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Cognitive Systems in Branding: Linking Neuromarketing, Emotions, and Subliminal Persuasion to Customer Choices through the IMPACT Method

Author

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  • Denisa Adriana Dragoi

    (YourBrainiac Ltd, Edinburgh, United Kingdom)

Abstract

This paper explores the cognitive processes underlying branding and consumer behavior, emphasizing Kahneman’s System 1 and System 2 framework and its extensions. Key theories, including Zhao’s three-system model and Rottenstreich et al.’s focus on memory-based versus stimulus-based choices, highlight how emotional and intuitive (System 1) and rational (System 2) processes influence customer decisions and purchases. Neuromarketing strategies leverage emotions, subliminal cues, and persuasion to create intuitive brand associations, while rational deliberation reinforces logical justifications for consumer choices. Insights from dynamic dualprocess models and regret theory further illuminate how urgency, emotions, and decision context shape behavior. By integrating feeling and thinking in branding strategies, this study bridges the gap between emotional engagement and rational decision-making, offering actionable frameworks for neurobranding, mainly through the IMPACT method, developed by the author – built with the aim of fostering customer loyalty and purchase decisions.

Suggested Citation

  • Denisa Adriana Dragoi, 2024. "Cognitive Systems in Branding: Linking Neuromarketing, Emotions, and Subliminal Persuasion to Customer Choices through the IMPACT Method," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 378-386, December.
    • Handle: RePEc:ovi:oviste:v:xxiv:y:2024:i:2:p:378-386
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    More about this item

    Keywords

    neuromarketing; branding; emotions; persuasion; subliminal;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics
    • D90 - Microeconomics - - Micro-Based Behavioral Economics - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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