The Influence of Virtual Reality on Consumer Decision Making through a Neuromarketing Perspective

Sjukun

doi:10.37641/jimkes.v13i3.3341

Authors

Sjukun STIE Professional Management College Indonesia; Medan, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i3.3341

Keywords:

Neuromarketing Tools, Virtual Reality, Consumer Emotional Engagement, Consmer Decision-Making, Human Behavior

Abstract

Consumer decisions are not entirely rational, but are influenced by emotions, intuition, and unconscious biases. Neuromarketing approaches provide new ways to uncover previously undetected psychological mechanisms behind consumer decisions. This study aims to analyze the synergistic impact of neuromarketing devices and virtual reality experiences on consumer decision-making, with particular emphasis on the mediating role of consumer emotional engagement. This research method uses a quantitative research design. Data were collected from 100 university students in Medan City, Indonesia, who are active Shopee users, through a structured questionnaire. Data analysis was conducted using Smart PLS. The results revealed a significant direct effect of neuromarketing tools on emotional engagement and consumer decision-making, as well as a strong influence of virtual reality experiences on emotional engagement. Although the direct effect of virtual reality on decision-making was not significant, emotional engagement significantly mediated the relationship between neuromarketing tools and virtual reality experiences on consumer decision-making. These findings underscore the important role of emotional engagement as a channel for the effectiveness of advanced marketing technologies.

Downloads

Download data is not yet available.

References

Archana, C., & Mahajan, A. (2023). Neuro marketing: An astonishing addition to the marketing world. In Digital transformation for business sustainability: Trends, challenges and opportunities. Singapore: Springer Nature Singapore.

Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25(3), 187-217.

Bhardwaj, S., Thapa, S. B., & Gandhi, A. (2024). Advances in neuromarketing and improved understanding of consumer behaviour: analysing tool possibilities and research trends. Cogent Business & Management, 11(1), 2376773-2376794.

Buhrau, D., & Sujan, M. (2015). Temporal mindsets and self-regulation: The motivation and implementation of self-regulatory behaviors. Journal of Consumer Psychology, 25(2), 231-244.

Cartwright, E. (2024). Behavioral economics. London: Routledge.

Cenizo, C. (2022). Neuromarketing: concepto, evolución histórica y retos. Icono14, 20(1), 11.

Çerçi, H. S. (2024). Neuromarketing and marketing communications an integrated approach to understanding consumer behavior. Uluslararasi Akademik Birikim Dergisi, 7(3), 426-437.

Cruz, C. M. L., Medeiros, J. F. D., Hermes, L. C. R., Marcon, A., & Marcon, É. (2016). Neuromarketing and the advances in the consumer behaviour studies: a systematic review of the literature. International Journal of Business and Globalisation, 17(3), 330-351.

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(3), 102168-102205.

Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100(3), 547-560.

Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of Retailing, 96(1), 3-8.

Gultom, P., Sipayung, A. B. R., & Hasibuan, G. A. A. (2024). The effect of work discipline, motivation, and work stress on employee job satisfaction. Jurnal Ilmiah Akuntansi Kesatuan, 12(5), 669–676.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.

Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Bradford: Emerald Group Publishing Limited.

Horsley, M., Eliot, M., Knight, B. A., & Reilly, R. (Eds.). (2014). Current trends in eye tracking research. New York: Springer International Publishing.

Hsu, L., & Chen, Y. J. (2020). Neuromarketing, subliminal advertising, and hotel selection: An EEG study. Australasian Marketing Journal, 28(4), 200-208.

Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour: An International Research Review, 7(4), 272-292.

Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30(3), 252-261.

Kenning, P., & Linzmajer, M. (2011). Consumer neuroscience: An overview of an emerging discipline with implications for consumer policy. Journal für Verbraucherschutz und Lebensmittelsicherheit, 6(1), 111-125.

Kim, E. (2017). Unmuting voices: Dayak women’s narratives on structural and gendered injustice in oil palm expansion in West Kalimantan, Indonesia. Venezia: Global Campus (Doctoral dissertation).

Kinzinger, A., Steiner, W. J., Tatzgern, M., & Vallaster, C. (2025). Interactive product presentation in an immersive environment: The influence of functional control on hedonic aspects. Journal of Retailing and Consumer Services, 83(3), 104156- 104170.

Kong, L., Hu, K., & Walsman, M. (2021). Caring for an aging population in a post-pandemic world: Emerging trends in the US older adult care industry. Service Science, 13(4), 258-274.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.

Mirbagheri, S., & Najmi, M. (2019). Consumers' engagement with social media activation campaigns: Construct conceptualization and scale development. Psychology & Marketing, 36(4), 376-394.

Ngo, T. T. A., Tran, T. T., An, G. K., & Nguyen, P. T. (2025). Investigating the influence of augmented reality marketing application on consumer purchase intentions: A study in the E-commerce sector. Computers in Human Behavior Reports, 18(3), 100648.

Oliveira, P. M., Guerreiro, J., & Rita, P. (2022). Neuroscience research in consumer behavior: A review and future research agenda. International Journal of Consumer Studies, 46(5), 2041-2067.

Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311.

Pantano, E., & Servidio, R. (2012). Modeling innovative points of sales through virtual and immersive technologies. Journal of Retailing and Consumer Services, 19(3), 279-286.

Pedol, M., Biffi, E., & Melzi, S. (2021). Sustainability game. Corporate Social Responsibility and Environmental Management, 28(5), 1540-1548.

Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer neuroscience: applications, challenges, and possible solutions. Journal of Marketing Research, 52(4), 427-435.

Puente-Torre, P., Delgado-Benito, V., Rodríguez-Cano, S., & García-Delgado, M. Á. (2024). Virtual reality as an interactive tool for the implementation of mindfulness in university settings: A systematic review. Multimodal Technologies and Interaction, 8(10), 89-107.

Rendragraha, N. D., & Suwaji, R. (2024). The influence of rewards and punishment on the performance of employees in industrial sector companies. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1091–1100.

Romano, B., Sands, S., & Pallant, J. I. (2021). Augmented reality and the customer journey: An exploratory study. Australasian Marketing Journal, 29(4), 354-363.

Siebert, A., Gopaldas, A., Lindridge, A., & Simões, C. (2020). Customer experience journeys: Loyalty loops versus involvement spirals. Journal of Marketing, 84(4), 45-66.

Silva, M. J., Costa, M. F. D., de Farias, S. A., & Wanderley, L. S. (2020). Who is going to save the Brazilian Amazon forest? Reflections on deforestation, wildlife eviction, and stewardship behavior. Psychology & Marketing, 37(12), 1720-1730.

Stankevich, A. (2017). Explaining the consumer decision-making process: Critical literature review. Journal of International Business Research and Marketing, 2(6), 7-14.

Sujana, S., & Yusni, Y. (2024). The influence of service quality and price perceptions on customer loyalty and customer satisfaction as intervening variables. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1165–1178.

Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159-205.

Xi, N., & Hamari, J. (2021). Shopping in virtual reality: A literature review and future agenda. Journal of Business Research, 134(3), 37-58.

Xi, N., Chen, J., Gama, F., Korkeila, H., & Hamari, J. (2024). Acceptance of the metaverse: A laboratory experiment on augmented and virtual reality shopping. Internet Research, 34(7), 82-117.

Yan, X., Liu, Y., Liu, T., & Chen, Y. (2025). Research on the mechanism of social emotion formation in public emergencies based on the degroot model. Mathematics, 13(6), 1-31.

Yung, R., Khoo-Lattimore, C., & Potter, L. E. (2021). Virtual reality and tourism marketing: Conceptualizing a framework on presence, emotion, and intention. Current Issues in Tourism, 24(11), 1505-1525.

Zhang, Y., Thaichon, P., & Shao, W. (2023). Neuroscientific research methods and techniques in consumer research. Australasian Marketing Journal, 31(3), 211-227.