Neuromarketing in the Banking Industry: New Approaches to Enhancing Product Attractiveness

Abstract

This article investigates the application of neuromarketing technologies as a strategic approach to increasing the attractiveness of banking products and services. Due to the intangible and complex nature of financial offerings — often perceived as risky or difficult to understand — consumers frequently experience hesitation and distrust. Traditional marketing methods overlook the subconscious emotional and cognitive drivers that significantly influence decision-making. Neuromarketing leverages advanced techniques such as EEG, eye-tracking, and facial coding to uncover these hidden responses, providing deeper insight into consumer behavior. When incorporated into the 7P marketing mix, neuromarketing allows banks to enhance product appeal, reshape price perception, optimize service channels, refine promotional messages, and improve customer experience. International case studies illustrate how neuromarketing contributes to building trust, reducing perceived risk, and creating personalized, emotionally engaging customer journeys. The findings confirm that neuromarketing is not simply a complementary tool but a powerful strategic resource for modern financial marketing UDC: [339.138:004.8]:336.71; JEL: M31