From Self-Image to Consumer Response: Integrating Psycho- Cybernetics into Neuromarketing Theory

Abstract

This paper develops an integrative framework for understanding consumer behaviour by combining Psycho-Cybernetics with insights from neuromarketing, behavioural economics, and habit theory. Moving beyond rational models, the study argues that consumer behaviour is shaped by the interaction between self-image, automatic processes, and external marketing stimuli. Self-image is conceptualised as a regulatory mechanism that guides identity-consistent behaviour, while habits and reward systems support its automatic execution. Neuromarketing is interpreted as an external feedback system that activates and reinforces behavioural patterns through data-driven adaptation. The paper also addresses the ethical implications of these mechanisms, particularly in relation to consumer autonomy and manipulation. The proposed model contributes to the literature by offering a unified perspective on the relationship between identity, habit, and marketing systems in digital environments.