Neuromarketing from the Perspective of Advertising Professionals
Book chapter > Chapter Other Book · 2016
Authors: Uğur BAKIR, Muge Elden, Erdem Gecit
Advances in Business Strategy and Competitive Advantage, Chapter Other Book, IGI Global, B, International, 2016, pp 257-276, ,
DOI: 10.4018/978-1-5225-1028-4.ch011
Summary
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.