2026-07-16T00:20:34Zhttps://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 513 600 0000-0002-5030-9669 Blanco Loa, Germán 734583a4-e516-4c47-b6a5-90b87eb439f2 600 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 THUMBNAIL Blanco_Loa_Germán-TFG.pdf.jpg Blanco_Loa_Germán-TFG.pdf.jpg IM Thumbnail image/jpeg 3682 https://riubu.ubu.es/bitstream/10259/11913/4/Blanco_Loa_Germ%c3%a1n-TFG.pdf.jpg 99779ebba23af045f3f78f7b56739df8 MD5 4 LICENSE license.txt license.txt text/plain; charset=utf-8 1362 https://riubu.ubu.es/bitstream/10259/11913/3/license.txt 5d013bfa6e473ff0db22cd82a4d71a70 MD5 3 CC-LICENSE license_rdf license_rdf application/rdf+xml; charset=utf-8 805 https://riubu.ubu.es/bitstream/10259/11913/2/license_rdf 4460e5956bc1d1639be9ae6146a50347 MD5 2 ORIGINAL Blanco_Loa_Germán-TFG.pdf Blanco_Loa_Germán-TFG.pdf application/pdf 2447297 https://riubu.ubu.es/bitstream/10259/11913/1/Blanco_Loa_Germ%c3%a1n-TFG.pdf e335fbe75d8fd00c1756536172bf4292 MD5 1 10259/11913 oai:riubu.ubu.es:10259/11913 2026-07-14 02:10:55.799 Repositorio Institucional de la Universidad de Burgos bubrep@ubu.es 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