Published Paper Details:

Neuromarketing refers to the confluence of neuroscience and marketing. It is concerned with understanding how marketing strategies are designed to elicit consumer purchases. It has now extended to the financial domain, where it is crucial in determining how investment decisions are made. investors are swayed by emotions, branding, and psychological aspects more than reasoning. Interdisciplinary research demonstrates that emotions such as fear, enthusiasm, and trust have a significant influence on investment decisions in stocks, mutual funds, and other financial instruments. Financial marketers employ neuromarketing through enticing promotional and branding campaigns. Investors are unknowingly influenced by subconscious stimuli which causes them to engage in irrational, emotional, or overly cautious investing. This paper builds on past research and behavioural finance studies to discuss the role of neuromarketing in changing investor behaviour. Grasping these matters allows financial firms to better structure their marketing and enables investors to use reasoning while making investment decisions.