Consumer Perceptions and Ethical Concerns in Artificial Intelligence Enabled Neuromarketing

This thesis introduces the Ideal Path Fidelity (IPF) metric as a structured framework for analysing how closely audiences follow intended visual narratives in digital communication. Positioned as a design science contribution, the work emphasises theoretical specification and proof-of-concept implementation rather than large-scale empirical testing. Drawing on narrative theory, cognitive psychology, and eye-tracking research, the framework integrates three components, Order Compliance, Stage Coverage, and Path Proximity, into a composite measure that captures the alignment between a creator’s intended path and the viewer’s actual scan path. A multi-platform implementation demonstrates methodological feasibility across web and R. The contribution lies in delivering a replicable, theoretically grounded metric that produces diagnostic insights into sequential viewing behaviour and establishes a practical foundation for future empirical validation. The thesis concludes with recommendations for methodological refinement and an agenda for empirical studies, highlighting the potential of IPF as both a research framework and an applied diagnostic instrument for sustainable marketing and related communication. Companies are increasingly adopting green initiatives to help the planet and strengthen their brand value. However, this trend faces a credibility challenge as surveys show that 71% of consumers distrust corporate environmental claims and 81% do not believe clothing brands’ eco-friendly statements (Kim et al., 2022). Narrative-based messaging can help bridge this credibility gap by making green advertising more persuasive and believable (Kim et al., 2022). The IPF metric offers a practical way to gauge this effect: by measuring how closely viewers follow an intended sustainability story (e.g. problem → solution → impact), it lets marketers ensure their digital campaigns deliver a coherent, credible narrative.