Neuro-Information Economics: Integrating Emotional Engagement and Information Credibility in Consumer Decision Models

This study proposes a neuro-information economics framework that integrates information economics and neuromarketing perspectives to explain consumer decision-making in digital marketplaces. While information credibility and accessibility have long been recognized as key determinants of purchasing behaviour, existing models provide limited insight into the role of subconscious emotional processes in shaping consumer responses to information. Addressing this gap, the study examines how emotional engagement mediates the relationship between information credibility and consumer outcomes, including perceived product quality, trust, purchase intention, and loyalty. Drawing on survey data collected from urban consumers in Chennai, India, the research employs Structural Equation Modelling (SEM) to test the proposed conceptual framework. The findings reveal that emotionally engaging information cues—such as influencer endorsements, packaging design elements, and verified online reviews—significantly strengthen the positive effects of information credibility on consumer trust and purchase intentions. Emotional engagement further enhances customer loyalty by reinforcing favourable perceptions of product quality and brand reliability. The study contributes to consumer behaviour theory by introducing an interdisciplinary framework that bridges economic and neurological approaches to decision-making. The findings offer practical implications for marketers and digital platform managers seeking to design communication strategies that simultaneously enhance information credibility and emotional resonance. By demonstrating the interaction between cognitive evaluation and affective response, the research advances the emerging field of neuro-information economics and provides a foundation for future investigations into digitally mediated consumer behaviour.