2026-10-30T17:20:32Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/119132026-07-14T00:10:55Zcom_10259_9391com_10259_5087com_10259_2728col_10259_9392

San Martín Gutiérrez, Sonia Blanco Loa, Germán 2026-07-13T11:15:21Z 2026-07-13T11:15:21Z 2026 2026-05-28 https://hdl.handle.net/10259/11913 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. application/pdf eng Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess Marketing Psychology Consumer behaviour Virtual reality Supermarket Consumidores-Conducta Consumer behavior Realidad virtual Virtual reality Marketing and psychology to better understand consumer behaviour info:eu-repo/semantics/bachelorThesis info:eu-repo/semantics/acceptedVersion