Exploring the Impact of Neuromarketing on Consumer Behavior in the Cosmetics Industry

Abstract

This study examines the impact of neuromarketing strategies on consumer behaviour in the cosmetic industry, focusing on age- and gender-based differences in responses to marketing stimuli. Employing a mixed-methods approach, the research combines quantitative analysis through Structural Equation Modelling (SEM) with qualitative insights from survey data. The findings reveal that neuromarketing significantly influences consumer behaviour by eliciting cognitive and emotional responses. Younger consumers, especially Millennials and Gen Z, respond positively to sustainability, inclusivity, and emotional messaging, while older consumers prioritize product efficacy and long-term benefits. Gender differences are evident, with women favoring emotional narratives and men being more influenced by practical and functional appeals. This research highlights the growing importance of neuromarketing in designing effective and ethical marketing strategies, offering valuable insights for both academic and industry applications in the rapidly evolving beauty market.