Understanding the Neuromechanisms of Consumer Behavior in Advertising Industry

Norsiah Fauzan
Authors registered in the RePEc Author Service: Antoneta Polo ()

European Journal of Economics and Business Studies Articles, 2015, vol. 1

Abstract: The objective is to acknowledge the relevance of the unconsciousness in the consumers’ behavior by providing a new point of view based on the innovative findings of cognitive neuroscience. This paper highlights recent studies on emotion, and memory, focusing on their implication in the advertising process. The intention of this paper is to open our eyes to new scientific findings that may well mean a new way of understanding how advertising works, giving a new value to the role of emotion and consciousness. The 21st century gives us the opportunity to look once more at the perspective of incorporating validated scientific contributions based on the new discoveries about brain functioning. This article will build bridges between these scientific results and current advertising practice in a way that allows us to introduce a new point of view which redefines the influence of emotions and its role in the processes of memory, attention, reasoning and decision-making.

Keywords: Consumer neuroscience; emotions; advertising (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://brucol.be/index.php/ejes/article/view/5252 (text/html)
https://brucol.be/files/articles/ejes_v1_i3_15/Norsiah.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eur:ejesjr:48

DOI: 10.26417/ejes.v3i1.p149-153

Access Statistics for this article

More articles in European Journal of Economics and Business Studies Articles from Revistia Research and Publishing
Bibliographic data for series maintained by Revistia Research and Publishing ().