نوع مقاله : مقاله علمی-پژوهشی
عنوان مقاله English
نویسنده English
While data-driven marketing excels at tracking overt customer behaviour, mounting neuro-consumer evidence suggests that up to ninety-five percent of purchase decisions originate in the unconscious mind. Bridging the gap between numerical analytics and pre-cognitive emotion, this study investigates the efficacy of multisensory art-therapy interventions for activating unconscious processes and translating their emotional signals into real-time personalisation. Employing an exploratory–explanatory sequential mixed-methods design, we first conducted twenty immersive art-therapy sessions in an augmented-reality studio with Generation Z and Y consumers in Tehran and Berlin. Grounded-theory coding of interviews, video logs and participant artworks revealed six dominant themes—such as Artistic Resonance and Algorithmic Trust Cue—that informed the quantitative phase. Subsequently, 300 participants were randomly assigned to three experimental conditions (multisensory art, visual-only art and data control). During brand exposure we recorded 32-channel EEG, electro-dermal activity and eye tracking. Partial least-squares structural-equation modelling confirmed the causal chain Art Therapy → Unconscious Activation → Brand Attachment → Purchase Intention (β = 0.62 to 0.47, p < .001), while algorithmic transparency significantly moderated the final link (β = 0.15, p = .02). Neurophysiological indices supported the behavioural findings: frontal-theta power in the multisensory group was 2.5× higher than control, and first-fixation latency on the brand logo shortened by 42 percent. A multimodal LSTM model combining neural, physiological and clickstream data achieved 87 percent accuracy (AUC-ROC = .93), outperforming behaviour-only baselines by twenty percentage points. Financially, multisensory art produced an emotional return on investment of 4.1 within the first week, compared with 1.2 for a data-only campaign. Collectively, the results demonstrate that art-therapy-augmented marketing not only deepens brand attachment but also generates superior economic value—provided that real-time explainable AI dashboards uphold consumer trust and data-ethics standards. We therefore recommend (i) establishing in-house sensory experience labs, (ii) developing a self-regulatory charter for emotional data, and (iii) instituting a national “Sensory Stimulation Quality Index” to benchmark future campaigns.
کلیدواژهها English
