Paper Contents
Abstract
ABSTRACTThis paper explores the influence of neuro-marketing techniques on subconscious consumer behaviour, specifically through the lens of Dual Process Theory, which differentiates between automatic (System 1) and deliberate (System 2) decision-making processes. By employing a survey-based methodology, the research investigates how digital consumers respond to neuro-marketing driven advertisements, with a focus on subconscious triggers. Data were collected from a sample population of digital consumers, and analysis was conducted using Latent Class Analysis (LCA) and Cognitive Load Theory (CLT) metrics to categorise responses and measure cognitive effort. Neural Network Models were applied to predict decision-making patterns based on cognitive stimuli. Key findings suggest that neuro-marketing significantly impacts System 1 processing, with practical implications for digital advertisers aiming to influence subconscious decision-making. Ethical concerns surrounding manipulation and consumer autonomy were also examined, providing a comprehensive view of the dual influence of neuro-marketing on consumer behaviour. Limitations and potential future research directions are discussed.
Copyright
Copyright © 2025 Inchara R Y. This is an open access article distributed under the Creative Commons Attribution License.
