Abstract This study examines the effects of Consumer Brain Science strategies on consumer decision-making processes, specifically on the assessment of alternatives and final purchasing decisions, as well as their overall effect on sales performance. Utilising Kahneman’s Dual-Process Theory, the study investigated the influence of Consumer Brain Science tactics on subconscious preferences during the alternative appraisal phase and evaluated their effects on final purchasing choices. The theoretical framework employed in the research combined secondary data Brain-scientific researches involving Functional Magnetic Resonance Imaging, EEG and eye-tracking) and consumer behaviour literature. It investigated the impact of emotional and cognitive triggers on the way people purchase items by integrating concepts in marketing, psychology and Brain-science. The findings indicate that Consumer Brain Science Influences intuitive, emotional thinking to a large extent, through sensory branding, emotional narratives and priming techniques. It is then easy to compare the advantages and disadvantages of various options. Subconscious decision making through reward related activity in the nucleus accumbens and differences in beta waves hasten the process of decision making. However, conscious variables like price, quality and trust still play a big role in the ultimate choice to buy anything, showing how intuitive and logical thinking work together. Ethical issues come up when it comes to the possible manipulation of consumer autonomy because Consumer Brain Science does not work the same way in all situations. The research found that Consumer Brain Science significantly influences the first phases of decision-making by activating subconscious cognitive processes, hence providing empirical validation for the Dual-Process Theory. It successfully drives customer preferences, but rational evaluation limits its effect on ultimate purchase decisions. This indicates the collaboration between Systems 1 and 2. In a practical perspective, marketers can increase interaction with the application of Consumer Brain Science strategies such as emotional appeal and the personalisation of AI. However, to prevent human beings, the governments must establish rules of ethics to avoid exploitation among man. In theory, the research encourages the interdisciplinary approach as Brain-science and consumer psychology are related because they need to find hybrid models that would integrate Brain-logical evidence with behavioural indicators. Future studies should focus on the empirical verification through Brain-imaging tests, application of Consumer Brain Science to sectors such as e-commerce and longitudinal research to assess the long-lasting effects and ethical consequences of Consumer Brain Science.
Igwe et al. (Sun,) studied this question.