Cognitive Systems in Branding: Linking Neuromarketing, Emotions, andSubliminal Persuasion to Customer Choices throughthe IMPACT Method

This paper explores the cognitive processes underlying branding and consumer behavior, emphasizing Kahneman's System 1 and System 2 framework and its extensions.Key theories, including Zhao's three-system model and Rottenstreich et al.'s focus on memory-based versus stimulus-based choices, highlight how emotional and intuitive (System 1) and rational (System 2) processes influence customer decisions and purchases.Neuromarketing strategies leverage emotions, subliminal cues, and persuasion to create intuitive brand associations, while rational deliberation reinforces logical justifications for consumer choices.Insights from dynamic dualprocess models and regret theory further illuminate how urgency, emotions, and decision context shape behavior.By integrating feeling and thinking in branding strategies, this study bridges the gap between emotional engagement and rational decision-making, offering actionable frameworks for neurobranding, mainly through the IMPACT method, developed by the author -built with the aim of fostering customer loyalty and purchase decisions.