Stress and Reward Systems in Consumer Decision-Making: A Neuromarketing Perspective

Stress and reward systems are crucial in shaping consumer decision-making, particularly under heightened marketing stimuli. In this study, target audience was participants (N=100) between 18-35 ages, from diverse demographic backgrounds. First, they completed demographic and customized questions to examine the backgrounds, and then validated scales assessing perceived stress, reward sensitivity, and decision-making styles. The aim was to investigate the complex relationships between stress, reward mechanisms, and consumer decision-making in neuromarketing and to assess how demographic factors such as age, gender, education, and culture moderate these processes, and the role of social media engagement in reward-related decisions. Results confirmed that higher levels of stress negatively impact rational decision-making and promote avoidant tendencies, with females are more likely to exhibit a greater tendency towards avoidant decision-making under stress. Older participants exhibited less reward sensitivity, consistent with age-related changes in dopaminergic system. Cultural differences indicated that participants from collectivist cultures reported greater variability in perceived stress. Findings support the importance of targeted marketing strategies considering consumers emotional states and demographic differences. Keywords: neuromarketing, stress, reward sensitivity, decision-making, social media engagement