An Exploratory Qualitative Study to Investigate the Neural Basis of Advertising, Promotion Processes, and Their Psychological Effects

Document Type : Original Article

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Faculty of Commerce, Cairo University, Giza, Egypt

Abstract

Previous studies overlooked examining the role of sensory receptors regarding the effects of advertising and promotion and did not provide a detailed explanation of how these effects occur. This study focuses on these aspects, in addition to distinguishing between the appetitive and defensive systems of the human psyche in order to reveal the paradoxical effects of advertising and promotion in society. An exploratory qualitative research was conducted, utilizing in-depth structured interviews with 12 participants, including 12 open ended questions and supported by previous literature reviews. The functions of sensory receptors and brain regions must be empirically studied, regarding the neural mechanisms of advertising and promotional processes. This research also investigates the effect of advertising and promotional materials on the viewer’s appetitive and defensive systems, in addition to the effect of repeated exposure to these materials on the brain areas responsible for memory and emotions.

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