1Assistant Professor, Department of Management, Hindustan College of Arts & Science, Chennai 603103
2Principal, Hindustan College of Arts & Science, Chennai - 603103
Background: Consumer purchase decisions are largely driven by subconscious processes that are difficult to capture using traditional self-report methods. Neuromarketing, which integrates neuroscience tools such as electroencephalography (EEG) and eye-tracking, offers deeper insights into consumer attention, emotion, and decision-making. This study examines how a multimodal neuromarketing approach can predict online purchase decisions among consumers in Chennai. The rapid growth of digital commerce in India has significantly transformed consumer purchasing behavior, particularly among young online shoppers. Traditional research methods often fail to capture the subconscious influences that shape online buying decisions.
Objective: This study adopts a neuromarketing-oriented approach to examine the factors influencing online purchase intention among consumers in Chennai.
Methodology: Using an experimental and descriptive research design, data were collected from 119 active online shoppers aged 18–45 through structured questionnaires. The study analyzes the impact of demographic variables, social proof, scarcity cues, and product-related attributes such as price, brand, and image quality. Statistical tools including descriptive analysis, correlation, and regression were applied to test the hypotheses.
Findings: The findings reveal that online reviews, brand perception, product presentation, and scarcity cues significantly influence purchase intention. Although price shows a positive and significant relationship with buying behavior, its explanatory power remains limited. Rational drivers such as utility and value for money were found to exert stronger influence than emotional factors.
Conclusion: The study highlights the importance of combining logical appeal with emotional engagement in digital marketing strategies. By focusing on consumers in Chennai, this research contributes empirical insights to the growing neuromarketing and online consumer behavior literature.
Keywords: Neuromarketing, Online Purchase Intention, Consumer Behavior, Social Proof, Scarcity Cues, E-Commerce
How to cite this article: Varghese R, Uthira D. A Multimodal Neuromarketing Investigation of Online Purchase Intention: An Empirical Study among Online Shoppers in Chennai. Int J Drug Deliv Technol. 2026;16(12s): 702-706. DOI: 10.25258/ijddt.16.12s.83
Source of support: Nil.
Conflict of interest: None