Year: 2025
Type: article
Abstract: Consumer choice is increasingly understood to be shaped not just by deliberate reasoning but also by unconscious signals hidden in marketing and store surroundings.This research discusses how subtle cuescolors, odors, music, and digital tailoring-influence consumer feelings, perceptions, and buying behavior without conscious awareness.Relying on psychological explanations and neuroscientific studies of consumer brains, it emphasizes the efficiency of these signals in building brand connection and impulse purchase.The paper also touches on ethical issues relating to subconscious manipulation, calling for openness and ethics in marketing practices.As improvements in AI and biometric technologies make it increasingly possible to target subconscious processes with greater accuracy, marketing effectiveness and consumer control pose a fundamental dilemma for firms and regulators.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412496287