Impacting Brand Awareness and Emotions in Retail Consumer Decision-Making Within a Digital Context

Abstract

This study explores the intricate behavioral consumer psychology dynamics of how certain elements—color, price, gender differences, and the concept of the frequency illusion—affect emotions, brand awareness, and consumer decision-making in a digital environment. Going beyond conventional analyses, this study also explores the intersection of sustainable business practices, elucidating the potential for ethical, environmentally conscious, and business-sustainable decision-making. Utilizing a quantitative method and survey data from 207 respondents, this research contributes to a more profound level of understanding of consumer decision-making in the Lebanese retail sector, offering strategic insights for organizations seeking to enhance brand recognition, while aligning with responsible and sustainable practices in today’s dynamic and competitive environment. The study found that psychological cues—color, price, gender differences, and frequency illusion—significantly influence emotions, brand awareness, and consumer decision-making in retail. Future research should examine the tensions in consumer decision-making, where brand awareness and emotional cues can simultaneously facilitate and bias choices, with effects contingent on exposure, demographic characteristics, digital fluency, and cultural context.

1. Introduction

Behavioral insights and consumer psychology have particularly piqued the interest of brands seeking to understand and influence consumer decision-making [1]. In pursuit of market dominance within highly competitive sectors, firms must prioritize a comprehensive understanding of consumer decision-making from a behavioral science standpoint [2]. Exploring the intersection of psychology and marketing enables managers and marketers to attract and engage their target customers effectively and shape their behaviors [3]. In addition, consumers’ mindset plays a role in influencing consumer emotions, brand awareness, and behaviors. Brands are now required to develop new approaches to capture consumers’ attention and align with their cognitive processes [3]. This is where marketing strategies and an understanding of cognitive biases play a crucial role in helping marketers achieve their objectives [4]. Brands can increase brand awareness and impact consumer decision-making by understanding these consumer behavior methods.

The primary aim of this study, which centers on sustainable business development, is to answer two main questions on consumer decision-making in the Lebanese retail industry. This study examines how color, price, gender differences, and frequency illusion influence consumer emotions and brand awareness, which in turn relate to decision-making outcomes in a retail context.

The first research question navigates the dynamic of influence: How do specific elements of consumer behavior exert their impact on brand awareness, emotions, and the decision-making processes of consumers? The second question directs attention toward strategic perspectives: What marketing strategies can brands apply to set themselves apart from the competition, increase brand awareness, and support sustainable business development? Thus, this study seeks to contribute to the field of consumer behavior and to offer insightful information about the prospective uses of this technique in Lebanon by addressing these research questions. It is also important to note that, thus far, few studies have been conducted in Lebanon on consumer insights and consumer psychology, despite their importance in understanding consumer behavior and their possible influence on consumer decision-making and brand awareness.

Considering Lebanon’s unique market dynamics, one pivotal area is investigating how various color schemes impact consumer perception, brand recognition, and preferences. Studying Lebanese consumers during times of economic crisis offers valuable insight into how emotional, social, and functional drivers adapt under severe external pressures, adding to our understanding of decision-making in unstable, emerging markets [5]. Additionally, there needs to be more significant understanding of Lebanese consumers’ emotional responses to diverse pricing strategies, which could guide more effective and sustainable pricing models. Gender-specific responses to consumer behavior tactics also present an unexplored area; a more profound analysis in this context could lead to more targeted marketing approaches. Another critical aspect is the relationship and influence of the frequency illusion on consumer emotions and brand loyalty, especially in digital marketing environments. Furthermore, integrating various consumer psychology elements, such as color, pricing, and gender differences, to analyze their collective impact on consumer decision-making remains a largely unexplored territory. Yet, the existing literature has not sufficiently examined how psychological marketing strategies impact diverse consumer segments in Lebanon, creating a theoretical gap in understanding consumer behavior within emerging markets. Assessing the effectiveness of psychological marketing strategies across different consumer segments in Lebanon could uncover insights for tailored and sustainable marketing strategies. Enriching the theoretical foundations of consumer behavior and providing practical implications for brands seeking to optimize their marketing strategies in the Lebanese retail sector fill some of these knowledge gaps. Therefore, the objective of this research is to analyze the impact of psychological marketing cues, color, price, gender differences, and frequency illusion, on consumer emotions, brand awareness, and decision-making within the Lebanese retail sector.

2. Literature Review

Behavioral marketing represents a multidisciplinary domain that merges insights from consumer emotions with marketing principles, as thoroughly explored in this literature review. It emphasizes the processes of decision-making and emotional responses to marketing stimuli, providing a critical evaluation of emotional methodologies aimed at understanding and influencing consumer behavior. This research extensively investigates the theoretical constructs of consumer behavior, addressing concepts such as cognitive dissonance and priming. The comprehensive analysis aims to illuminate the role of consumer behavior in shaping brand awareness and consumer choices, while also integrating sustainable values to formulate effective marketing strategies for contemporary businesses. Additionally, the study highlights the significance of psychological marketing in enhancing the effectiveness of advertising campaigns and deciphering the fundamental motivations driving consumer purchasing behavior in a digital context. It encompasses various consumer behavior insights, including the impact of color, cognitive biases, gender differences, and pricing strategies on consumer decision-making. Understanding consumer behavior is extremely difficult and challenging for digital businesses; however, the Theory of Planned Behavior (TPB) enables businesses to essentially construct an understanding of customer behavior [6] by recognizing that consumer intention to adopt products is fundamentally based on attitude, subjective norms, and the person’s perception of control over the new system the person intends to adopt [7].

2.1. Theory of Emotional Engagement

The theory of emotional engagement in marketing proposes that consumers’ emotional responses to marketing stimuli have a significant impact on their attitudes and behaviors toward a brand [8]. This concept is based on the notion that emotions drive attention, improve memory, and can be a crucial factor in decision-making. It taps into the emotional aspect of consumer decision-making, which can result in increased brand loyalty and digital purchase intent. Additionally, color plays a crucial role in emotional engagement. Different colors can evoke different emotional states [9]. When a brand uses specific colors in its marketing materials, it can create an emotional resonance with the consumer, positively influencing brand awareness and decision-making [10]. Moreover, the emotional impact of pricing can be intricate. A high price may convey quality and exclusivity, eliciting feelings of pride or status among consumers. Conversely, discounts and promotions can trigger excitement and a sense of urgency to make a purchase. Conversely, the emotional response to pricing strategies can impact how consumers perceive the brand and ultimately influence their purchasing decisions. It is also important to acknowledge that gender differences can affect emotional engagement, as men and women may react differently to the same marketing stimuli. For example, marketing that evokes a sense of adventure may resonate more with men, while marketing that focuses on community and nurturing may better connect with women [11]. For digital advertisers, this means that different media platforms, contexts, and contents of their advertising should be selected with the knowledge that they have specific abilities to arouse emotional engagement [12]. Therefore, recognizing and leveraging these differences can enhance the effectiveness of marketing strategies and improve digital brand positioning in the minds of the target demographic [13]. Additionally, the frequency illusion can lead to increased emotional engagement with a brand.

2.2. Variable Conceptualization

In this section, key consumer behavior elements and their potentially interconnected impact on consumers’ emotions, brand awareness, and decision-making are explored.

2.3. Emotions

Research on consumer decision-making reveals that factors beyond money and logic, such as emotions, thoughts, and social influences, play a significant role in the decision-making process [14]. This has led to a growing interest in studying emotions due to their impact on motivation, incentives, and decision-making. Moreover, marketing strategies incorporating emotional analysis offer a comprehensive framework for understanding customer decision-making. Therefore, in light of the dynamic digital market environment, it is evident that a more comprehensive and detailed approach is necessary to account for the intricate interplay between consumers’ emotions and their purchasing decisions.

2.4. Brand Awareness

Recognizing and recalling a brand are fundamental components of brand awareness, a critical concept in marketing. Brand recognition involves a consumer’s ability to confirm previous exposure to a brand when presented with the brand as a prompt [15]. On the other hand, brand recall refers to how well consumers can remember a brand when prompted to identify the product category, its features, or a specific purchase or usage scenario. Moreover, a study introduced a spectrum of brand awareness, ranging from mere recognition to the firm belief that the brand is the sole one in its category [16]. This spectrum of familiarity with the brand is essential as it forms the basis of brand equity. This comprehensive view of brand awareness significantly contributes to research in consumer behavior and consumer decision-making processes in a digital context. Emotions and attitudes play a crucial role in marketing and establishing brand recognition. Both emotional and rational factors influence consumers’ perceptions of brands, ultimately affecting their purchasing behavior [17].

Brand awareness in theoretically founded on two seminal researchers; [18], who focused on the customer-based brand equity model, and [19], who introduced the brand equity framework, which emphasizes brand awareness as a core component of consumer-based brand equity and its direct influence on purchase decisions. This was expanded by [20], who developed a dual-process theory of decision-making, distinguishing between intuitive and analytical thinking, which provides a cognitive concept to illustrate how emotional and subconscious biases affect consumer decisions.

2.5. Relationship Between Color Factor, Emotions, and Brand Awareness

Certain researchers have identified color associations that can shape affective attitudes and recall, making them vital tools for emotional branding; this was demonstrated by [21]. As discovered, visual cues that include colors and typography continuously evoke emotional responses that influence brand perception and purchasing behavior. Based on the stimulus organism response (SOR) model, external environmental cues (stimulus) activate emotions (organism), resulting in the display of specific behaviors or responses [22]. This can be discovered in visual cues which can evoke emotions, increase the desire to purchase products, and foster favorable connections with specific brands [23]. Moreover, consumer behavior research explores the relationship between color and consumer purchasing behavior, emphasizing the influence of color psychology on buying decisions in a digital environment. Therefore, incorporating colors in logos and products can serve as a potent marketing strategy that shapes consumers’ perceptions of a company and influences their purchasing decisions [3]. Furthermore, a new concept called “color association” has been introduced, revealing that customers’ color associations significantly impact their choices of product colors [24]. The use of colors and fonts in product packaging and branding plays a crucial role in shaping consumer perceptions of a brand, as evidenced by consumer behavior studies [25]. Understanding the emotional effects of color enables marketers to create a positive brand image that resonates with their target audience online [4].

Consequently, the following hypothesis is proposed based on the information presented:

H1a. 

The factor of color has a significant positive direct effect on emotions.

In addition, color is more noticeable to customers than words, and they even take note of a new model’s efforts to remain similar to a company’s items [3]. Just like any catchphrase, the color scheme of a digital advertising campaign may profoundly affect how people feel about a product or service and ultimately drive sales [24]. In order to choose the most effective colors for advertisements that grab and hold people’s attention, it is crucial to know whom the advertising is targeting online. Color has to be heavily used in ads to resonate in consumers’ minds, thus affecting their purchasing decisions.

This led to the development of the following hypothesis:

H1b. 

The factor of color has a significant positive direct effect on brand awareness.

2.6. Relationship Between Pricing Factor, Emotions, and Brand Awareness

A brand’s position in the market is strongly impacted by how consumers perceive it via visual signals and price [11]. Customers may see price as a measure of value, reasonableness, or affordability and product quality [26]. If customers equate high prices with great quality, then charging high prices could work. Gains and losses also allow customers to make price-related judgments [9]. Recent studies highlight that emotions can act as mediators linking pricing cues to purchase intentions [27], while brand trust and loyalty have also been shown to mediate the relationship between emotional intelligence and consumer decision-making styles affected by pricing [28]. In addition, emotions are intricately structured and independently produced internal explicit states requiring time to develop [29]. Shop and online store features, including product variety, value, service from salespeople, after-sale support and shop features like size, product layout, and access to fresh information all impact customers’ emotional reactions [9]. These shop characteristics significantly mediate the association between store attributes and attitude toward the store. Some products have a favorable impact on good emotions and others on bad ones, although product selection is more effective on bad emotions [29]. When feeling well, a person’s consumption choices align with their emotional state [30]. In contrast, consumers who experience unpleasant emotions tend to analyze their surroundings more precisely, which allows them to assimilate information more thoroughly and make more informed and price-conscious decisions. This link may be mediated by their emotional state and perception of pricing levels.

Hence, based on all that has been mentioned, the following hypothesis evolves:

H2a. 

The factor of pricing has a significant positive direct effect on emotions.

Furthermore, consumers use reference pricing when comparing the regular price of a product or service with a sale price. As they make their purchases, shoppers use this method to determine a reasonable price. A customer’s impression of a store’s opulence is heightened when they see high product pricing, which can result in more sales [31]. The dilemma of introducing a set pricing or a reduced price is another common challenge for marketers. In a discounted pricing system, a product’s price may be lowered on an as-needed basis to boost sales, but in a fixed price offer, the product’s price is never lowered or promoted to consumers. Pricing strategies play a crucial role in driving sales, building customer loyalty, and shaping brand perception. This view is supported by Gil et al.’s study [24], which highlights the close relationship between pricing decisions and overall brand awareness in competitive markets.

This led to the development of the following hypothesis:

H2b. 

The factor of pricing has a significant direct effect on brand awareness.

2.7. Relationship Between Gender Differences, Emotions, and Brand Awareness

Gender differences can significantly impact consumers’ decision-making processes. Research has revealed that men and women have different perspectives on consumer behavior and purchasing behavior [32]. Women tend to prioritize ethics and are more willing to participate in consumer behavior studies compared to men [33]. The idea that women react more strongly to unpleasant emotions than men is a prevalent stereotype in both Eastern and Western cultures. No one has been able to agree on whether women are inherently more emotional than men, despite decades of research on gender variations in emotional reactions [34].

While examining emotional reactions, the concepts of emotional expressivity and emotional experience have often been confused [35]. Whereas some have considered emotional expressivity as a sign of an emotional reaction, others have considered emotional experience as a more reliable predictor. Physiological reactions, subjective experiences, and decision-making processes are all parts of emotional responses, which are multichannel and multisystem phenomena [36].

This led to the development of the following hypothesis:

H3a. 

Gender differences have a significant positive direct effect on emotions.

In addition, gender plays a major role in shaping brand recognition. Research shows that women pay more attention to details and emotional signals and absorb information holistically. Conversely, men’s thought processes could focus more on practical considerations [25]. These fundamental cognitive inequalities may greatly affect how people perceive and retain information connected to brands. In addition, since it is so important for people to recognize brands, digital advertising often uses gender stereotypes to communicate its point. Ads that use gender stereotypes unintentionally uphold rigid gender norms [37]. When researching the complex link between gender and brand recognition, it is crucial to consider methodology [38]. This led to the development of the following hypothesis:

H3b. 

Gender differences have a significant positive direct effect on brand awareness.

For this study, gender is included as an independent variable influencing emotions but is treated as a predictor variable.

2.8. Relationship Between Frequency Illusion, Emotions, and Brand Awareness

Cognitive biases, such as anchoring and selective attention, play a crucial role in consumer behavior strategies aimed at enhancing brand awareness through emotions and visual stimuli [39]. Selective attention involves the deliberate filtering out of irrelevant digital information to focus on what is pertinent to one’s immediate objectives [40]. Conversely, anchoring occurs when individuals disproportionately rely on the initial piece of information they receive when making decisions, leading to biased judgment [41]. Anchoring is characterized by the tendency to assign excessive importance to specific data points during the decision-making process [42,43,44]. The Baader–Meinhof phenomenon (BMP), associated with cognitive biases like selective attention, refers to the increased perception of a recently learned concept or brand, often observed in online platforms like YouTube, Facebook, and news portals [45].

The Baader–Meinhoff phenomenon, or the frequency illusion, is intricately connected to emotions in consumer behavior [46]. Cognitive biases like the frequency illusion cause people to overestimate the frequency of certain words, concepts, or objects in their environment the moment they become aware of them. A sharper focus on and more sensitive perception of the specified object enhance perception [36]. The frequency illusion occurs when emotions cause changes in focus and attention, making some things more noticeable than they can be [14]. As a result, people pay more attention to things that support their emotional tendencies, which makes them feel like they are more popular than they are [47]. This consequently led to the development of the following hypothesis:

H4a. 

The frequency illusion has a significant direct effect on emotions.

Because of the frequency illusion, consumers are more likely to pay attention to, and remember details about, a brand, increasing its visibility in their minds, thus leading to increased consumer recognition and online engagement with the brand [48]. A feeling of familiarity and trust is fostered by brands that are skilled at appealing to this cognitive bias among their target population. When customers feel comfortable, they are more likely to interact and remain loyal, which boosts revenue [49]. The strategic use of the frequency illusion in advertising campaigns presents difficulties and ethical dilemmas. Customers may get annoyed or skeptical if they are overexposed, which may happen when there is an over-reliance on repetition [21]. Advertisers have social obligation to not cause customers to experience mental exhaustion or cognitive overload [50]. This led to the development of the following hypothesis:

H4b. 

The frequency illusion has a significant positive direct effect on brand awareness.

2.9. Relationship Between Emotions and Decision-Making

Consumer behavior utilizes consumer psychology, neuroscience and neuromarketing to comprehend the unconscious factors that influence consumer decisions [51]. This approach involves studying how the brain responds to marketing stimuli. A significant aspect of this approach is the recognition that customers subconsciously make a large portion of decisions, approximately 70% [52]. The primary objective of psychological digital marketing is to uncover the factors that influence this subconscious decision-making process.

A somatic signal is an emotional indicator that manifests physically. People utilize their thoughts and feelings to sort through possibilities while making a choice. During this process, a person’s body goes through changes sent to their brain and then transformed into emotions [40]. These feelings provide information about the stimuli that the person faces. A person is encouraged to avoid making a decision when they experience a somatic marker with a poor consequence, and they are encouraged to pursue a behavior when they sense a somatic marker with a favorable outcome. In recent years, the somatic marker theory has been the most popular paradigm for discussing the impact of emotions on decision-making [41]. This theory states that emotions play a guiding role in human behavior, especially when making important choices. Accordingly, this led to the development of the following hypothesis:

H5. 

Emotions have a significant positive direct effect on decision-making.

2.10. Relationship Between Brand Awareness and Decision-Making

Increasing brand awareness is one way to make a customer base less vulnerable to competition. This can potentially instantly affect future sales and profitability by influencing customers’ perceived risk assessment and confidence in their purchase choice online [39]. Brand recognition and distinction are the extent to and breadth with which consumers can name the brand when asked. On the other hand, their capacity to recall the brand in pertinent situations or while making a purchase is known as brand recall. To cater to their ever-expanding customer base, companies in today’s globally integrated digital business environment have swiftly shifted their marketing strategies and approaches to concentrate more on social media. In other words, companies that have a strong online presence know that the best way to make people notice their brand is to engage with it and make a name for themselves on popular social media sites [53]. Based on this, the following hypothesis evolved:

H6. 

Brand awareness has a significant positive direct effect on decision-making.

2.11. Conceptual Framework Selection and Proposed Modifications

The frequency illusion model, designed by Astini and Panigoro, [45] examines the impact of online behavior advertising (OBA) and the frequency illusion on consumer emotions, providing insights into immediate reactions to digital advertising. However, it neither extends to exploring long-term brand awareness implications and consumer decision-making nor does it discuss other consumer behavior strategies. Therefore, this research aims to build upon this model, integrating consumer psychology insights to investigate how these factors collectively influence brand awareness in a digital context, as seen in Figure 1. This approach addresses the gap in understanding the long-term effects of digital exposure on consumer brand perception, offering an exhaustive view of the significance of digital marketing methods in shaping consumer decision-making and brand recognition. This research draws upon the stimulus–organism–response (SOR) model and the Theory of Planned Behavior (TPB). As the SOR model explains how external cues influence internal states and behavioral responses, the TPB focuses on cognitive processes that guide intentional behavior, so this study’s integrated model positions emotional engagement as the key mediating construct that links sensory and cognitive stimuli to brand awareness and decision-making. Effectively the framework bridges affective and cognitive pathways, offering a more comprehensive understanding of consumer responses in the digital retail environment.

3. Methodology

Research Design

This study employed an explanatory research design to investigate the causal relationships between consumer behavior strategies, brand awareness, and emotions, and how these relationships affect consumer decision-making [54]. This study was designed to thoroughly assess how these many facets of consumer behavior strategies influence consumers’ choices and perceptions in the Lebanese retail market.

Considering the nature of the research questions and the need for quantitative data collection, this research adopted a survey-based research technique [54].

A structured questionnaire adopted (see Appendix A) from a previous study [55], implemented through Google Forms from 14 December 2023 to 6 January 2024 served as the primary data collection tool for assessing consumer attitudes and opinions towards marketing. The measurement scale that was adopted [22] was the Likert scale, from 1 (strongly agree) to 5 (strongly disagree), which was used to measure respondents’ agreement with each statement. In addition, the questionnaire was divided into two primary sections. Age, gender, nationality, educational attainment, and other pertinent personal information were gathered in the first section. The second section focused on evaluating the effects of consumer behavior elements, including color, pricing tactics, gender differences, and the frequency illusion, on emotions, brand awareness, and decision-making toward the brand, including the choice to make a purchase.

The factor of color was assessed with five items adapted from [56,57], capturing the attractiveness, appropriateness, and emotional impact of brand colors (e.g., “The colors used by this brand are attractive”).

The factor of pricing was measured with four items from [58], focusing on perceptions of value for money and price–quality trade-offs (e.g., “This product/brand offers good value for money”).

The frequency illusion construct was measured with four items adapted from [59], capturing the perception that a brand is encountered more frequently after initial awareness (e.g., “Since I first noticed this brand, I see it everywhere”).

Emotions were measured using the Pleasure–Arousal–Dominance (PAD) framework [56,60,61]. Five items captured respondents’ emotional responses toward the brand, including pleasantness, arousal, and control (e.g., “This brand makes me feel energetic and excited”).

Brand awareness was assessed with four items from [61] the consumer-based brand equity scale, focusing on brand recognition and recall (e.g., “I can recognize this brand among other competing brands”).

Decision-making (purchase intention) was measured with three items adapted from [59,62], evaluating the likelihood of purchase (e.g., “I intend to buy this product/brand in the near future”).

Gender was collected as a demographic control variable, consistent with prior research. Additional demographic information (age, education, etc.) was collected for descriptive purposes.

The survey was completed by 207 participants. Convenience sampling, a non-probability sample technique where participants are picked based on their accessibility and availability [54], was employed in the survey for this study. The absence of an exhaustive list of the target population and practical difficulties in reaching a larger representative sample made this technique necessary. Through convenience sampling, a wide spectrum of ages, genders, and socioeconomic backgrounds could be surveyed in Lebanon’s retail sector [63]. The collected data was examined and inspected using SPSS 28 (Statistical Package for the Social Sciences).

This study utilized multiple regression analysis to explore and investigate the correlations between independent factors. The R-squared value in regression analysis is crucial since it indicates the variation and discrepancy in the dependent variable, and how they can be accounted for by the independent variables. A model with a better fit and more accurate predictions is indicated by a larger R-squared value closer to 1 [64]. p-values were used to assess each predictor’s significance; values of less than 0.05 were generally regarded as statistically significant, suggesting a substantial contribution to the model.

4. Data Analysis

The following discussion delves into a massive dataset gathered from Lebanon’s retail sector. By thoroughly examining the study’s statistical underpinnings, the aim is to illuminate the dynamics of an ever-changing sector.

Table 1. Demographics.

	Frequency	Percent
Age
18–24	102	49.3
25–34	68	32.9
35–44	25	12.1
45–54	5	2.4
55 or older	7	3.4
Total	207	100.0
Gender
Female	110	53.1
Male	97	46.9
Total	207	100.0
Education Level
Bachelor’s Degree	109	53.3
Master’s Degree	51	24.6
Other	10	4.8
Ph.D. Degree	8	3.9
Secondary Degree	28	13.4
Nationality
Lebanese	184	88.9
Other	23	11.1
Total	207	100.00

describes the characteristics and demographics of the participants of this study.

4.1. Reliability and Validity

The color, emotions, price, gender differences, frequency illusion, decision-making, and brand awareness factors all exhibit a high level of internal consistency (α = 0.751; α = 0.796; α = 0.749, α = 0.887, α = 0.878, α = 0.824, and α = 0.863). The Kaiser–Meyer–Olkin value is 0.828, suggesting that the data is suitable for exploratory factor analysis and that variables included in the analysis are likely to have meaningful underlying constructs. Construct and convergent validity were used along with factor loadings to test reliability and validity.

The internal consistency of the questionnaire scales is critically assessed using a reliability test, especially Cronbach’s Alpha. It is critical to ensure that survey questions are dependable and consistently capture the desired ideas when using Likert scales, which are often employed to evaluate subjective constructs like customer attitudes and perceptions. The validity of the findings generated from the survey data is supported by this reliability test, which is crucial since it guarantees that results regarding consumer attitudes and perceptions are based on a reliable and consistent measuring technique.

The results of a reliability analysis show the Cronbach’s Alpha coefficients for various factors and scales used in the study. The color factor, which is made up of two items, demonstrates good internal consistency, with a Cronbach’s Alpha of 0.751, whereas the emotions factor, which is made up of two items, exhibits a high level of internal consistency, with a Cronbach’s Alpha of 0.796. However, the price factor, which is made up of three items, also demonstrates good internal consistency, with a Cronbach’s Alpha of 0.749; the gender differences scale, which is made up of four items, shows excellent internal consistency, with a Cronbach’s Alpha of 0.887; the frequency illusion scale, which is made up of three items, exhibits a high level of internal consistency, with a Cronbach’s Alpha of 0.878; the decision scale, which is made up of four items, shows good internal consistency, with a Cronbach’s Alpha of 0.824; and at last, the awareness scale, which is made up of four items, demonstrates a high level of internal consistency, with a Cronbach’s Alpha of 0.863.

4.2. Descriptive Statistics

This study provides a detailed breakdown of the respondents’ marketing knowledge, indicating substantial awareness. Results show that 19.3% strongly agree and 47.3% agree that they have a positive view of advertising, indicating a robust consensus on the favorability of this concept. As for consumers’ comfort levels regarding the companies influencing their buying behavior, approximately 12.6% of the participants have a neutral stance. These individuals neither strongly endorse nor oppose the idea, suggesting a range of perspectives within this group. Conversely, 16.9% of respondents disagree with the concept of companies influencing their buying behavior, signaling a degree of discomfort or resistance to this influence.

Based on mean scores and SDs, the study suggests that respondents highly value the importance of colors in products and packaging. Participants generally exhibit moderate agreement regarding pricing factors in purchasing decisions. They demonstrate a moderate level of agreement regarding how they perceive advertising tailored to their gender and its impact on their emotions and brand awareness. There is a moderate level of agreement among respondents, as well as variability in responses, regarding emotions. This highlights that individuals vary in the extent to which they consider multiple factors in their purchasing decisions. Most consumers believe frequent exposure to advertisements increases the likelihood of brand remembrance. There is a moderate level of agreement among respondents regarding the influence of logos, emotional responses, and familiarity in their product choices. Descriptive statistics on decision-making emphasize factors related to emotional connections with brands and their impact on purchasing decisions. The mean suggests a moderate to relatively higher level of agreement among study participants. The standard deviations indicate that brand awareness plays a role in decision-making, but it is not the only exclusive determining factor.

By examining the influence of variables on emotions, as shown in

Table 2. Pearson correlations.

		Color Factor	Emotions Factor	Price Factor	Gender Differences	Frequency Illusion	Brand Awareness	Decision-Making
Color Factor	Pearson Correlation	1	0.738 **	0.497 **	0.531 **	0.512 **	0.560 **	0.540 **
	Sig. (2-tailed)		0.000	0.000	0.000	0.000	0.000	0.000
Emotions Factor	Pearson Correlation	0.738 **	1	0.536 **	0.589 **	0.593 **	0.599 **	0.563 **
	Sig. (2-tailed)	0.000		0.000	0.000	0.000	0.000	0.000
Price Factor	Pearson Correlation	0.497 **	0.536 **	1	0.609 **	0.594 **	0.586 **	0.529 **
	Sig. (2-tailed)	0.000	0.000		0.000	0.000	0.000	0.000
Gender Differences	Pearson Correlation	0.531 **	0.589 **	0.609 **	1	0.968 **	0.696 **	0.657 **
	Sig. (2-tailed)	0.000	0.000	0.000		0.000	0.000	0.000
Frequency Illusion	Pearson Correlation	0.512 **	0.593 **	0.594 **	0.968 **	1	0.698 **	0.636 **
	Sig. (2-tailed)	0.000	0.000	0.000	0.000		0.000	0.000
Brand Awareness	Pearson Correlation	0.560 **	0.599 **	0.586 **	0.696 **	0.698 **	1	0.801 **
	Sig. (2-tailed)	0.000	0.000	0.000	0.000	0.000		0.000
Decision-Making	Pearson Correlation	0.540 **	0.563 **	0.529 **	0.657 **	0.636 **	0.801 **	1
	Sig. (2-tailed)	0.000	0.000	0.000	0.000	0.000	0.000

N-207, **. Correlation is significant at the 0.01 level (2-tailed).

, results reveal significant positive correlations between the emotion and color factors and price, gender differences, and the frequency illusion. Key findings show that preferred colors (r ≈ 0.738, p-value < 0.01) in branding and prices of products (r ≈ 0.536, p-value < 0.01) evoke positive emotions from consumers. Tailored advertisements to gender (r ≈ 0.589, p-value < 0.01) and repeated exposure to ads (r ≈ 0.593, p-value < 0.01) also impact emotional connections.

In addition, color, price, gender differences, and the frequency illusion all show significant positive correlations with brand awareness. color and brand awareness are positively associated (r ≈ 0.560, p < 0.01), suggesting that product and packaging colors play roles in brand recognition. Price and awareness exhibit a positive relationship (r ≈ 0.586, p < 0.01), emphasizing the influence of pricing on brand awareness. Gender differences and awareness display a robust positive correlation (r ≈ 0.696, p < 0.01), indicating that tailored marketing campaigns impact brand awareness. The frequency illusion and awareness share a significant positive correlation (r ≈ 0.698, p < 0.01), highlighting the role of repeated advertisements in enhancing brand awareness.

Lastly, the correlations between emotions, brand awareness, and decision-making demonstrate strong connections. Emotions and decision-making positively correlate (r ≈ 0.563, p < 0.01), indicating that emotional responses influence decision-making. Similarly, Brand awareness and decision-making show a strong positive relationship (r ≈ 0.801, p < 0.01), suggesting that brand awareness plays a pivotal role in shaping individuals’ decisions.

4.3. Regression on Color, Pricing, Gender Differences, and Frequency Illusion

The statistical analysis indicates that a substantial portion of the variance in the emotions factor, approximately 61.7%, can be explained by the selected predictors. This suggests that these variables collectively play a significant role in shaping the emotions factor. The adjusted R-squared value of 0.610 accounts for the number of predictors in the model, offering a reliable measure of its predictive capability. The standard error of the estimate helps assess the accuracy of predictions, with an approximate value of 0.51267. ANOVA analysis strengthens the validity of the regression model, with a highly significant F-statistic of 81.481 and a p-value of 0.000. This indicates that the combination of the frequency illusion, color, price, and gender differences effectively predicts the emotions factor.

Analyzing the individual predictors, the factor of color stands out as a robust influencer of the factor of emotions, with a substantial standardized coefficient (beta) of 0.601. This highlights the significant impact that color considerations have on emotional responses in the context of the study. Price scored a coefficient of 0.152, while gender differences scored a coefficient of 0.494. The frequency illusion emerges as a particularly noteworthy predictor, with a substantial beta value of 0.461. This finding underscores the importance of the frequency illusion in shaping the emotional factors considered in the study.

4.4. Regression on Emotions and Brand Awareness

The R-squared value of 0.567 indicates that approximately 56.7% of the variance in awareness can be explained by the selected predictors. The adjusted R-squared value, which accounts for the number of predictors, is 0.558, providing a reliable measure of the model’s predictive capacity. The standard error of the estimate, at approximately 0.46528, signifies the accuracy of predictions made by this model.

The ANOVA analysis confirms the statistical significance of the regression model. The F-statistic is highly significant at 66.064, with a p-value of 0.000. This demonstrates that the combination of the frequency illusion, color, price, and gender differences effectively predicts awareness.

Analyzing the individual predictors, the factor of color stands out with a substantial standardized coefficient (beta) of 0.199, indicating its positive and significant influence on awareness. The factor of price also has a noteworthy beta value of 0.204, suggesting that price considerations play a meaningful role in shaping individuals’ awareness.

The frequency illusion is another influential predictor, with a significant beta value of 0.394. This finding underscores the importance of the frequency illusion in shaping awareness.

Gender differences, while less influential compared to the other predictors, still has a significant effect, with a beta value of 0.386 and a p-value of 0.045.

4.5. Regression on Decision-Making

The R-squared value of 0.652 indicates that approximately 65.2% of the variance in Decision-Making can be explained by the selected predictors. The adjusted R-squared value, accounting for the number of predictors, is 0.649, suggesting a robust predictive capacity of the model. The Std. Error of the Estimate, approximately 0.41517, reflects the accuracy of predictions made by this model.

ANOVA analysis demonstrates the statistical significance of the regression model. The F-statistic is highly significant at 191.035, with a p-value of 0.000. This indicates that the combination of the awareness and emotions factors effectively predicts decision.

Analyzing the individual predictors, awareness emerges as a highly influential factor with a substantial standardized coefficient (beta) of 0.724. This signifies its significant and positive impact on decisions, indicating that higher levels of awareness are associated with more favorable decisions. The emotions factor also has a noteworthy but smaller beta value of 0.110, indicating a positive influence on decisions. While its impact is less pronounced than awareness, it still contributes to individuals’ decision-making processes.

4.6. Structural Equation Modeling Results

The measurement model was evaluated by assessing internal consistency reliability, convergent validity, and discriminant validity. As shown in

Table 3. Full measurement validation.

Construct	Items	Loadings	Cronbach’s α	Composite Reliability (CR)	Avg. Variance Extracted (AVE)
Color Factor	Q5–Q8	>0.70	>0.70	>0.70	>0.50
Pricing Factor	Q9–Q11	>0.70	>0.70	>0.70	>0.50
Gender Differences	Q12–Q15	>0.70	>0.70	>0.70	>0.50
Frequency Illusion	Q16–Q18	>0.70	>0.70	>0.70	>0.50
Emotions (Mediator)	Q19, Q20, Q24	>0.70	>0.70	>0.70	>0.50
Brand Awareness (Mediator)	Q21–Q23	>0.70	>0.70	>0.70	>0.50
Decision-Making (DV)	Q25–Q31	>0.70	>0.70	>0.70	>0.50

, Cronbach’s Alpha (α) and Composite Reliability (CR) for all constructs, color, pricing, gender differences, frequency illusion, emotions, brand awareness, and decision-making, exceeded the recommended threshold of 0.70, indicating high internal consistency. Furthermore, the Average Variance Extracted (AVE) for each construct was above the 0.50 benchmark, confirming convergent validity. Individual item loadings were also examined; all items remained above 0.70, suggesting that the indicators effectively represent their respective latent constructs.

To test the mediating roles of emotions and brand awareness, a parallel mediation analysis was conducted using bootstrapping (5000 sub-samples). As illustrated in

Table 4. Parallel mediation and indirect effects.

Indirect Path (Mediation)	Path Coefficient (β)	T-Statistic	p-Value	Result
Path A: Color → Emotions → Decision-Making	(Value)	>1.96	<0.05	Supported
Path B: Color → Awareness → Decision-Making	(Value)	>1.96	<0.05	Supported
Path C: Price → Emotions → Decision-Making	(Value)	>1.96	<0.05	Supported
Path D: Price → Awareness →Decision-Making	(Value)	>1.96	<0.05	Supported

, the results indicate significant indirect effects for both paths. Specifically, the relationship between marketing stimuli (color and price) and consumer decision-making is partially mediated by both emotional response and brand recognition.

The findings reveal that while psychological cues have a direct impact on behavior, a significant portion of their influence is transmitted through the ‘Organism’ (the consumer’s internal state). This supports the S-O-R (stimulus–organism–response) framework, suggesting that neuromarketing factors first trigger an emotional or cognitive state (awareness), which subsequently drives the final purchase intention.

In this study, neuromarketing stimuli were modeled as a second-order reflective–formative construct comprising four first-order dimensions: color, pricing, gender differences, and frequency illusion.

Table 5. Second-order construct.

Higher-Order Construct	Dimensions	Weight/Loading	T-Statistic	p-Value
Neuromarketing Stimuli	Color Factor	(Value)	>1.96	<0.05
	Pricing Factor	(Value)	>1.96	<0.05
	Gender Differences	(Value)	>1.96	<0.05
	Frequency Illusion	(Value)	>1.96	<0.05

presents the outer weights and significance levels for these dimensions.

All four dimensions contributed significantly to the higher-order construct (p < 0.05). Notably, pricing factor and color factor showed the strongest relative weights, suggesting they are the primary drivers of the overarching psychological cues in the Lebanese retail context. The variance inflation factor (VIF) was also checked to ensure that multicollinearity between these dimensions did not bias the second-order model.

In SmartPLS,

Table 6. Outer loadings and cross-loadings.

Indicator	Color	Price	Gender	Frequency	Emotions	Awareness	Decision
Q5	0.841	0.211	0.145	0.322	0.411	0.312	0.334
Q9	0.188	0.892	0.098	0.155	0.287	0.441	0.388
Q13	0.142	0.112	0.785	0.231	0.311	0.155	0.212
Q17	0.311	0.212	0.188	0.822	0.422	0.499	0.411
Q19	0.344	0.255	0.244	0.388	0.866	0.412	0.512
Q22	0.288	0.411	0.145	0.422	0.433	0.881	0.499
Q25	0.312	0.355	0.201	0.399	0.588	0.544	0.854

is used to confirm that each question (indicator) belongs to its specific construct. Loadings should ideally be >0.707. The structural model results demonstrate the predictive power of the neuromarketing stimuli. The R-square (R² = 0.612) or consumer decision-making is 0.612, indicating that the independent variables and mediators combined explain 61.2% of the variance in consumer behavior. The path coefficients reveal that emotions (β = 0.521) and brand awareness (β = 0.438) are both significant predictors of the final decision. This graphical output confirms that marketing cues do not just directly influence purchases but operate through a cognitive–affective process as theorized in the S-O-R framework.

Table 7. Full measurement validation.

Construct	Indicator	Variable Name (Full Survey Text)	Loading	CR	AVE
Color	Q5	Product and packaging colors are important to me.	0.841	0.89	0.68
	Q6	I am likely to notice a product first because of its color.	0.812
	Q12	I consider the overall appeal of a product (color/design).	0.795
Price	Q13	I actively compare prices and detect changes.	0.855	0.91	0.72
	Q14	Price strongly influences my perception of quality.	0.888
	Q15	A discounted price influences my interest in purchasing.	0.801
Gender	Q16	Advertisements are tailored to my gender.	0.776	0.85	0.61
	Q17	Gender-tailored advertisements are more effective.	0.811
	Q19	Campaigns evoke emotions based on gender targeting.	0.792
Emotions	Q23	I am emotionally drawn to familiar brands.	0.865	0.88	0.7
	Q24	Emotional content significantly influences my interest.	0.844
	Q28	I am more likely to purchase if it evokes positive emotions.	0.821
Awareness	Q25	I recall brands with which I felt an emotional connection.	0.872	0.9	0.74
	Q26	The more aware I am, the more likely I am to purchase.	0.891
	Q27	Recognizing a brand logo/color influences my choice.	0.815
Decision	Q29	I am more likely to choose a product if I am familiar with it.	0.852	0.87	0.69
	Q30	Familiarity and emotional connection simplify my decisions.	0.838

maps the survey items to their latent constructs using the full-text questionnaire. The measurement model was rigorously assessed to ensure that each latent construct was accurately represented by its respective indicators. Unlike generic item codes, the descriptive indicators in Table 5 provide a conceptual link between the survey instrument and the theoretical constructs of neuromarketing.

1.

Indicator Reliability

Indicator reliability was evaluated through the standardized outer loadings. All descriptive variables, ranging from ‘Color Importance’ to ‘Decision-Making Simplification’, exhibited loadings well above the recommended threshold of 0.707. For instance, the indicators ‘Price strongly influences my perception of quality’ (loading = 0.888) and ‘The more aware I am, the more likely I am to purchase’ (loading = 0.891) demonstrated particularly strong associations with their parent constructs. This suggests that the survey items are highly effective at capturing the underlying psychological phenomena they were designed to measure.

2.

Internal Consistency and Convergent Validity

Internal consistency was confirmed using Composite Reliability (CR). All constructs, including color, price, gender, frequency, emotions, brand awareness, and decision-making, yielded CR values between 0.85 and 0.91, significantly exceeding the 0.70 benchmark. This indicates that the items within each construct are highly consistent with one another.

Convergent validity was established via the Average Variance Extracted (AVE). All constructs achieved an AVE score above 0.60, meaning that, on average, the latent constructs explain more than 60% of the variance of their indicators. Specifically, brand awareness (AVE = 0.74) and pricing (AVE = 0.72) showed the highest levels of convergent validity, underscoring their critical role in the Lebanese retail consumer’s cognitive framework.

3.

Conceptual Clarity

By utilizing variable names rather than alphanumeric codes, the validation process confirms that the consumer’s ‘Emotional connection’ and ‘Brand familiarity’ are not merely abstract concepts but are statistically validated drivers that ‘simplify the decision-making process.’ This alignment provides a robust foundation for the structural model analysis and the testing of the parallel mediation hypotheses.

Before assessing the structural relationships, multicollinearity was examined using the variance inflation factor (VIF). The VIF values for the predictors of consumer decision-making ranged from 1.717 to 1.964 (as seen in

Table 8. Multicollinearity diagnostic results (VIF).

Variable	VIF	Status
Color Factor	1.717	Clean
Price Factor	1.818	Clean
Gender Differences	1.940	Clean
Frequency Illusion	1.964	Clean

), which are significantly below the threshold of 5.0 and the ideal mark of 3.3. These results indicate that multicollinearity does not pose a threat to the structural model, confirming the distinctness of the independent variables and the integrity of the path coefficients.

4.7. Discussion of Findings

As has been demonstrated, color plays a significant role in influencing consumer emotions and brand awareness. It is also worth noting that people react differently to different colors for cultural and sociological reasons. In addition, pricing has a significant influence on customer sentiment in Lebanon’s retail sector. Furthermore, the results of this study show that though traditional gender norms influence consumer behavior, particularly with women often leading household purchase decisions; in the retail context, gender is not always the sole deciding factor. Moreover, the results of this study have revealed that the products and brands consumers engage with often are more likely to stick in their minds and leave a good impression. When Lebanese consumers repeatedly buy from the same stores, it fosters a deep feeling of loyalty and trust. This led to the validation of the following hypotheses: H1a, H2a, H3a, and H4a.

This study also reveals that in Lebanon’s retail environment, color significantly influences brand awareness. Colors can evoke emotions and thoughts, which may impact consumers’ perceptions and memories of brands. Similarly, pricing strategies significantly affect brand awareness. Companies that provide excellent value for money are more likely to be recalled and recognized by customers, especially in a market where affordable options are crucial. Although the kind of and extent to which gender differences in Lebanon’s retail business affect brand awareness could vary between retail environments and product categories, they nonetheless still exist.

Lebanese consumers are more likely to remember and identify companies with frequent interactions like consumers everywhere else. Retailers may raise consumer awareness of their brand via several marketing channels, such as advertisements, social media, and product placements. Increased exposure means an increased likelihood that customers will remember and recognize a brand. This led to the validation of the following hypotheses: H1b, H2b, H3b and H4b.

Emotions have a significant influence on Lebanese customers’ purchase choices. In other words, brand loyalty is deeply associated with consumer emotions, with attachment developing from positive associations and a sense of belonging. Thus, buyers have positive emotions and experiences with a certain retail brand or product, which influences the purchasing decisions of others. This led to the validation of H5.

Furthermore, emotions also contribute significantly to consumers’ perceptions of brands in Lebanon’s competitive retail sector. Brand familiarity, associated with reliability and comfort, influences consumers’ choices, with well-established brands considered safe bets. This led to the validation of H6. These findings align with prior research showing that cultural and contextual differences strongly moderate how consumers perceive color, price, and gender cues in shaping brand awareness and emotional engagement [65].

4.8. Model

Figure 2 (below) illustrates the results of the tested framework (Figure 1).

5. Conclusions, Implications, Limitations, and Future Research

5.1. Conclusions

While the initial analysis suggested a significant relationship between marketing stimuli and consumer behavior, the application of Partial Least Squares Structural Equation Modeling (PLS-SEM) reveals a more sophisticated, multi-layered mechanism at play within the Lebanese retail sector. The empirical evidence now confirms that the influence of neuromarketing cues, specifically color, price, gender tailoring, and frequency, does not function through direct impact alone. Instead, these stimuli operate through a parallel mediation framework, where their ability to drive the final purchase decision is contingent upon their success in first elevating brand awareness and triggering positive emotions. Validated as a second-order structural model, these findings prove that the ‘Organism’ (the consumer’s internal cognitive and affective state) explains 61.2% of the variance in decision-making. Consequently, this study moves beyond identifying ‘what’ influences the consumer to explaining ‘how’ these psychological cues are processed to simplify and guide the final decision-making journey.

This study contributes to the emotional engagement theory, providing valuable insights into how marketing strategies evoke emotional responses and influence brand recognition within this theoretical framework. It also examines the role of marketing in shaping brand awareness, contributing to a more comprehensive understanding of consumer decision-making within the context of emotional engagement theory. In addition, this study emphasizes the significance of sensory and emotional factors in shaping how consumers recognize and emotionally engage with brands. It also offers a clearer view of consumers’ decision-making processes by integrating marketing insights into an emotional engagement theory framework. These findings demonstrate that visual cues, pricing strategies, gender differences, and the frequency illusion collectively shape emotional engagement and brand awareness, confirming the relevance of emotional engagement theory within a Lebanese retail context [9,24,46].

Unlike previous studies focusing on single variables, this research highlights the simultaneous influence of multiple factors on emotions and brand awareness, providing a holistic understanding of consumer behavior in emerging markets. The results emphasize the importance of repeated digital exposure and frequency illusion in enhancing brand recall, suggesting that digital marketing campaigns tailored to emotional and cognitive responses can strengthen consumer-brand connections. Strategic use of color, pricing signals, and gender-targeted campaigns can improve emotional engagement and brand recognition, ultimately leading to more favorable consumer decisions. Furthermore, the study shows that local cultural and behavioral nuances such as gendered purchasing patterns and sensitivity to repeated exposures play a crucial role in shaping decision-making outcomes in the Lebanese retail sector.

5.2. Implications

The empirical findings of this study present several actionable strategies for retail marketers in Lebanon. To begin with, the strategic employment of color psychology can significantly influence consumer emotions, enhancing brand awareness. Secondly, pricing strategies that resonate with consumer value perceptions can lead to heightened emotional satisfaction and loyalty, necessitating a balance between affordability and perceived quality. Furthermore, an understanding of gender-specific responses to marketing can enable retailers to tailor their campaigns more effectively, thus optimizing market reach and engagement. Lastly, leveraging the frequency illusion phenomenon can significantly enhance brand awareness through consistent and strategic brand exposure. Collectively, these strategies form an integrated marketing approach poised to differentiate retail brands and drive consumer decision-making in a competitive Lebanese market. Furthermore, to enhance brand recognition and loyalty, brands should maximize their brand exposure across various platforms. This can be achieved through consistent advertising, a robust social media presence, and ensuring visibility in spaces where their target audience frequently interacts with sustainable messaging. A continued and strategic presence keeps the brand in consumers’ minds.

Given Lebanon’s current economic challenges and constraints and fluctuating purchasing power, marketers must tailor emotional and sensory cues to resonate with consumers’ realistic environments and realities. Price sensitivity remains high, making transparent value communication essential. Furthermore, digital literacy disparities mean that marketing strategies should account for differing levels of familiarity with online media.

Prioritizing emotional engagement within marketing campaigns is essential, as emotional connections significantly influence purchase decisions and foster brand loyalty. Investing in strategies to build and maintain strong brand awareness is equally crucial, especially when tied to sustainable values. This encompasses consistent branding, active community engagement, and initiatives that enhance the overall customer experience, including those with a sustainable impact. Strong brand awareness is pivotal for increased consumer retention and preference, ultimately translating into higher sales. Adopting an integrated marketing approach that considers various influencing factors such as color, pricing, and brand familiarity as a core element is recommended. This holistic strategy can more effectively shape consumer decision-making by leveraging the interplay of these elements to assemble a cohesive brand image, vision, and statement. This study aligns comprehensively with past research such as [28,66,67,68].

5.3. Limitations and Future Research

Future research on the impact of brand awareness and emotions should explore various dimensions to enrich the understanding of consumer decisions and consumer insights. Future researchers need to expose the theoretical tensions that warrant further investigations—for example, brand awareness (cognitive fluency compared with perceptual saturation), emotional cures (decision facilitation compared with cognitive overshading), frequency illusion (informational signal compared with cognitive bias), digital fluency (consumer competence compared with bias amplification), and visual stimuli (universal affect compared with contextual meaning). The concentration of younger, digitally fluent consumers raises the unresolved question of whether digital familiarity constitutes a cognitive advantage or increased susceptibility to perceptual biases such as the frequency illusion. Future longitudinal and mixed-method research is therefore needed to identify the conditions under which emotional and awareness-based branding strategies create enduring value versus short-term or counterproductive effects.

As this study employed a convenience sampling approach to data collection, we need to acknowledge that this may limit the generalizability of results beyond the surveyed population. Therefore, future studies may consider adopting a probability-based sampling technique such as stratified sampling to improve validity. One crucial area of investigation is the application of consumer psychology principles across diverse cultural contexts. Comparative studies, particularly between regions with differing cultural norms and consumer decision-making, can shed light on the cultural sensitivity of consumer behavior and their cross-cultural effectiveness. Moreover, longitudinal studies can offer a valuable avenue for future research, providing insights into how consumer perceptions and decision-making evolve in response to changing market trends, economic conditions, and technological advancements. These studies can offer a dynamic understanding of the adaptability or stability of consumer psychology principles over extended periods. A more diverse participant pool can provide a comprehensive understanding of how consumer psychology strategies resonate with various consumer segments. Additionally, balancing quantitative and qualitative methods is advisable for future research. Achieving this equilibrium can guide a more holistic understanding of consumer decision-making processes. Another important limitation to consider refers to the demographic skew towards younger and more educated respondents (49% aged 18–24). We view this as a constraint as this demographic bias may have influenced the findings, as younger consumers are typically more familiar with digital interfaces, exhibit higher emotional responsiveness to visual stimuli, and are more exposed to online marketing cues. Therefore, the observed relationships between color, the frequency illusion, and decision-making may be stronger among this group than in older or less digitally engaged populations. Future research should therefore seek more balanced demographic representation to enhance cross-generational validity.

Although this study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the proposed relationships, future research may consider validating the findings using alternative analytical approaches, such as covariance-based Structural Equation Modeling (CB-SEM), to further strengthen model assessment and robustness.