Author(s): Pialy Saha Mondal, Avradeep Ganguly, Diptayan Bhattacheryya, Gouranga Patra,
The scenario of advertising is widely fragmented and crowded, making it more challenging to know how brief emotional and cognitive reactions become actual buying intentions at the end. Even though research on neuromarketing has shown the activation of emotion and attention by market stimuli and these responses become structured judgments of value and behavioral preparedness. Hence, this study determines how emotional and attentional response is related to buying intention and whether perceived value acts as intermediate system in this relationship in terms of fastest-growing consumer market. A survey was conducted in West Bengal, India to collect data from 450 consumers. When it comes to data analysis, it includes three stages – “Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Partial Least Squares-Structural Equation Modeling (PLS-SEM)”. Findings of the study indicate acceptable validity and reliability of constructs. As per the structural estimates, there is a direct impact of both emotional and attentional responses on purchase intention, while also working indirectly with perceived value. As per the mediation findings, value perceptions are helpful to explain transformation of affective engagement and cognitive focus into behavioral response. Overall, predictive power and strength have been observed in the model. By evaluating affective and cognitive systems together, the study provides more integrated and nuanced insights on how responses induced by promotions are combined into buying intentions, especially in emerging markets.