Susceptibility to digital neuromarketing and purchasing behavior in Millennial and Centennial generations: A multivariate comparative analysis in Paraguay

Abstract

Digital neuromarketing has transformed business strategies, but there is limited empirical evidence on how different generations respond to these techniques. The objective is to comparatively analyze susceptibility to digital neuromarketing and its relationship to inconsistency in purchasing preferences among Millennials and Generation Z in Paraguay. The methodology is based on a mixed-methods approach with a concurrent triangulation design (DITRIAC), including a cross-sectional correlational study with 487 participants. The SNMD-20 scale was developed and validated using confirmatory factor analysis. The results identified that Generation Z showed significantly greater susceptibility (M=3.87) compared to Millennials (M=3.21; F=84.32, p<.001). Susceptibility significantly predicted inconsistency between stated preferences and purchasing behavior (β=0.42, p<.001). The findings show that Generation Centennial demonstrates greater vulnerability to digital neuromarketing techniques, particularly influencers and personalization, which underscores the need to strengthen regulatory frameworks for consumer protection.