Neuromarketing from the Perspective of Advertising Professionals

Abstract

Semi-structured, in-depth interviews were conducted with the senior level advertising agency employees that work in the creative and strategic planning departments to learn about their opinions on neuromarketing and the various issues related to neuromarketing. Interpretative phenomenology analysis (IPA) was used to examine the research data. The study reveals three interpretive themes: 1) Neuromarketing and advertising research (the role of research in advertising – applying neuromarketing to advertising); 2) perspectives on neuromarketing and related topics (concerns about creativity in advertising – ethical issues); and 3) the future of neuromarketing. The results from this study indicate that advertising professionals are aware of neuroscience, but opinions on the use of neuroscience in marketing and advertising differ mostly based on the department they work in at the agency.

Opinion balance of news in the time of mistrust in media and democratic institutions

“…For some, neuromarketing represents the "golden age" of advertising and marketing since it attempts to use scientific data to crack the code of consumers' behavior and decisionmaking processes. Although it is under criticism because of the techniques it employs and ethical concerns, neuromarketing continues to gain popularity in advertising and marketing research (Bakir et al, 2017). Interesting findings could be applied from the field of neuromarketing to the creation of campaigns, but at the same time, thanks to neuromarketing research, it is possible to verify in advance the effectiveness of advertising and the emotions it has evoked in the customer (Kusá & Beličková, 2023).…”

The potential of AI tools in formal education

“…For some, neuromarketing represents the "golden age" of advertising and marketing since it attempts to use scientific data to crack the code of consumers' behavior and decisionmaking processes. Although it is under criticism because of the techniques it employs and ethical concerns, neuromarketing continues to gain popularity in advertising and marketing research (Bakir et al, 2017). Interesting findings could be applied from the field of neuromarketing to the creation of campaigns, but at the same time, thanks to neuromarketing research, it is possible to verify in advance the effectiveness of advertising and the emotions it has evoked in the customer (Kusá & Beličková, 2023).…”