Emotional Resonance and AI-Driven Consumer Behavior: A Hybrid Framework for Decision-Making in Digital Markets

This study examines the evolving relationship between emotional perception and consumer behavior in AI-driven digital environments. While classical economic theories emphasize rational choice, contemporary interdisciplinary research highlights the critical role of emotional resonance in shaping consumer preferences, engagement, and decision-making processes. Building upon the Serezian Model (Serez, 2025a), alongside established research on emotional responses and perception (Juslin & Västfjäll, 2008; Cross, 2001), this paper proposes a hybrid framework integrating emotional triggers, algorithmic exposure, and cultural interpretation. The study argues that modern consumer behavior is increasingly influenced by emotionally aligned stimuli delivered through intelligent systems rather than purely rational evaluation. The findings contribute to a broader understanding of how artificial intelligence interacts with human perception to shape behavior in digital markets.