MECHANISMS OF COGNITIVE DETERMINATION OF CONSUMER CHOICE IN THE DIGITAL INTERACTION ENVIRONMENT OF B2C MARKET PARTICIPANTS

Abstract

The article conducts a comprehensive study of theoretical and applied aspects of cognitive determination of consumer behavior in the context of intensive digitalization of the B2C market. The authors scientifically substantiate the role of modern digital marketing tools, enhanced by artificial intelligence and predictive analytics, as an active determinant that models an individual’s cognitive states and transforms the fundamental architecture of decision-making. The paper provides a systematic classification of key groups of cognitive influence factors: critical information overload leading to the «choice paralysis» phenomenon and increased cognitive friction; the cognitive ergonomics of choice architecture within UX/UI design; and multifaceted interactive mechanisms of social reinforcement (social proof, influencer impact, and UGC).

Special focus is placed on the ethical dimension of digital interaction: a detailed analysis of manipulative «dark patterns» – including hidden costs, forced continuity, and artificial scarcity – that exploit the subconscious vulnerabilities and cognitive biases of the human psyche is conducted. The study substantiates the necessity of transitioning from manipulative tactics to the «ethical nudging» concept, which is based on principles of transparency, respect for consumer autonomy, and the facilitation of rational choice through the reduction of cognitive load.

The scientific novelty of the work lies in the development of an original integrated model of cognitive interaction. This model visualizes the multi-layered dynamics of the Customer Journey through the sequential activation of four critical levels: sensory activation, cognitive filtering, heuristic evaluation, affective reinforcement.

The practical significance of the research results lies in the formulation of strategic recommendations for designing «cognitively comfortable» digital ecosystems. Such systems allow enterprises to minimize user cognitive resistance, optimize mental efforts during the selection process, and ensure the formation of sustainable brand loyalty, trust, and high Customer Lifetime Value (LTV) in the conditions of a highly competitive, data-driven network economy.