Driving Desire: A Neuromarketing Comparison of Client Acquisition Strategies in Ferrari and Lamborghini

This thesis explores the role of neuromarketing in shaping consumer perception, emotional attachment and brand desire within the luxury automotive sector, with a comparative focus on Ferrari and Lamborghini. Starting from the assumption that consumer decisions are not driven only by rational evaluation, but are strongly influenced by emotions, sensory experiences and unconscious processes, the study adopts a multidisciplinary perspective combining marketing theory, psychology and consumer neuroscience. The first part of the thesis develops a theoretical framework by examining the evolution of consumer decision-making theories, from rational choice models to dual-process theories that highlight the interaction between cognitive and emotional systems. Particular attention is given to the concept of neuromarketing, its origins, main tools, ethical debates and its relevance for luxury marketing, where symbolic value, pleasure and experience play a central role. Luxury brands are therefore interpreted as creators of emotional and sensory experiences that contribute to identity and long-term attachment to the brand. The empirical part is based on a quantitative survey collecting 148 responses from Italian and international respondents. The questionnaire investigates emotional responses, sensory perceptions, brand associations and levels of engagement with Ferrari and Lamborghini, considering owners, non-owners and aspirational consumers. This approach allows a comparison of how neuromarketing cues such as sound, design, heritage and exclusivity influence consumer perception and emotional involvement across the two brands. The results show that, although Ferrari and Lamborghini operate in the same luxury segment, they activate different emotional and psychological mechanisms. Ferrari follows an “emotional-symbolic” route, strongly associated with heritage, pride, elegance and long-term emotional attachment. Lamborghini, conversely, pursues a “hedonic-experiential” route, characterized by higher levels of arousal, excitement, boldness and sensory stimulation. Overall, the thesis shows that neuromarketing helps explain consumer behavior beyond what people consciously report, highlighting the key role of emotions, sensory cues and experiences in shaping aspiration and potential client acquisition in the luxury automotive market. By combining theory with empirical evidence, the study provides a clearer view of how Ferrari and Lamborghini transform emotion into strategic value, while also reflecting on the ethical and managerial implications of using neuromarketing in contemporary luxury branding.