EMOTIONAL AND COGNITIVE REACTIONS TO MARKETING STIMULI: MECHANISMS UNDERLYING JUDGMENTS AND DECISION MAKING IN BEHAVIORAL AND CONSUMER NEUROSCIENCE.

• Author: Drugau-Constantin, Andreea
• Position: Report

1. Introduction

   Neuroscientific methods can be instrumental in accurately assessing implicit responses to marketing stimuli. Neuroscience data may straighten out general processes triggering decision making. Analysis of neural mechanisms may clarify why behavior is dysfunctional in a wider biological sense, for differentiating between rival psychological accounts and for thinking up more thoroughly targeted interventions to impact and alter behavior. Encapsulating neurocognitive processes entailed in naturalistic decision frameworks (Giroux, 2017; Machan, 2017; Popescu, 2014) is essential to comprehending behavioral disorders, e.g. obesity, addiction, and compulsive conducts. The increase of neuroimaging tools with improved spatial and temporal resolution has stimulated investigations that shed light on neural elements of choice and neural predictors of selection. (Smidts et al. 2014; Hsu and Yoon, 2015)

2. Literature Review

   A development of established marketing practices, neuromarketing attempts to envisage and influence consumer purchasing intention (Andrei et al., 2016; Lazaroiu, 2017; Panova and Buber-Ennser, 2016; Stewart and Mika, 2017) by figuring out how instinctive impulses and affect may be set off to establish routine buying reactions. The kinds of consumer persuasion deriving from the practice conflict with rhetorical demands of standard advertising and market investigations. Neuromarketing employs brain-imaging knowledge to clarify how consumers react to advertising stimulus. Marketers utilize such information to construe the subtleties (Argenton, 2017; Machan, 2016; Peters, 2016; Stroe, 2018) that seemingly differentiate between fruitless and noteworthy advertising campaigns. Personalized advertising may advance much further than established focus groups and be more cost-effective by deriving marketing information from the targeted individuals' un/subconscious. (Nemorin, 2017)

3. Methodology

   Using data from Content Marketing Institute, Invodo/e-tailing group, MarketingCharts, MarketingSherpa, Neustar, Pew Research Center, and SmartBrief, I performed analyses and made estimates regarding the influence of content on purchasing decisions, product videos as online shopping aids, expected online behaviors of smartphone users (by age), and the percentage of online shoppers who say they would typically buy in store without looking at prices online/ buy online without looking at prices in a store/compare prices if they needed to make a...