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Zero-Friction Consumption: Strategic and Ethical Implications of Brain-Computer Interfaces for Marketing Management

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  • Koukopoulos, Anastasios

Abstract

Brain–computer interfaces (BCIs) are moving from laboratory neuromarketing to consumer applications that enable perpetual cognitive telemetry, detecting affective and cognitive states and even purchase readiness before conscious deliberation. This paper introduces Zero-Friction Consumption, a framework describing how neural-to-transaction pathways compress cognitive friction and accelerate purchase authorization, especially in digitally fulfilled contexts. We reframe the marketing mix as the Cognitive 4Ps and discuss strategic implications for product design, pricing, distribution, and promotion. We also examine risks to autonomy and mental privacy, including brain spyware, and propose neuro- rights–aligned safeguards for transparent, controllable BCI-mediated marketing.

Suggested Citation

  • Koukopoulos, Anastasios, 2026. "Zero-Friction Consumption: Strategic and Ethical Implications of Brain-Computer Interfaces for Marketing Management," MPRA Paper 128451, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:128451
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    References listed on IDEAS

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    1. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
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    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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