The Impact of Neuromarketing Advertising on Children: Intended and Unintended Effects

Abstract

Purpose: This research is aimed at assessing the impact of neuromarketing advertisements on children. This is carried out by establishing the two types of effects that can occur as a result of neuromarketing advertising: intended and unintended effects. Design/Methodology/approach: The researcher intends to use a quantitative approach. Findings/expected outcomes: Findings will shed the light on which factors (intended vs. unintended) have more power on children. Based on that, conclusions, recommendations will be established and raised to concerned parties. Practical implications /social implications: Children are the most impressionable sector of our society. By performing this research, neuromarketing can now have the chance to prove that it can be used for the greater good if in fact proven to have more power as an intended effect advertising tool to aspire change. Originality/Value: The research present the literature review and a conceptual framework to assess those effects on children in the context of neuromarketing. These effects have not been tested in the context of neuromarketing as well as their collective impact on those children.
 Keywords: neuromarketing, advertising, intended effects, unintended effect, children

Análisis de la Producción Científica del Neuromarketing: Perspectivas para Cuba

“…Diversos autores han realizado investigaciones sobre el neuromarketing, asociado fundamentalmente a la publicidad en sectores económicos como el turismo. En el presente, muchas compañías trazan estrategias de marketing para captar en la medida de lo posible toda la atención de sus clientes y adentrarse en su subconsciente, por lo que han incorporadonuevos procedimientos en el diseño de sus planes de comercialización (Al Abbas, Chen, & Saberi, 2019).…”

Unhealthy food advertising to South African children through television: a content analysis.

“…Research has shown that consumers feel a sense of control and rationality with regard to decisionmaking; however, Abbas, Chen and Saberi (2019) indicate that consumers are irrational and generally unaware of the full range of factors that dictate the outcome of a purchase decision. Therefore, neuromarketers have adopted a range of technologies such as functional magnetic resonance imaging, to better understand the activity taking place within the brain (Lim, 2018).…”

“…Abbas, Chen and Saberi (2019) are unanimous in their belief that analysing data obtained by neuroimaging techniques is still in its infancy. As a result, the commercial advantage gained by using neuromarketing is said to be speculative as countries such as France have prohibited the use of brain imaging and subliminal marketing within a commercial context (Abbas, Chen & Saberi, 2019). Neuromarketing is a relatively new technique that allows marketers to gain insight into the manner in which consumers process various methods of persuasive advertising in the form of advertising appeals and promotional strategies, which have proven to be effective methods for targeting children via television (Casais & Pereira, 2021).…”