IDEAS home Printed from https://ideas.repec.org/a/eur/ejesjr/23.html
   My bibliography  Save this article

Understanding the Neuromechanisms of Consumer Behavior in Advertising Industry

Author

Listed:
  • Norsiah Fauzan

Abstract

The objective is to acknowledge the relevance of the unconsciousness in the consumers’ behavior by providing a new point of view based on the innovative findings of cognitive neuroscience. This paper highlights recent studies on emotion, and memory, focusing on their implication in the advertising process. The intention of this paper is to open our eyes to new scientific findings that may well mean a new way of understanding how advertising works, giving a new value to the role of emotion and consciousness. The 21st century gives us the opportunity to look once more at the perspective of incorporating validated scientific contributions based on the new discoveries about brain functioning. This article will build bridges between these scientific results and current advertising practice in a way that allows us to introduce a new point of view which redefines the influence of emotions and its role in the processes of memory, attention, reasoning and decision-making.

Suggested Citation

  • Norsiah Fauzan, 2021. "Understanding the Neuromechanisms of Consumer Behavior in Advertising Industry," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 1, September.
    • Handle: RePEc:eur:ejesjr:23
    DOI: 10.26417/ejes.v3i1.p149-153
    as

    Download full text from publisher

    File URL: https://revistia.com/index.php/ejes/article/view/2546
    Download Restriction: no
    File URL: https://revistia.com/files/articles/ejes_v1_i3_15/Norsiah.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.26417/ejes.v3i1.p149-153?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Ms. Tatum Blaise Pua Tan, 2012. "Determinants of Credit Growth and Interest Margins in the Philippines and Asia," IMF Working Papers 2012/123, International Monetary Fund.
    2. Shijaku, Gerti & Kalluci, Irini, 2013. "Determinants of bank credit to the private sector: The case of Albania," MPRA Paper 79092, University Library of Munich, Germany.
    3. Serpil TOMAK, 2013. "Determinants of Commercial Banks' lending Behavior: Evidence from Turkey," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 3(8), pages 933-943.
    4. Serpil TOMAK, 2013. "Determinants of Commercial Banks’ lending Behavior: Evidence from Turkey," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 3(8), pages 933-943, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Oyakhilome Ibhagui, 2020. "Financial Reforms, Capital Investment and Financial Intermediation in China," South Asian Journal of Macroeconomics and Public Finance, , vol. 9(1), pages 58-86, June.
    2. Dorsaf Elbir Merhbene, 2021. "The relationship between non-performing loans, banking system stability and economic activity: The case of Tunisia," IHEID Working Papers 03-2021, Economics Section, The Graduate Institute of International Studies.
    3. Almir ALIHODŽIĆ & İbrahim Halil EKŞİ, 2018. "Credit growth and non-performing loans: evidence from Turkey and some Balkan countries," Eastern Journal of European Studies, Centre for European Studies, Alexandru Ioan Cuza University, vol. 9, pages 229-249, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Edmund Mallinguh & Zeman Zoltan, 2022. "Financial Institution Type and Firm-Related Attributes as Determinants of Loan Amounts," JRFM, MDPI, vol. 15(3), pages 1-12, March.
    2. Jibin Jose & Snehal S. Herwadkar & Prabal Bilantu & Shihas Abdul Razak, 2020. "Does Greater Creditor Protection Affect Firm Borrowings? Evidence from IBC," Margin: The Journal of Applied Economic Research, National Council of Applied Economic Research, vol. 14(2), pages 212-225, May.
    3. Tölö, Eero & Virén, Matti, 2021. "How much do non-performing loans hinder loan growth in Europe?," European Economic Review, Elsevier, vol. 136(C).
    4. Mwankemwa, Lusajo P. & Mlamka, Bonaventura, 2022. "Effects of Monetary Policy on Bank’s Credit Dynamics in Tanzania," African Journal of Economic Review, African Journal of Economic Review, vol. 10(2), March.
    5. David Makanile & Pastory Dickson, 2022. "Determinants of lending behaviour of commercial banks in Tanzania," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(2), pages 260-269, March.
    6. Almir ALIHODŽIĆ & İbrahim Halil EKŞİ, 2018. "Credit growth and non-performing loans: evidence from Turkey and some Balkan countries," Eastern Journal of European Studies, Centre for European Studies, Alexandru Ioan Cuza University, vol. 9, pages 229-249, December.
    7. Mwinlaaru, Peter Yeltulme & Ofori, Isaac Kwesi & Adiyiah, Kwadwo Agyeman & Idun, Anthony Adu-Asare, 2016. "Non-Performing Loans and Universal Bank’s Profitability," MPRA Paper 82902, University Library of Munich, Germany.
    8. Louhichi, Awatef & Boujelbene, Younes, 2017. "Bank capital, lending and financing behaviour of dual banking systems," Journal of Multinational Financial Management, Elsevier, vol. 41(C), pages 61-79.
    9. Shijaku, Gerti, 2016. "The role of money as an important pillar for monetary policy: the case of Albania," MPRA Paper 79088, University Library of Munich, Germany.
    10. Onder Ozgur & Erdal Tanas Karagol & Fatih Cemil Ozbugday, 2021. "Machine learning approach to drivers of bank lending: evidence from an emerging economy," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 7(1), pages 1-29, December.
    11. Shijaku, Gerti, 2016. "Foreign currency lending in Albania," MPRA Paper 79087, University Library of Munich, Germany.
    12. Dorothy Nampewo & Grace Ainomugisha Tinyinondi & Duncan Roy Kawooya & George Wilson Ssonko, 2016. "Determinants of private sector credit in Uganda: the role of mobile money," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 2(1), pages 1-16, December.
    13. Daitri Tiwary & Samit Paul, 2023. "Role of Bank Credit and External Commercial Borrowings in Working Capital Financing: Evidence from Indian Manufacturing Firms," JRFM, MDPI, vol. 16(11), pages 1-19, October.
    14. Emna Trabelsi, 2019. "Do independence and transparency matter for bank development? A new lookup on emerging and developing countries," Post-Print hal-02162780, HAL.
    15. Garšvienė Lina & Balčiūnaitė Kristina & Matuzevičiūtė Kristina & Ruplienė Dovilė, 2022. "Assessment of Factors Determining the Level of Private Credit in European Union Countries," Management of Organizations: Systematic Research, Sciendo, vol. 87(1), pages 67-82, June.
    16. Gerti Shijaku, 2015. "The Macroeconomic Pass-through Effects of Monetary Policy through Sign Restrictions Approach: In the Case of Albania," IHEID Working Papers 11-2015, Economics Section, The Graduate Institute of International Studies.
    17. Didarul Islam, 2022. "Determinants of Domestic Bank Credit to Private sectors in Bangladesh: An Empirical Investigation," Journal of Economic Impact, Science Impact Publishers, vol. 4(2), pages 65-74.
    18. Abimbola Oluwaseyi ADEMOLA, 2023. "Determinants Of Deposit Money Banks’ Credit To Manufacturing Sector In Nigeria," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 8(1), pages 161-175.
    19. Qazim Tmava & Ajtene Avdullahi & Bese Sadikaj, 2018. "Loan portfolio and nonperforming loans in Western Balkan Countries," International Journal of Finance & Banking Studies, Center for the Strategic Studies in Business and Finance, vol. 7(4), pages 10-20, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eur:ejesjr:23. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Revistia Research and Publishing (email available below). General contact details of provider: https://revistia.com/index.php/ejes .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.