Author*: Dr. Vigneshwari K
Assistant Professor
Department of Business Management
St. Mary’s College, Hyderabad
Co-Author: Dhanis Pankaj Shah
1st Year BBA
Department of Business Management
St. Mary’s College, Hyderabad
Abstract
Digital advertising establishes a conflict between algorithmic performance and customer control on their purchases, because it moves away from traditional behavioral tracking methods toward new “neuropredictive subconscious nudging” techniques. This new method of advertising, which uses neurodata based research, has created a new way in which consumers cannot consciously recognize if they have reached a product online by choice or by persuasion turned manipulation digital advertising . While the use of neurodata enables highly customized products and solutions, it also leads to subconscious “reasons-bypassing” functions. This study uses the Persuasion Knowledge Model (PKM) research to examine the “Persuasion Knowledge Gap,” which describes a mental condition that prevents consumers from recognizing and assessing all persuasion efforts. This research will study how neurodata based subconscious nudging creates a “Transparency-Autonomy Paradox,” which is when brands receive more data from the consumers about their operations, but customers become more resistant to those brands. Hence, it results in establishing a Neuro Ethical Boundary, which helps marketers handle the fragile boundary between personalization, beneficial for the consumer, and fairly dangerous customer manipulation.
Keywords: Neuro-data driven digital advertising, Consumers Perceived Autonomy and Persuasion Knowledge, Structural Equation Modeling (SEM)
