COGNITIVE PATHWAYS IN DIGITAL COMMERCE: INTERDISCIPLINARY APPROACHES TO CUSTOMER ENGAGEMENT

Abstract

Digital commerce has evolved from transactional exchanges to cognitively driven experiences where customer engagement is shaped by interdisciplinary insights. This article examines cognitive pathways in digital commerce by integrating perspectives from psychology, neuroscience, data science, design thinking, and cultural studies. It highlights how attention, memory, decision heuristics, and emotional triggers influence consumer journeys, while technologies such as AI personalization, AR/VR, and conversational commerce enhance engagement. The study emphasizes the benefits of interdisciplinary approaches in fostering loyalty, trust, and optimized decision-making, while also addressing ethical concerns such as privacy, manipulation, and digital fatigue. Findings suggest that future strategies for customer engagement must be human-centered, ethically responsible, and aligned with cognitive complexities to ensure sustainable digital commerce ecosystems.