Neuromarketing and CTA Design in E-Commerce: Consumer Responses and Ethical Insights – A Systematic Literature Review
DOI:
https://doi.org/10.62737/venxrs79Keywords:
Neuromarketing, Call to action (CTA), Consumer Response, E-Commerce, Ethical InsightAbstract
In study on neuromarketing in e-commerce has grown substantially. Although earlier research has used neuroscience approaches to analyse consumer behaviour, there remains not enough of systematic classification of studies that examine how design factors like layout, colour, and call-to-action (CTA) influence online decision-making. In order to fill this gap, 39 peer-reviewed articles were systematically reviewed in the literature. Four research themes emerged from a thorough assessment and thematic analysis: (1) use of neuromarketing as an e-commerce driver; (2) effectiveness of calls to action; (3) consumer reactions; and (4) application and ethical implications. Additionally, a theme framework was created to connect neuromarketing insights with conversion behaviors, psychophysiological reactions, and visual attention in online purchasing environments. The result has showed that the neuromarketing is the revolutionary techniques it understands the consumer behaviour and the preferences but even after identification of the need the consumer behaviour can changed as it’s depended on how information is transformed.
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