The Impact of Neurocognitive Training on Brain Fitness, Emotional Intelligence, and Consumer Buying Behaviour Influenced by Influencer Marketing
Abstract
Monika Khatwani and Violin Sara Thomas*
This study examined the effect of brain fitness, emotional intelligence (EI), and sensitivity to effect on marketing procurement behavior. A total of 300 participants (150 men and 150 women) aged 20–30 years were admitted to India and the United States. Participants had to undergo a four-week neurocognitive training intervention, with the Cognitive Fitness Scale (CFS), Schutte Self-Report Emotional Intelligence Test (SSEIT), and Influencer Marketing Impact Scale (IMIS), with an assessment of pre-and subsequent training, with an assessment of four- week and subsequent training. The results of two-way ANOVA revealed significant reforms in both brain fitness (η2 = .24, P <.001) and emotional intelligence (η2 = .18, p = .001), after intervention, despite the penis or nationality. Emotional intelligence reforms among women were more pronounced, while American participants reported a little higher score than Indian participants. Corrected analysis indicated a weak but significant negative relationship between impressive marketing perceptions and neurocognitive benefits (r = -11, P = .049), while EI reforms showed no significant relations with impressive marketing (r = -.03, p = .64). These findings suggest that neurocognitive training enhances cognitive and emotional abilities in cultural contexts, while impressive marketing is mainly operated through a heuristic persuasion system rather than deep neurological or emotional processing. Implications extend to educational policy, organizational training, and consumer awareness programs.