The impact of neuroeconomic markers on the transformation of digital consumer behavior under conditions of war-related crisis in Ukraine

The article examines the mechanism of transformation of digital consumer behavior under conditions of a war-related crisis in Ukraine from the perspectives of neuroeconomics and behavioral economics. A war-related crisis is interpreted as a prolonged stress environment that systematically alters the cognitive and emotional conditions of economic decision-making, reducing the availability of analytical resources and increasing reliance on automated and heuristic-based processes. Under such circumstances, neuroeconomic markers associated with emotional valence, arousal level, loss sensitivity, and the need for security become increasingly significant. It is shown that in the digital environment these markers reshape the logic of consumer choice, shifting decision-making from rational evaluation of product characteristics toward rapidly perceived signals of trust, familiarity, stability, and uncertainty reduction. Particular attention is paid to cognitive biases as a key mechanism through which neuroeconomic reactions are translated into stable digital behavioral decisions. The study demonstrates that the architecture of digital platforms, algorithmic recommendations, and interface design act as active factors that reinforce and stabilize these behavioral patterns. The article proposes a dynamic model describing the formation and long-term evolution of digital consumer behavior under conditions of prolonged war-related instability. This model reflects the transition from reactive, emotionally driven decisions to relatively stabilized patterns of digital consumption oriented toward security, predictability, and risk minimization. The results provide a theoretical foundation for further empirical research into neuroeconomic determinants of digital consumer behavior in crisis contexts.