Dual Dopamine: AI Marketing's Hybrid Operant Conditioning via Positive-Negative Reinforcement Pathways

Abstract

This study explores how AI‑driven marketing systems in the digital economy influence consumer decision making through a dual process of positive and negative reinforcement. The concept of “dual dopamine” hybrid operant conditioning is examined, where rewards such as discounts and free trials coexist with pressures like ads, time limits, and FOMO triggers. Data were collected from digital consumers and analysed using descriptive and inferential statistics to identify behavioural patterns related to purchase motivation, pressure, and regret. The results highlight how AI systems leverage both reinforcement types to sustain engagement and spending. The study offers practical insights for companies and MSMEs to design commercially effective yet ethically balanced neuromarketing strategies in an increasingly dopamine‑driven marketplace.