فاطمه كريمي

Abstract: This research aims to examine the impact of neuromarketing in providing lasting strategies in consumers’ minds. In today’s competitive marketing world, where consumers have numerous choices, capturing attention and staying memorable has become increasingly important. Neuromarketing, by leveraging neuroscience findings and brain imaging techniques, serves as a tool for analyzing consumer behavior and predicting their reactions to marketing messages. This study attempts to identify influential indicators of consumers’ subconscious behaviors and analyze neural responses, ultimately designing strategies that not only enhance brand awareness but also create positive emotions and lasting memories of the brand in consumers’ minds. This research focuses on the complex effects of marketing stimuli on the brain and how these stimuli interact with consumers’ emotional and cognitive processes. Specifically, it examines the direct and indirect emotional impacts of marketing messages, the encoding of these messages in long-term memory, and the role of cognitive and emotional factors in consumer decision-making. In the qualitative section, interviews with marketing experts and the Delphi method were used to develop questionnaires and determine effective indicators in this field. In the quantitative section, data were eva‎luated using statistical techniques and structural analyses. The findings of this study indicate that key elements such as emotional engagement, attention and awareness, memory encoding, decision-making stimuli, brand perception, and neurofeedback play significant roles in optimizing and creating lasting effects in consumers’ minds. These elements help marketers design messages that focus on consumers’ emotional and cognitive responses, making a deeper impact and remaining in the consumer’s memory over time. This research also explores scientific methods for optimizing marketing messages through neural data, assisting companies in designing strategies that enhance customer loyalty and improve business outcomes.

بازاريابي عصبي , راهكارهاي ماندگار , ذهن مصرف كننده

Neuromarketing , Lasting Strategies , Consumer Mind

fatemeh karimi

dr. ali bonyadi naeini