RICON System Applied to Consumer Neuroscience: A Study Developed at the Military College of Rio de Janeiro with Machine Learning Support

Abstract

The growth of digital media and marketing strategies has intensified impulsive consumption, especially among young people, by stimulating the brain’s reward system and reducing critical reflection. This study presents RICON – Conscious Informational Reeducation, aimed at promoting sustainable consumption through educational practices based on neuroscience and technology. The research was conducted by students from the Colégio Militar do Rio de Janeiro, involving 25 participants aged 15 to 20 who took part in a 10-day experiment in an interactive digital environment. The collected data were analyzed statistically and through machine learning techniques, which enabled the identification of five consumer profiles. Among participants, 68% showed positive progress, with an average absolute gain of ≈ 0.60 and a normalized gain of ≈ 0.35. An educational website was also developed to provide access to the materials and activities used during the intervention. It is concluded that the integration of technology, neuroscience, and education enhances awareness of consumption habits and contributes to strengthening digital citizenship and sustainability.