MUMBAI, India, Nov. 2 -- Intellectual Property India has published a patent application (202641125275 A) filed by Sr University on October 21, 2026, for Emotional Response And Purchase Intention: A Neuromarketing Perspective.
Inventors include Mr. Narsimgoju Bhargav; and Dr. Geetha Manoharan.
The application for the patent was published on October 30, 2026, under issue no. 44/2026.
Abstract: EMOTIONAL RESPONSE AND PURCHASE INTENTION: A NEUROMARKETING PERSPECTIVE ABSTRACT This invention presents a neuromarketing framework for examining how emotional responses influence consumers’ purchase intentions. Recognizing that buying decisions are shaped by both conscious evaluations and automatic affective processes, the proposed approach integrates behavioral observations, self-reported perceptions, and physiological indicators to develop a more comprehensive understanding of consumer preferences. The framework evaluates emotional engagement elicited by advertising messages, product design, branding, and digital shopping experiences. Measures such as facial expression analysis, eye tracking, and electrodermal activity may be combined with purchase intention assessments to identify patterns linking attention, emotional arousal, and decision-making. Analytical models are used to explore how positive and negative emotions, individual differences, and contextual factors contribute to variations in consumer responses. By translating multidimensional emotional data into interpretable insights, the invention aims to support more relevant marketing strategies, improved customer experiences, and evidence-informed product communication. It also emphasizes informed consent, privacy protection, and responsible interpretation of biometric information. The proposed framework offers a systematic means of investigating emotional drivers of purchasing behavior while avoiding reliance on conventional surveys alone, across diverse consumer segments and evolving commercial environments.
Disclaimer: Curated by HT Syndication.
