.
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