NEUROMARKETING-BASED ANALYSIS OF CONSUMER DECISION-MAKING AND DIGITAL BRAND ENGAGEMENT AMONG GENERATION Z IN PAKISTAN

Abstract

This study examined the influence of neuromarketing stimuli on consumer decision-making and digital brand engagement among Generation Z in Pakistan. The research integrated Dual Process Theory to explain how subconscious cognitive and emotional mechanisms shape consumer responses in digitally mediated environments. A quantitative, cross-sectional survey design was employed, and data were collected from Generation Z respondents actively engaged with social media platforms. The study analyzed the effects of visual, emotional, and cognitive neuromarketing stimuli on digital brand engagement and consumer purchase intention, while also examining the mediating role of digital brand engagement. The findings revealed that neuromarketing stimuli significantly influence both digital brand engagement and consumer decision-making. Emotional and visual stimuli were found to be the most dominant predictors, while cognitive stimuli exhibited comparatively weaker effects. Moreover, digital brand engagement significantly mediated the relationship between neuromarketing stimuli and consumer purchase intention, indicating that engagement serves as a key psychological mechanism translating marketing stimuli into behavioral outcomes. The results confirm that Generation Z consumers in Pakistan are primarily driven by fast, intuitive, and emotionally oriented (System 1) processing in digital consumption environments. This study contributes to neuromarketing and digital consumer behavior literature by providing empirical evidence from an emerging market context. It offers practical insights for marketers aiming to design emotionally engaging and visually compelling digital campaigns targeted at Generation Z consumers.