The Impacts of Advertising and Promotion in Light of the Activity of: Sensory Receptors, Brain Regions and Appetitive and Defensive Motivational Systems

نوع المستند : المقالة الأصلية

المؤلفون

1 P.h.D Research Scholar-Marketing- Faculty of Commerce, Cairo University

2 Professor of Marketing-Faculty of Commerce-Cairo University

3 Assistant Professor of Marketing-Faculty of Commerce-Cairo University

المستخلص

This study shows the neural basis which lies behind the success of advertising and promotion processes, represented in the degree of activation of audiences’ sensory receptors, in addition to the connectivity of their brain regions. It directs attention to the effect of these processes on their appetitive and defensive motivational systems as well.
Methodology: This experimental qualitative study is built upon three consecutive experiments and primary data collected through in-depth interviews. It is explanatory in nature, including three interconnected studies.
Findings: Sensory receptors are triggered by advertising and promotional messages. Their activation degree relies on the elements used in these messages, in terms of their strength of influence and diversity. The neural associations between brain regions allow the flow of these messages from the information processing areas to the behavior guidance areas, passing through the emotion areas in the brain. Advertising and promotional messages stimulate one of the systems at the expense of the other, namely appetitive, and defensive systems.

الكلمات الرئيسية

الموضوعات الرئيسية

المجلة العلمية للدراسات التجارية والبيئية
المجلد 15، العدد 4
أكتوبر 2024
الصفحة 2671-2721

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