The Neural Palette: Exploring Emotional Triggers in Packaged Food Buying Decisions Through AI and Neuromarketing

Kiran Panjwani () and Sana Alam ()
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Kiran Panjwani: Indian Institute of Forest Management
Sana Alam: Indian Institute of Forest Management

A chapter in Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024), 2024, pp 468-490 from Springer

Abstract: Abstract This paper examines how Artificial Intelligence (AI) and neuromarketing tools contribute to understanding consumer purchasing decisions in the packaged food industry. Traditional market research often fails to capture the subconscious influences that drive consumer behavior, making AI and neuromarketing essential for deeper insights. Understanding buying behavior in this sector is crucial due to its economic impact. Using a descriptive research design, the study analyzes factors influencing purchasing decisions when AI and neuromarketing tools are applied. Both primary and secondary data are used, with the primary data gathered through a questionnaire targeting individuals aged 18 to 55 in Bhopal, Madhya Pradesh. A random sampling method ensures diverse representation, and data is analyzed using both statistical and thematic approaches. Ethical considerations like informed consent and confidentiality are maintained. The findings suggest that AI and neuromarketing play a significant role in emotionally influencing consumers to buy packaged foods, helping businesses not only predict what consumers want but also understand their motivations. A positive correlation between AI in neuromarketing and emotional drivers supports the industry’s growth and economic contribution. As the packaged food sector continues to expand, especially among younger consumers, understanding the effects of AI and neuromarketing can help marketers, advertisers, and the ready-to-eat industry better identify the factors driving consumer behavior.

Keywords: Artificial Intelligence (AI); Neuromarketing; Consumer Buying Behavior; Emotional Drivers; Packaged Food Industry (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-612-3_31

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