The Effects of Stress Level and Reward Expectation on Consumer Decision-Making: A Neuromarketing Perspective

This study aimed to investigate the effects of stress level, reward sensitivity and demographic variables (gender, income level) on consumers' responses to marketing stimuli and promotions within the framework of neuromarketing. One hundred participants completed validated perceived stress scale, reward sensitivity scale, decision-making style scale, ad click frequency and ad-based purchasing behavior scales. Hypothesis testing showed that there was no difference in response to time-limited campaigns among reward sensitivity groups (H1: t(98)=0.64, p=0.52), and the unconscious belief in advertising effects was significantly increased in the high stress group (H2: F(2,97)=8.50, p<.001, η²=0.149), and low-income participants reported this belief more strongly than high-income groups (H3: χ²(2)=6.23, p=0.044, V=0.25). The stress scores of female participants were found to be higher than those of males, and it was determined that stress suppressed rational/avoidant decision styles and supported dependent/impulsive styles (H4: U test, p=0.0193, r=0.207). While there was no significant relationship between reward sensitivity and ad interactions (H5: p>0.12), a moderate positive correlation was found between ad click frequency and ad-based purchases (H6: r=0.348, p=0.0004). The findings emphasize the importance of considering unconscious influence dynamics in addition to stress level, socioeconomic status and gender in consumer segmentation. Keywords: neuromarketing; consumer behavior; perceived stress; reward sensitivity; advertising effect