Digitalization has transformed the cognitive and emotional processes closely associated with consumer behavior. The traditional notion of the rational individual, which once dominated marketing and economic thought, has now given way to a new model of the digital consumer, characterized by limited attention capacity, emotional responsiveness, and algorithmic guidance. Accordingly, the aim of this chapter is to examine, from multiple perspectives, the mechanisms of perception, emotion, and psychological influence that silently shape consumer decisions in digital environments. The study is conceptual and literature-based in nature. It explores how perception is managed within the framework of the attention economy, addressing the subconscious effects of color, framing, and interface design on consumer decision-making. The strategic function of emotions is discussed through the lens of neuromarketing research, demonstrating that affective responses precede cognitive evaluations in the decision-making process. Within the framework of the “Invisible Hands” metaphor, the chapter further analyzes digital nudges, choice architecture, and the ethical boundaries of manipulation. The findings indicate that digital consumer decisions are largely driven by emotional and perceptual stimuli, while algorithms increasingly possess the capacity to anticipate and shape these processes.