Neuromarketing has become an important area of marketing research because it explains how consumers respond to advertising cues at the levels of attention, emotion, memory, trust and value judgement. The present study, titled A Study on Selected Neuromarketing Stimuli Affecting Consumers’ Purchase Intention, aimed to analyse the influence of selected neuromarketing stimuli on consumers’ purchase intention using multiple regression analysis. A quantitative research approach was adopted with a descriptive and analytical research design. Primary data were collected from 186 respondents through a structured questionnaire containing 28 Likert scale statements across seven constructs: consumer attention, emotional response, brand recall, visual appeal of advertisement, trust in brand, perceived product value and consumer purchase intention. Reliability results indicated acceptable internal consistency across all constructs. The regression findings showed that the selected neuromarketing stimuli collectively explained 44% of the variance in consumer purchase intention, and the overall model was statistically significant. Perceived product value, trust in brand and emotional response appeared to contribute more strongly to purchase intention. The study highlights the practical relevance of designing advertisements that combine visual appeal, emotional engagement, brand credibility and value communication to strengthen consumers’ willingness to consider advertised products.
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