The Impacts of Advertising and Promotion in Light of the Activity of: Sensory Receptors, Brain Regions and Appetitive and Defensive Motivational Systems | ||
| المجلة العلمية للدراسات التجارية والبيئية | ||
| Volume 15, Issue 4, October 2024, Pages 2671-2721 PDF (730.45 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jces.2024.414798 | ||
| Authors | ||
| Lobna Mohamed Lamei Elmallah* 1; Gamal Sayed AbdelAziz* 2; Alaa Tarek Khalil* 3 | ||
| 1P.h.D Research Scholar-Marketing- Faculty of Commerce, Cairo University | ||
| 2Professor of Marketing-Faculty of Commerce-Cairo University | ||
| 3Assistant Professor of Marketing-Faculty of Commerce-Cairo University | ||
| Abstract | ||
| This study shows the neural basis which lies behind the success of advertising and promotion processes, represented in the degree of activation of audiences’ sensory receptors, in addition to the connectivity of their brain regions. It directs attention to the effect of these processes on their appetitive and defensive motivational systems as well. Methodology: This experimental qualitative study is built upon three consecutive experiments and primary data collected through in-depth interviews. It is explanatory in nature, including three interconnected studies. Findings: Sensory receptors are triggered by advertising and promotional messages. Their activation degree relies on the elements used in these messages, in terms of their strength of influence and diversity. The neural associations between brain regions allow the flow of these messages from the information processing areas to the behavior guidance areas, passing through the emotion areas in the brain. Advertising and promotional messages stimulate one of the systems at the expense of the other, namely appetitive, and defensive systems. | ||
| Keywords | ||
| Advertising and promotional messages; sensory receptors; brain regions; appetitive and defensive systems | ||
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