{"id":"https://openalex.org/W7204954888","doi":"https://doi.org/10.56879/ijbm.v5i2.115","title":"Neuromarketing and consumer behaviour: Evaluating visual, auditory, and emotional advertising stimuli in fast food marketing","display_name":"Neuromarketing and consumer behaviour: Evaluating visual, auditory, and emotional advertising stimuli in fast food marketing","publication_year":2026,"publication_date":"2026-09-01","ids":{"openalex":"https://openalex.org/W7204954888","doi":"https://doi.org/10.56879/ijbm.v5i2.115"},"language":"en","primary_location":{"id":"doi:10.56879/ijbm.v5i2.115","doi":"https://doi.org/10.56879/ijbm.v5i2.115","is_oa":true,"landing_page_url":"https://doi.org/10.56879/ijbm.v5i2.115","pdf_url":"https://iessociety.org/index.php/IJBM/article/download/382/179","source":{"id":"https://openalex.org/S4387283101","display_name":"International Journal of Business and Management (IJBM)","issn_l":"2815-9330","issn":["2815-9330"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["abdc-c"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Business and Management (IJBM)","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://iessociety.org/index.php/IJBM/article/download/382/179","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5148879407","display_name":"Kashisha Goel","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Kashisha Goel","raw_affiliation_strings":["Chatrabhuj Narsee School"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Chatrabhuj Narsee School","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5048109626","display_name":"Sonal Gogri","orcid":"https://orcid.org/0009-0006-1012-3276","observed_orcids":["https://orcid.org/0009-0006-1012-3276"]},"institutions":[{"id":"https://openalex.org/I4210088600","display_name":"GLS University","ror":"https://ror.org/009zbth94","country_code":"IN","type":"education","lineage":["https://openalex.org/I4210088600"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Sonal Gogri","raw_affiliation_strings":["GLS University"],"raw_orcid":"https://orcid.org/0009-0006-1012-3276","affiliations":[{"raw_affiliation_string":"GLS University","institution_ids":["https://openalex.org/I4210088600"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":4.0039,"has_fulltext":true,"cited_by_count":1,"citation_normalized_percentile":{"value":0.88702696,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":91,"max":95},"biblio":{"volume":"5","issue":"2","first_page":"1280","last_page":"1308"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.4690000116825104,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.4690000116825104,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.19689999520778656,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.18950000405311584,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/neuromarketing","display_name":"neuromarketing","score":1.0},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.8180000185966492},{"id":"https://openalex.org/keywords/fast-food-marketing","display_name":"fast food marketing","score":0.9700000286102295},{"id":"https://openalex.org/keywords/visual-stimuli","display_name":"visual stimuli","score":0.6510000228881836},{"id":"https://openalex.org/keywords/auditory-stimuli","display_name":"auditory stimuli","score":0.9950000047683716},{"id":"https://openalex.org/keywords/emotional-advertising","display_name":"emotional advertising","score":0.7179999947547913},{"id":"https://openalex.org/keywords/emotional-engagement","display_name":"emotional engagement","score":0.9010000228881836},{"id":"https://openalex.org/keywords/brand-recall","display_name":"brand recall","score":0.9169999957084656},{"id":"https://openalex.org/keywords/purchase-intention","display_name":"purchase intention","score":0.8989999890327454},{"id":"https://openalex.org/keywords/dual-process-theory","display_name":"dual-process theory","score":0.8360000252723694},{"id":"https://openalex.org/keywords/stimulus-organism-response-model","display_name":"stimulus-organism-response model","score":0.9380000233650208},{"id":"https://openalex.org/keywords/ethical-perception","display_name":"ethical perception","score":0.5289999842643738}],"concepts":[{"id":"https://openalex.org/C2781183061","wikidata":"https://www.wikidata.org/wiki/Q516337","display_name":"Neuromarketing","level":2,"score":0.9358000159263611},{"id":"https://openalex.org/C96851999","wikidata":"https://www.wikidata.org/wiki/Q848369","display_name":"Subconscious","level":3,"score":0.845300018787384},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.7452999949455261},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.7257000207901001},{"id":"https://openalex.org/C2781310500","wikidata":"https://www.wikidata.org/wiki/Q1231428","display_name":"Persuasion","level":2,"score":0.6272000074386597},{"id":"https://openalex.org/C28160582","wikidata":"https://www.wikidata.org/wiki/Q2914471","display_name":"Appeal to emotion","level":3,"score":0.6031000018119812},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.5162000060081482},{"id":"https://openalex.org/C100660578","wikidata":"https://www.wikidata.org/wiki/Q18733","display_name":"Recall","level":2,"score":0.4496000111103058},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.4397999942302704},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.42100000381469727},{"id":"https://openalex.org/C147101817","wikidata":"https://www.wikidata.org/wiki/Q13443840","display_name":"Product category","level":3,"score":0.37869998812675476},{"id":"https://openalex.org/C2992252252","wikidata":"https://www.wikidata.org/wiki/Q9415","display_name":"Emotional reaction","level":2,"score":0.3625999987125397},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3199999928474426},{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.2890999913215637},{"id":"https://openalex.org/C2992166776","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Consumer research","level":2,"score":0.28360000252723694},{"id":"https://openalex.org/C23219732","wikidata":"https://www.wikidata.org/wiki/Q7247800","display_name":"Product type","level":2,"score":0.263700008392334}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.56879/ijbm.v5i2.115","doi":"https://doi.org/10.56879/ijbm.v5i2.115","is_oa":true,"landing_page_url":"https://doi.org/10.56879/ijbm.v5i2.115","pdf_url":"https://iessociety.org/index.php/IJBM/article/download/382/179","source":{"id":"https://openalex.org/S4387283101","display_name":"International Journal of Business and Management (IJBM)","issn_l":"2815-9330","issn":["2815-9330"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["abdc-c"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Business and Management (IJBM)","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.56879/ijbm.v5i2.115","doi":"https://doi.org/10.56879/ijbm.v5i2.115","is_oa":true,"landing_page_url":"https://doi.org/10.56879/ijbm.v5i2.115","pdf_url":"https://iessociety.org/index.php/IJBM/article/download/382/179","source":{"id":"https://openalex.org/S4387283101","display_name":"International Journal of Business and Management (IJBM)","issn_l":"2815-9330","issn":["2815-9330"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["abdc-c"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Business and Management (IJBM)","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7204954888.pdf","grobid_xml":"https://content.openalex.org/works/W7204954888.grobid-xml"},"referenced_works_count":13,"referenced_works":["https://openalex.org/W1997061718","https://openalex.org/W2013657470","https://openalex.org/W2014040133","https://openalex.org/W2095310830","https://openalex.org/W2112296210","https://openalex.org/W2135259298","https://openalex.org/W2146595489","https://openalex.org/W2462121937","https://openalex.org/W2613963187","https://openalex.org/W3120939107","https://openalex.org/W4324128597","https://openalex.org/W4396518571","https://openalex.org/W4405211394"],"related_works":["https://openalex.org/W7143526319","https://openalex.org/W2906274520","https://openalex.org/W7163996878","https://openalex.org/W4388645407","https://openalex.org/W6986828431","https://openalex.org/W7163727538","https://openalex.org/W4408646582","https://openalex.org/W7220153951","https://openalex.org/W4412894247","https://openalex.org/W2613963187"],"abstract_inverted_index":{"Marketing":[0],"research":[1],"has":[2],"traditionally":[3],"relied":[4],"on":[5,24,162],"self-reported":[6],"attitudes":[7],"to":[8,70,118,150],"gauge":[9],"advertising":[10,55],"effectiveness,":[11],"yet":[12],"neuroscience":[13],"evidence":[14],"suggests":[15],"that":[16],"most":[17],"purchase":[18,51,111,130,140],"decisions":[19],"are":[20],"formed":[21],"unconsciously.":[22],"Drawing":[23],"Kahneman's":[25],"dual-process":[26],"theory":[27,149],"and":[28,38,50,76,88,100,110,121,133,164,168,178],"the":[29,57,93,126],"Stimulus-Organism-Response":[30],"model,":[31],"this":[32],"study":[33,146],"examines":[34],"how":[35],"visual,":[36],"auditory,":[37,99],"emotional":[39,46,101,108,122,165],"stimuli":[40,102],"embedded":[41],"in":[42,73],"neuromarketing-oriented":[43],"advertisements":[44],"shape":[45],"engagement,":[47],"brand":[48],"recall,":[49],"intention,":[52,112],"using":[53,81],"McDonald's":[54,176],"as":[56,125],"case":[58],"context.":[59],"A":[60],"structured":[61],"questionnaire":[62],"combined":[63],"with":[64,107],"an":[65,153],"advertisement-exposure":[66],"experiment":[67],"was":[68,115],"administered":[69],"108":[71],"respondents":[72],"Mumbai,":[74],"India,":[75],"fourteen":[77,94],"hypotheses":[78,95],"were":[79,96,103],"tested":[80],"Pearson":[82],"correlation,":[83],"independent-samples":[84],"t-tests,":[85],"chi-square":[86],"tests,":[87],"one-way":[89],"ANOVA.":[90],"Eleven":[91],"of":[92,129],"supported.":[97],"Visual,":[98],"each":[104],"significantly":[105,116,138],"associated":[106],"engagement":[109,123],"jingle":[113],"recall":[114],"linked":[117],"post-exposure":[119],"visitation,":[120],"emerged":[124],"strongest":[127],"predictor":[128],"intention.":[131],"Age":[132],"visit":[134],"frequency":[135],"did":[136],"not":[137],"moderate":[139],"intention":[141],"or":[142],"ethical":[143,170],"perception.":[144],"The":[145],"extends":[147],"neuromarketing":[148],"fast":[151],"food,":[152],"under-researched":[154],"product":[155],"category,":[156],"offers":[157],"practical":[158],"direction":[159],"for":[160],"advertisers":[161],"sensory":[163],"branding":[166],"investment,":[167],"raises":[169],"concerns":[171],"about":[172],"subconscious":[173],"persuasion":[174],"given":[175],"young":[177],"impressionable":[179],"consumer":[180],"base.":[181]},"counts_by_year":[{"year":2026,"cited_by_count":1}],"updated_date":"2026-11-10T11:39:43.021295","created_date":"2026-09-02T00:00:00"}