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Article type :

journal-article

Author :

Raza Hussain Khoso, Alejandra Cervantes Monter, Dr. Khurram Shahzad, Syed Hasnain Alam

Volume :

3

Issue :

1

Abstract :

This study explains why and how AI-powered personalization and neuromarketing stimuli shape consumer decision-making, addressing fragmented evidence that treats technology and affect separately and responding to privacy and trust-related concerns in digital markets. It argues that emotions mediate technology effects and that consumers trust conditions whether emotions translate into action in an emerging-market context. A cross-sectional online survey of digital consumers in Pakistan was analyzed with PLS-SEM (SmartPLS 4). Measurement quality met accepted benchmarks (?=.70–.86; CR=.83–.92; AVE=.62–.78; HTMT/Fornell–Larcker satisfied). Model fitness was modest (SRMR=.11–.13; NFI=.59–.62), consistent with prediction-oriented models. Neuromarketing stimuli showed the strongest effect on emotional responses (?=.49, p