This dissertation explores the multidisciplinary intersection of marketing and psychology with the primary
objective of analysing the impact of both disciplines on consumer behaviour. Acknowledging that
consumption is often driven by subconscious impulses, the study also aims to determine whether
individuals respond coherently to their experiences when questioned about factors influencing their
choices.
The research examines seven key variables: attention, emotional engagement, motivation, brand
awareness, memory, novelty and purchase intention. Following a conceptual analysis, an empirical study
was conducted with 45 university students who underwent a 5-minute Virtual Reality (VR) immersion in a
digital supermarket. Data collection paired direct observation with a quantitative survey.
Findings reveal that while the examined variables significantly impact consumer behaviour, there are
profound discrepancies between consumers’ conscious self-reporting and their observed actions.
Ultimately, the study concludes that traditional marketing research should be complemented with more
advanced tools to accurately capture the consumers’ true decision-making process.
