Persuasion Psychology and Consumer Purchase Behaviour in the Nigerian Food and Beverage Industry

The growing importance of persuasion psychology has significantly shaped how brands influence consumer behaviour and drive purchase decisions. However, in Nigeria’s competitive food and beverage industry, many firms still struggle to apply effective persuasive strategies that stimulate motivation, shape attitudes, enhance word of mouth, and influence price sensitivity. Nestlé, despite its longstanding presence in the market, faces the challenge of aligning persuasion mechanisms with consumer expectations in a digitally evolving landscape. This study examines the impact of persuasion psychology on consumer purchase decision, focusing on customers of Nestlé products in Ilorin, Kwara State. Specifically, the study investigates the effect of subliminal messaging on consumer motivation; assesses how message variables influence word of mouth; evaluates the relationship between price and price sensitivity; and determines the effect of environmental and contextual variables on consumer attitude. A descriptive survey research design was adopted. Data were collected using a structured questionnaire based on a 5-point Likert scale, and the convenience sampling technique was used to reach a sample of 384 respondents. Data were analyzed using both descriptive and inferential statistics to test the hypothesized relationships using SmartPLS 4.0. Findings revealed that subliminal messaging significantly impacts consumer motivation; message variables strongly influence word of mouth; price is a significant factor in shaping price sensitivity; and environmental and contextual variables have a notable effect on consumer attitude. The study concludes that persuasion psychology significantly influences consumer purchase decisions in the Nigerian food and beverage industry. It recommends that Nestlé integrate psychological persuasion tools such as tailored subliminal cues, emotionally appealing messaging, strategic pricing, and environment-based marketing to drive deeper consumer engagement and purchasing behaviour.