Impact of Neuromarketing Stimuli on Impulse Buying Behaviour: A Study of Consumers in Sagar District

In the contemporary retail landscape, understanding the neurological and psychological underpinnings of consumer behavior has become imperative for sustainable competitive advantage. Neuromarketing, defined as the systematic application of neuroscientific methods to analyze and understand consumer responses to marketing stimuli, has emerged as a paradigm-shifting approach to decoding purchase decisions (Alsharif et al., 2023). Recent neuroscientific research indicates that approximately 95% of consumer decision-making occurs at the subconscious level, fundamentally challenging traditional market research methodologies that rely predominantly on conscious, self-reported data (Harvard Business Review, 2023). The global neuromarketing industry has experienced exponential growth, with market valuation reaching USD 1.71 billion in 2025 and projected to reach USD 2.62 billion by 2030, representing a compound annual growth rate of 8.89% (Mordor Intelligence, 2023). This growth reflects increasing recognition among marketers that understanding neural and physiological responses to marketing stimuli provides deeper insights into consumer behavior than conventional research approaches (Goncalves et al., 2024). Major global corporations including Coca-Cola, Starbucks, Nike, and Google have successfully integrated neuromarketing insights into their strategic marketing frameworks, achieving measurable improvements in consumer engagement and sales performance (Forbes, 2023). Impulse buying, characterized by unplanned, spontaneous purchases triggered by immediate stimuli, represents a significant phenomenon in consumer behavior. Studies suggest that impulse purchases account for 40-80% of all retail purchases across various product categories (Bellinger et al., 1978). The prevalence of impulse buying has intensified with the proliferation of sensory-rich retail environments designed to stimulate subconscious purchase decisions. Neuromarketing stimuli—encompassing visual elements (colours, packaging design, product placement), auditory cues (background music, ambient sounds), and sensory experiences (scent, tactile interactions)—have been shown to significantly influence these spontaneous purchase decisions (Viegas et al., 2023). Despite growing research interest in neuromarketing globally, studies examining its impact in tier-2 tier -3 Indian cities remain limited. Sagar District in Madhya Pradesh represents a rapidly developing urban market with increasing retail penetration and evolving consumer preferences. Understanding how neuromarketing stimuli influence impulse buying behavior in this context provides valuable insights for retailers seeking to optimize their marketing strategies in emerging Indian markets. This study integrates the Stimulus-Organism-Response (S-O-R) framework, which posits that environmental stimuli (neuromarketing cues) influence internal states (emotional responses), which subsequently affect behavioral outcomes (impulse buying) (Chen & Yue, 2023). By examining the mediating role of emotional responses and the moderating effects of demographic variables, this research contributes to both theoretical understanding and practical application of neuromarketing principles.

LITERATURE REVIEW

2.1 Neuromarketing: Theoretical Foundation

Neuromarketing represents the intersection of neuroscience, psychology, and marketing, utilizing advanced technologies such as electroencephalography (EEG), functional magnetic resonance imaging (fMRI), eye-tracking, and galvanic skin response (GSR) to measure consumer responses to marketing stimuli (Alsharif et al., 2023). The field emerged from recognition that traditional market research methods, including focus groups and surveys, often fail to capture authentic consumer responses due to social desirability bias, limited articulation ability, and the predominantly unconscious nature of decision-making (Dowling et al., 2020).

2.2 Neuromarketing Stimuli and Consumer Behavior

Research identifies three primary categories of neuromarketing stimuli that influence consumer behavior:

Visual Stimuli represent the most extensively studied neuromarketing dimension. Research indicates that 63.8% of consumers demonstrate high responsiveness to visual neuromarketing stimuli (Malfitano et al., 2024). Visuals element significantly impacts on attention allocation and purchase decisions. For example, Campbell's Soup redesigned its packaging after neuromarketing studies revealed that warmer colours and simplified text created stronger emotional engagement, resulting in increased sales. (Eye-tracking studies demonstrate that strategic visual placement can increase product consideration by up to 40% (Gonchigjav, 2020).

Auditory Stimuli encompasses background music, ambient sounds, and brand jingles. Research shows that 52.6% of consumers exhibit moderate reactions to auditory stimuli, with 32.8% demonstrating high sensitivity (Malfitano et al., 2024). Music tempo, volume, and genre can significantly affect shopping behaviour. For instance, slower tempo music encourages longer store visits and increased spending, while faster tempo music accelerates shopping pace (Cha et al., 2020).

Sensory or Kinesthetics stimuli relates to touch, smell, and taste experiences. Studies indicate that 58% of consumers show moderate responses to sensory stimuli, with 25.3% exhibiting high responsiveness (Malfitano et al., 2024). Starbucks exemplifies effective sensory marketing by grinding fresh coffee beans in-store to create an inviting atmosphere, even discontinuing certain food items whose scents interfered with the signature coffee aroma (Neuroscience Marketing, 2023). Apple encourage customers to physically interact with devices in stores enhances trust and increases purchase intent (Forbes, 2023).

2.3 Impulse Buying Behavior

Impulse buying represents unplanned purchases characterized by spontaneity, reduced cognitive evaluation, and heightened emotional arousal (Stern, 1962). Psychological research identifies several key drivers of impulse purchases: emotional states, self-control, personality traits and external marketing stimuli (Thakkar, 2024). Recent neuromarketing studies reveal that impulse purchases activate specific brain regions associated with reward processing, particularly the ventral striatum and prefrontal cortex, highlighting the neurological basis of emotionally driven purchasing decisions (Montague et al., 2006). A multi-sensory marketing study conducted in Vietnam with 450 consumers found that emotional states mediating the relationship between sensory marketing and impulse purchases, thus validating the S-O-R framework's applicability to understanding impulse buying mechanisms (Savi? et al., 2024).

2.4 Emotional Responses as Mediators

Emotions represent powerful drivers of impulse buying behavior. Studies consistently demonstrate that positive emotions such as excitement lower self-control and increase impulse purchases, while negative emotions like stress can trigger impulsive buying as a coping mechanism (Herabadi, 2001; Mogilner et al., 2012). Neuromarketing studies demonstrate that emotional reactions occur before conscious reasoning. Advertisements that evoke strong emotions generate up to 23% higher sales potential (Source PR, 2024). PayPal’s biometric studies found that emphasizing speed and convenience in advertisements increased engagement by 20% (Forbes, 2023). A comprehensive study in Piura, Peru, reported a strong correlation (p = 0.823, p < 0.01) between neuromarketing dimensions and purchase decisions, demonstrating strong positive relationships mediated by emotional responses (Malfitano et al., 2024).

3. Research Objectives

• To assess the impact of neuromarketing stimuli on impulse buying behavior among consumers in Sagar District.
• To examine the mediating role of emotional responses in the relationship between neuromarketing stimuli exposure and impulse buying behavior.

4. Research Methodology

4.1 Research Design and Framework

This study adopts a quantitative, cross-sectional research design to examine the influence of neuromarketing stimuli on consumers’ emotional responses and impulse buying behavior in retail environments. The research is grounded in a positivist epistemological paradigm, emphasizing objective measurement and statistical validation of relationships among constructs. The conceptual model is anchored in the Stimulus–Organism–Response (S-O-R) framework, where neuromarketing stimuli represent environmental stimuli (S), emotional responses act as organismic states (O), and impulse buying behavior constitutes behavioral outcomes (R).

4.2 Population and Sample

The target population comprised adult consumers (18 years and above) residing in Sagar District, Madhya Pradesh, who actively engage in retail shopping. Respondents were required to reside in Sagar District and have shopped in retail stores at least twice during the previous month and possess adequate literacy to complete the questionnaire. A total of 245 questionnaires were distributed across multiple retail locations using a convenience sampling approach. After data screening, 218 valid responses were retained, resulting in an 89% usable response rate, which is considered sufficient for multivariate analysis.

4.3 Measurement Instrument

Primary data were collected using a structured, self-administered questionnaire adapted from established neuromarketing and consumer behavior scales and contextualized for Indian retail settings. All constructs were measured using five-point Likert scales. Neuromarketing stimuli were operationalized through three dimensions: visual stimuli (6 items), auditory stimuli (5 items), and sensory stimuli (5 items). These items were adapted from established scales including those developed by Krishna (2012) for sensory marketing, Bitner (1992) for service scapes, and Viegas et al. (2023) for neuromarketing stimuli, with modifications to reflect Indian retail contexts. For capturing consumers’ perceptions of in-store environmental cues. Emotional responses were measured using 6 items assessing affective reactions to the retail environment. Scale adapted from the Positive Affect and Negative Affect Schedule (Watson et al., 1988) and scales measuring consumer emotions in retail contexts (Machleit & Eroglu, 2000). Impulse buying behavior was assessed using 6 items measuring the frequency and intensity of unplanned purchases. Likert scales adapted from established impulse buying scales developed by Rook and Fisher (1995) and Beatty and Ferrell (1998), with contextual adaptations for Indian consumers. Demographic variables were collected separately.

4.4 Instrument Validation

An initial pool of 35 items was generated from validated scales. Following expert review, 13 items were modified or eliminated, resulting in a refined instrument of 28 items. The questionnaire was pilot tested with 35 respondents from retail locations in Sagar District. Item-total correlations and internal consistency were examined, with items below 0.40 revised or removed. Cronbach’s alpha values exceeded 0.75 for all constructs, indicating acceptable reliability. Minor wording refinements were made prior to final data collection.

4.5 Data Collection and Analysis

Data were collected over a three-month period (September–November 2025). Of the 245 administered questionnaires, 27 were excluded due to incomplete responses, response bias, or multivariate outliers, yielding 218 usable observations. Data analysis was conducted using IBM SPSS Statistics Version 26.0. Analytical procedures included descriptive statistics, reliability analysis, correlation analysis, regression analysis, and moderation analysis.

RESULTS

The demographic characteristics of the 218 respondents are presented in Table 1. The sample comprised 59.2% male (n = 129) and 40.8% female (n = 89) respondents, reflecting the gender distribution typical of retail shopping participation in semi-urban Indian markets where both genders actively engage in shopping activities.

Table 1: Demographic Profile of Respondents (N=218)

The majority of respondents (67.4%) were below 35 years of age, consistent with the younger demographic profile of tier-3 Indian cities experiencing economic growth. Education levels were distributed across three categories: 28.4% below graduate, 47.2% graduate, and 24.3% postgraduate, indicating a relatively educated consumer base. Monthly income distribution showed 35.8% earning below ?25,000, 43.1% in the ?25,000-50,000 range, and 21.1% above ?50,000. The sample included 64.7% urban and 35.3% rural residents, reflecting Sagar District's semi-urban character.

5.1 Reliability and Validity Assessment

Reliability analysis using Cronbach's alpha was conducted for all multi-item scales. Results are presented in Table 2.

Table 2: Reliability Statistics

All constructs demonstrated excellent internal consistency reliability (α > 0.80), substantially exceeding the conventional threshold of 0.70 recommended by Nunnally and Bernstein (1994). Mean inter-item correlations ranged from 0.508 to 0.575, falling within the optimal range of 0.15-0.50 for scales with 5-6 items (Clark & Watson, 1995), indicating that items measure coherent constructs without excessive redundancy.

5.2 Descriptive Statistics and Correlations

Table 3 presents descriptive statistics for all study variables and their intercorrelations.

Table 3: Descriptive Statistics and Correlation Matrix

Note: M = Mean; SD = Standard Deviation; Skew = Skewness; Kurt = Kurtosis

Respondents reported moderate-to-high exposure to all neuromarketing stimuli, with visual stimuli receiving the highest mean rating (M = 3.78, SD = 0.74), followed by emotional responses (M = 3.69, SD = 0.73), sensory stimuli (M = 3.61, SD = 0.78), impulse buying behavior (M = 3.51, SD = 0.79), and auditory stimuli (M = 3.46, SD = 0.82). All mean values exceeded the scale midpoint, indicating favourable perceptions of retail environments and moderate emotional engagement. Skewness (−0.35 to −0.19) and kurtosis (−0.15 to 0.24) values were within acceptable thresholds, supporting univariate normality and the use of parametric techniques. Correlation analysis revealed significant positive associations among all variables (p < .01). Emotional responses exhibited the strongest relationship with impulse buying (r = .792), underscoring their mediating role. Among stimuli, visual cues showed the strongest association with impulse buying (r = .738). Intercorrelations among stimuli remained below 0.70, indicating adequate discriminant validity. Overall, the results align with the S-O-R framework.

5.3 Testing Direct Effects: Multiple Regression Analysis

Multiple regression analysis was conducted to test direct effects of neuromarketing stimuli on impulse buying behavior. Results are presented in Table 4.

Table 4: Multiple Regression Analysis - Direct Effects on Impulse Buying Behavior

The regression model explained 61.4% of the variance in impulse buying behavior (R² = .614, Adjusted R² = .609), indicating substantial predictive power. The overall model was highly significant, confirming that neuromarketing stimuli collectively exert strong effects on impulse buying. All three neuromarketing stimuli types demonstrated significant positive effects on impulse buying behavior:

Visual Stimuli: β = .512, t = 9.271, p < .001, 95%. Visual stimuli exhibited the strongest standardized effect, indicating that a one standard deviation increase in visual stimulus exposure corresponds to a .512 standard deviation increase in impulse buying, holding other stimuli constant.

Auditory Stimuli: β = .387, t = 7.038, p < .001, 95%. Auditory stimuli demonstrated a moderate yet significant effect.  Although weaker than visual and sensory effects, auditory cues independently contribute to impulse buying behavior.

Sensory Stimuli: β = .441, t = 7.982, p < .001, 95%. Sensory stimuli showed a substantial effect, and confirming that haptic, olfactory, and atmospheric elements significantly influence spontaneous purchases. Variance Inflation Factor (VIF) values ranged from 1.745 to 1.957, well below the threshold of 5.0, indicating no multicollinearity concerns. These findings report objective 1: All three types of neuromarketing stimuli (visual, auditory, sensory) significantly and positively impact impulse buying behavior among Sagar District consumers.

5.4 Mediation Analysis: Role of Emotional Responses

To comprehensively test Objective 2, Hayes PROCESS macro Model 4 was employed to examine the mediating role of emotional responses in relationships between neuromarketing stimuli and impulse buying behavior. Bootstrapping with 5,000 resamples was used to generate 95% confidence intervals for indirect effects. Results are presented in Table 5.

Table 5: Mediation Analysis Results - Emotional Responses as Mediator