 CONSUMER RESPONSE TO CELEBRITIES IN BANK ADVERTISEMENTS: IMPLICATIONS FROM EEG SIGNALSSuleyman Donmuş and
Atilla Yucel
Ekonomi Maliye Isletme Dergisi, 2020, vol. 3, issue 2, 176-190 Abstract: Nowadays, it is a known fact that in the field of marketing, banks use different ways of advertising to differentiate themselves from their competitors. One of the methods that banks use to distinguish themselves from their competitors is that they use famous people in advertising activities. The aim of the banks' use of the famous usage is to attract the attention of the consumer and to ensure that the bank takes place in the consumer's mind. Among the many methods used in the researches, one of the most effective methods in this regard was the use of famous people in advertisements. In this study, EEG analysis method, which is one of the methods of neuromarketing, was used to measure the effect of famous usage of advertisements on customers' choice of bank. Study; a total of 30 voluntary participants (15 male and 15 female) watched the commercial film of Halk Bank for 54 seconds and their responses were measured by the EEG analysis method. As a result of the research; It was determined that 24 (n = 80%) of 30 volunteer respondents responded and 6 (n = 20%) did not respond. Keywords: Neuromarketing; EEG; Advertising; Bank Ads. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:gnx:emid43:2020-3-2-788170 DOI: 10.46737/emid.788170 Access Statistics for this article More articles in Ekonomi Maliye Isletme Dergisi from Adil AKINCI |
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