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Article
Publication date: 22 September 2021

Behzad Izadi, Ali Ghaedi and Mohammadreza Ghasemian

Neuromarketing is a science that can examine human subconscious decisions and activities. The study aimed to investigate the neuropsychological responses of consumers to promotion…

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Abstract

Purpose

Neuromarketing is a science that can examine human subconscious decisions and activities. The study aimed to investigate the neuropsychological responses of consumers to promotion strategies and the decision to buy sports products, in order to determine the more effective strategy.

Design/methodology/approach

An experimental design clarifies whether there is a significant difference between the neuropsychological responses resulting from selective promotional strategies (charity, endorsement, advertising and discount). The authors conducted the research with 40 young adults (20 males and 20 females; age range 25–35 years). The Enobio 20-channel electroencephalograph (EEG) is used to record waves, a two-item questionnaire is used to measure purchasing decisions and self-assessment forms are used to measure arousal and pleasure. Data analysis performed by Friedman's statistical methods and logistic regression using SPSS 22 software.

Findings

Based on the alpha wave, the results showed the two charity and endorsement strategies had the highest effect on consumer attentions. The pleasure had the highest value in the discount, and the arousal had the highest value in the charity strategy. Neuropsychological responses also explain a significant percentage of the consumer decision to buy.

Research limitations/implications

Access to research samples is difficult due to the ignorance of the samples as well as the fear of possible harm from imaging and brain scanning methods.

Practical implications

Neuromarketing is a science that can examine human subconscious decisions and activities.

Social implications

The information obtained neural methods are more accurate than traditional research methods.

Originality/value

This study showed the alpha brainwave (attention), arousal and pleasure explain a significant part of the consumer decision to buy. More scientific data can be obtained through new scientific approaches such as neuromarketing, which has a great impact on understanding consumer behavior. Therefore, marketers and researchers can make their promotional activities more effective in terms of them.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

Available. Open Access. Open Access

Abstract

Details

Journal of Intelligent Manufacturing and Special Equipment, vol. 4 no. 1
Type: Research Article
ISSN: 2633-6596

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