Time to say goodbye: A neuromarketing perspective

Abstract

Study research neuromarketing from the aspect of consumer emotions. It starts from the analysis of the phenomenon of neuromarketing and brand image. Unconscious reactions and the role of emotions in purchasing decisions are considered. The aim of the study is to research and show the influence of neuromarketing in the context of consumer choices from the aspect of emotions and AI. The study compares Keller’s theory of brand image and Damasio’s theory of emotions. The use of AI accelerates and expands the development of neuromarketing because it directs the consumer to his desires, offering him what he searches, watches, reads, and does. In the study, the ethical questions of neuromarketing are opened, because knowledge about the consumer’s desires is revealed on an unconscious level, which, using neuroscientific methods, is displayed in the brain. The role of emotions is extremely important when choosing a brand because consumers do not always react rationally. This means that emotions come to the surface as a result of triggers that we often do not consciously recognize. And precisely such feelings represent the private thing that neuromarketing detects and AI connects. The reference to the song Time to Say Goodbye is a metaphor for marketing that is put to the test of neuroscience and ethics by exposing the hidden desires of consumers. This study provides a theoretical framework about neuromarketing, AI, emotions, and ethics.