Impact of Virtual Reality on Consumer Purchase Intentions: A Neuromarketing Perspective

Abstract

Virtual Reality (VR) has emerged as a transformative tool in digital marketing, offering immersive and interactive experiences that foster deeper emotional connections between consumers and brands. This article explores the impact of VR on consumer purchase intentions from a neuromarketing perspective. It highlights how VR enhances consumer engagement by providing realistic, personalized experiences that influence decision-making processes. By analysing emotional and cognitive responses through neuromarketing techniques, such as EEG and fMRI, the study reveals that VR marketing significantly enhances consumer trust, brand loyalty, and purchase intent. The paper also compares VR marketing with traditional digital methods, demonstrating that VR’s immersive qualities lead to higher engagement and more informed purchasing decisions. The research underscores the growing relevance of VR as a competitive tool in the evolving digital marketing landscape, offering strategic insights for businesses aiming to capitalize on this technology.