Neuroscientific studies of emotional processes have proposed that it is primarily emotions and not rationality that plays a vital part in influencing decision making, perception, cognition, and behaviour. Understanding of emotional processes is vital for development of marketing and advertising campaigns because successful branding and advertising depends on understanding and developing an emotional appeal towards consumers. The issue however within advertising and marketing practice persists that traditional research methods cannot uncover these emotional processes as they are only reflected in the brain and through physiological reactions. This means that we do not know for sure the reasons for consumers perceiving ads and brands a certain way, nor do we know for sure how to engage their attention and behaviour. It is proposed that by applying neuroscientific research studies and physiological reaction testing to advertising and marketing stimuli, under the discipline of neuromarketing, traditional research methods can be made more accurate and advertising effectiveness increased. Although neuromarketing cannot be used to guide behaviour, it can be used to develop understanding of how emotional processes influence perception and behaviour. This has the potential to illuminate why some marketing actions and advertising works, and why others don´t. In turn, this can guide towards creating more effective advertising executions, branding and marketing strategies. The research paper explores the role of emotional processes and neuroscientific research into these processes from a theoretical and practical standpoint. The theoretical review explores the areas of the brain usually attributed to emotions in neuroscientific research, how the study of emotions in influencing behaviour and choice has altered behavioural economic theory, perception and preference to elements of the marketing mix, and advertising effectiveness measures. Issues from a practical standpoint are explored through monitoring of media articles available to the general public on the topics of neuromarketing and neuroscientific research. Interviews with practitioners within the advertising and marketing industry, neuroscientific research realm, and neuromarketing companies uncover further how the study of emotions through neuroscience and physiological reaction measures can be practically integrated into campaign development. A model for this integration is proposed by illustrating the areas in campaign development where neuromarketing can add value to advertising and branding.
|Uddannelser||Cand.soc.cbp Management of Creative Business Processes , (Kandidatuddannelse) Afsluttende afhandling|