Influence of advertising through neuromarketing strategies on customers’ purchasing decision-making: a case study of Spa Ceylon

Abstract

While customer purchasing decision-making is a cornerstone of marketing research, the application of neuromarketing remains an unexplored frontier in Sri Lanka, especially within the wellness industry. This study is to find the influence of neuromarketing strategies, including sensory marketing, color psychology, emotional appeal, and subconscious priming, on consumer purchasing decisions at Spa Ceylon. Using a positivism philosophy and a deductive approach, a structured survey was conducted with 377 customers. The findings reveal a strong, positive correlation between these strategies and customer behavior, demonstrating that neuromarketing effectively shapes consumer choices. Despite limitations like reliance on self-reported data, this research provides a foundational understanding of how these techniques can be leveraged to create a competitive advantage in the luxury wellness sector.