The Role of Neuromarketing in Understanding Customers’ Value Perception in Digital Marketing

neuromarketing, digital marketing, customer value perception, emotional trigger, integrated resort, consumer behaviour, brand responses

This paper seeks to address the relevance of neuromarketing in appreciating the value perceptions of customers in online marketing settings, with a special case of branded integrated resorts in Southeast Asia, with specific references to Malaysia. This research seeks to apply the basic concepts of neuromarketing as a tool for appreciating the effects of emotional triggers, sensory responses, and subconscious cognitive influences on the values of customers. A combination of research methods was undertaken in carrying out this research. This included the laddering interview session of twenty Malaysian consumers aimed at appreciating emotionally and psychologically influencing values through the means-end theory approach. An online survey was also conducted with the objective of determining the effects of emotional values, as well as altruistic values, in influencing online integrated resort brands. This research manuscript demonstrated that emotional values, as well as altruistic values for brand tourism development in emerging economies, accounted for a significant influence on customer loyalty; conversely, economic values accounted for a secondary influence. Neuromarketing provided a valuable framework for visualizing the impact of emotional stimuli on values as it pertained to online settings.