NEURO-EMOTIONAL ADVERTISING AND SUBCONSCIOUS CONSUMER DECISION-MAKING IN THE FAST-MOVING CONSUMER GOODS SECTOR IN SOUTH-WEST NIGERIA.

This study examines how five dimensions of neuro-emotional advertising (emotional appeal, sensory stimuli, neurological engagement, message framing, and brand personality projection) relate to subconscious consumer decision-making among fast-moving consumer goods (FMCG) consumers in South-West Nigeria. A cross-sectional survey was conducted in Lagos, Ogun, and Oyo States using a structured five-point Likert questionnaire distributed to FMCG consumers. Of the 384 questionnaires administered, we analysed 208 usable responses (54.2%) using Pearson correlation and multiple regression in SPSS. All five dimensions correlated positively with subconscious consumer decision-making (r = 0.246 to 0.506, p < 0.01). In the regression model (R² = 0.527; adjusted R² = 0.519; F(5, 202) = 65.29, p < 0.001), all five dimensions were positive and statistically significant predictors. Brand personality projection had the largest standardised coefficient (β = 0.345), followed by emotional appeal (β = 0.306), sensory stimuli (β = 0.292), message framing (β = 0.214) and neurological engagement (β = 0.116). The results suggest that FMCG advertising works through several complementary routes at once, and that projecting a distinctive, trustworthy brand personality is the strongest single correlate of automatic, emotion-driven purchase tendencies in this market. Because the outcome and predictors are self-reported and the design is cross-sectional, the findings describe associations, not causal effects, and should be followed by experimental and neurophysiological work