NEUROMARKETING: EXPLORING COGNITIVE RESPONSE ON CONSUMER BUYING DECISIONS TO ADVERTISEMENT OF RETAIL STORES IN OMAN

Авторы

  • Roland Getaruelas Assistant Professor, Department of Business and Management, Gulf College, Muscat, Oman orcid.org/0000-0002-9121-8894
  • Farkhanda Rauf Lecturer, Department of Business and Management, Gulf College, Muscat, Oman orcid.org/0009-0009-9984-1937
  • Muhammad Shahid Pervez Lecturer, Department of Business and Management, Gulf College, Muscat, Oman orcid.org/0009-0006-1256-3961
  • Muhammad Saleem Ullah Khan Lecturer, Department of Business and Management, Gulf College, Muscat, Oman, orcid.org/0009-0003-9706-0295
  • Khalid Abu Zayed Assistant Professor, Department of Business and Management, Gulf College, Muscat, Oman orcid.org/0009-0008-3233-903X

DOI:

https://doi.org/10.46827/ejmms.v11i1.2165

Ключевые слова:

neuromarketing, advertisement, cognitive response, consumer behaviour

Аннотация

Purpose: This study examines how neuromarketing strategies, advertisement content, and cultural factors influence customers’ cognitive and emotional responses, subsequently affecting buying intention in Oman’s retail sector. The purpose is to bridge the gap in understanding subconscious consumer behavior within an emerging market in Oman where traditional and modern retail cultures coexist. Quantitative data were collected from 170 Omani retail customers across various sectors using a structured questionnaire. Descriptive analysis, reliability testing, Pearson correlations, and multiple regression models were applied. Constructs included neuromarketing techniques (emotional appeal, sensory stimuli, attention triggers), advertisement content (emotional vs. rational), cultural factors, cognitive and emotional responses, and buying intention. Findings: Results revealed high internal consistency (Cronbach’s α = 0.756–0.913). Regression analysis showed that neuromarketing techniques (β = 0.314, p < 0.001), advertisement content (β = 0.425, p < 0.001), and cultural factors (β = 0.254, p < 0.001) significantly predicted buying intention, mediated by cognitive and emotional responses. Emotional advertisement content displayed the strongest positive effect on emotional engagement and purchase intent. Originality/Value: This study provides one of the first empirical examinations of neuromarketing in Oman, incorporating neuroscience-based perceptions with cultural dimensions to enrich understanding of consumer behavior in Oman market. It encompasses the Stimulus–Organism–Response (S–O–R) model to a Middle Eastern retail context. Practical Implications: Marketers and policymakers can influence neuromarketing tools (EEG, eye-tracking) and culturally aligned emotional appeals to design more effective advertisements that improve recall, trust, and buying intention among Omani consumers.

Биографии авторов

  • Roland Getaruelas, Assistant Professor, Department of Business and Management, Gulf College, Muscat, Oman orcid.org/0000-0002-9121-8894

    Roland Getaruelas (PhD) is a dedicated faculty member in the College of Business, specialising in Marketing education. He has extensive experience in both undergraduate and postgraduate programs, focusing on developing students’ critical thinking, creativity, and practical marketing skills. His teaching bridges marketing theory with contemporary business practices, while his research explores strategic marketing management, influencer and social media marketing, consumer insights, and marketing innovation in dynamic markets. Through this work, Roland prepares students for success in an evolving marketing landscape.

  • Farkhanda Rauf, Lecturer, Department of Business and Management, Gulf College, Muscat, Oman orcid.org/0009-0009-9984-1937

    Farkhanda Rauf (MBA) is a faculty member in the College of Business, where she teaches Accounting and Finance courses. She has extensive experience in delivering undergraduate and postgraduate curricula, with a strong focus on developing students’ analytical and practical skills. Her teaching integrates strong theoretical foundations with real-world financial applications. She also has research interests in the areas of accounting, finance, and capital markets, contributing to scholarly research and academic discourse.

  • Muhammad Shahid Pervez, Lecturer, Department of Business and Management, Gulf College, Muscat, Oman orcid.org/0009-0006-1256-3961

    Muhammad Shahid (MBA) is a faculty member in the College of Business, where he teaches Business Management courses. He has extensive experience in delivering undergraduate and postgraduate curricula, focusing on developing students’ analytical and managerial skills. He also has research interests in business management and organizational studies, contributing to academic and scholarly work.

  • Muhammad Saleem Ullah Khan, Lecturer, Department of Business and Management, Gulf College, Muscat, Oman, orcid.org/0009-0003-9706-0295

    Muhammad Saleem Ullah Khan (MBA) is a faculty member in the College of Business, specializing in Accounting and Management Accounting courses. With extensive experience in both undergraduate and postgraduate curricula, he focuses on developing students’ analytical, quantitative, and practical skills. His teaching approach effectively combines solid theoretical foundations with real-world applications in accounting and auditing. His research interests encompass accounting, management accounting, and auditing, and he actively contributes to scholarly research and academic discourse in these fields.

  • Khalid Abu Zayed, Assistant Professor, Department of Business and Management, Gulf College, Muscat, Oman orcid.org/0009-0008-3233-903X

    Khalid Abuzayed (PhD) is the Head of the Department of Business, with expertise in accounting and finance. He provides academic leadership across undergraduate and postgraduate programs, promotes excellence in teaching and learning, and integrates theory with real-world business practice. His research interests include accounting, financial reporting, and auditing.

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Опубликован

2026-03-14

Выпуск

Том 11 № 1 (2026)

Раздел

Articles