Neuromarketing: Understanding the effect of emotion and memory on consumer behavior by mediating the role of artificial intelligence and customers' digital experience

Artificial Intelligence (AI) techs help businesses turn internal and external data into real gold by analyzing customer data, extracting valuable insights, and offering individual solutions. The current study aimed to identify the mediating effect of artificial intelligence and digital experience on the relationship between neuromarketing (emotional appeal and memory encoding) and consumer behavior. The current study was applied to consumers within the MENA region by using an online questionnaire self-administered by (837) individuals. The study hypotheses were all accepted, and results confirmed that there is a mediating effect of AI and digital experience (DX) on the relationship between neuromarketing (emotional appeal and memory encoding) and consumer behavior. The degree to which digital experiences can modulate the association between emotional appeal, memory encoding, and consumer behavior, is not absolute; other factors and external cues that may be integral parts of a seller's marketing campaign remain relevant as well. The marketing strategy, quality of the product, prices, and effect of the enclosing environment influence consumer behavior from the digital dominion. Consequently, the comprehensive study of the digital situation is the premise of comprehending as well as using the mediating influence of digital experience on a consumer's mind. The study supports the idea that it is crucial for digital experience to bring up good feelings and provide opportunities for better information memory. Building visualizations that are appealing, interactive, and immersive to the users is intended to keep them interested and promote remembering. Through this approach, information on the brand can be associated with, recalled, and can become a significant decisive factor in future purchase decision-making. (c) 2024 Growing Science Ltd. All rights reserved.