Paper Title
Stress, Culture, and Neural Value Signals in Thai Digital Commerce: An Integrative Evidence-Based Framework

Abstract
This paper positions Thai online purchasing as a social-scientific problem shaped by neural value signals, acute stress, and culture. The studieswere synthesised by convergent evidence that (i) neural activity predicts purchasing beyond self-reports—product desirability engages the nucleus accumbens (NAcc), price/value engages the ventromedial prefrontal cortex (vmPFC), and the “pain of paying” involves the insula; (ii) acute stress exaggerates the reflection effect—risk-seeking in losses and risk-aversion in gains—consistent with dual-process accounts; (iii) reappraisal and acceptance rely on partially distinct networks (e.g., ventrolateral prefrontal cortex and insula) and outperform suppression for affect and well-being; (iv) retailer reputation reduces perceived risk with culture-contingent magnitudes; (v) flash-sale impulse buying is driven by arousal and pleasure amplified by scarcity cues; and (vi) in Thailand, COVID-19 anxieties differ by locality while resilience moderates lifestyle change. The integration between these strands into a Thai-relevant framework deriving design propositions for digital commerce: transparent price–value narratives to engage vmPFC and reduce insula-based “payment pain”; information-rich, responsible scarcity; reputation and social proof as primary risk-reducers in higher-uncertainty-avoidance contexts; face-preserving service recovery; and resilience-aware, urban–rural segmentation. We contribute an evidence-based checklist for Thai platforms and outline ethical guardrails for neuromarketing-informed practice. Keywords - Consumer Neuroscience; Thai Digital Commerce; Acute Stress; Emotion Regulation; Reputation; Flash Sales; Culture; Resilience