The influence of unconscious decision making in online consumer buying behaviour: a critical review

Omoregie, Uyi (2026) The influence of unconscious decision making in online consumer buying behaviour: a critical review. Doctoral thesis, University of East Anglia.

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Abstract

This doctoral research explores online consumer buying behaviour with a particular focus on unconscious decision-making processes in digital contexts. The overarching aim of the study is to examine neurological and emotional factors associated with online purchasing and to investigate how such factors may be consciously and subconsciously engaged within consumer decision-making processes. Three research questions guide the study: (a) What neurological factors impact online purchasing choices? (b) In what ways, if any, can these factors be consciously manipulated? and (c) In what ways, if any, can these factors be subconsciously manipulated?

A sequential exploratory mixed-methods methodology was employed. The study commenced with qualitative semi-structured interviews to capture participants’ subjective experiences of online shopping and their perceptions of conscious and unconscious influences on buying behaviour. Themes emerging from the qualitative phase informed the design of a subsequent quantitative Electroencephalogram (EEG) experiment using a Dot Probe Task to explore attentional responses to emotional stimuli. The EEG component was exploratory in nature and was not intended to establish causal relationships.

The qualitative findings indicate that participants perceive emotions, ease of online transactions, disposable income, algorithmic prompts, and product presentation as influential factors in their online purchasing behaviour. Additional influences, including the COVID-19 context, brand familiarity, detailed product descriptions, and customer reviews, were also discussed. While the EEG analysis revealed descriptive trends in attentional responses to emotional stimuli, no statistically significant effects were identified.

This research contributes to academic discussion by offering an interpretive account of how conscious and unconscious influences may be involved in online consumer decision-making. It also raises ethical and practical considerations relevant to marketers, designers, and policymakers, particularly in relation to emotionally oriented engagement strategies in digital environments. The study advances understanding of online consumer behaviour while explicitly recognising the methodological and evidential limits associated with exploring unconscious processes.

Item Type:	Thesis (Doctoral)
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	Chris White
Date Deposited:	22 Jun 2026 10:25
Last Modified:	22 Jun 2026 10:29
URI:	https://ueaeprints.uea.ac.uk/id/eprint/103462
DOI:

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