. Samuel J. Osifo

This study examined the influence of neuromarketing strategies on consumer behaviour in healthcare providing organisations in Benin City, Edo State, Nigeria. Specifically, it investigated the roles of emotional branding, sensory marketing, attention capturing, and memory recall stimulation in shaping patient perceptions, loyalty, and engagement. The study adopted a descriptive survey research design, with data collected from 100 respondents comprising healthcare consumers and staff from both public and private healthcare facilities. A structured questionnaire was used as the primary instrument, and responses were analysed using descriptive statistics (frequencies, percentages, mean, standard deviation) and multiple regression analysis to test the research hypotheses. The findings revealed that emotional branding, sensory marketing, and memory recall stimulation significantly influence consumer behaviour, enhancing patient trust, satisfaction, and retention. Attention capturing techniques, while positively related, were not found to have a statistically significant effect on patient decision-making. Overall, the study’s regression model indicated that neuromarketing strategies collectively explained 58.4% of the variance in consumer behaviour among healthcare users in Benin City. The study concludes that incorporating neuromarketing strategies into healthcare marketing can improve patient experience, engagement, and loyalty, thereby contributing to the sustainable performance of healthcare organisations. Based on these findings, the study recommends that healthcare providers adopt emotionally engaging communication, sensory- rich environments, and memory-driven messaging to strengthen patient-provider
relationships. The study also suggests further research on additional neuromarketing factors and cultural influences to deepen understanding of consumer behaviour in the Nigerian healthcare context.