Volume 10, Issue 2 (Spring- In Press 2022)                   PCP 2022, 10(2): 0-0 | Back to browse issues page


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Amiri H, Ghorbani A, Hosseini M H, Jowkar A A, Haghgoo H. Identifying effective Psychologically Motivational Factors in Neuromarketing: A Systematic Review Article. PCP. 2022; 10 (2)
URL: http://jpcp.uswr.ac.ir/article-1-817-en.html
1- Department of Business Administration, Faculty of Human Sciences, Payame Noor University, Tehran, Iran.
2- Department of Business Administration, Payame Noor University, Tehran, Iran. , ghorbani02@pnu.ac.ir
3- Department of Business Administration, Payame Noor University, Tehran, Iran.
4- Department of Occupational Therapy, The University of Social Welfare and Rehabilitation Sciences, Tehran, Iran.
Abstract:   (97 Views)
and in education, has been increasingly noticed. The effectiveness of commercial, non-commercial and educational messages as well as the structures of educational advertisements in neuromarketing are discussed since the advertising audience have complex emotions and it is essential to determine the impact of motivational factors. Regarding this, the present systematic review study has been conducted to identify motivational factors related to neuromarketing advertising effectiveness.
Materials and Methods: In a systematic review study, full-text articles published in English on Science Direct, Scopus, Google Scholar, and Emerald databases with the keywords "neuromarketing, commercial and non-commercial messages, ad effectiveness, behavior and attitude" between 1990 and 2021 were searched and qualified articles were reviewed.
Results: First, 900 articles were identified from different databases, of which 300 articles met the inclusion criteria. 210 articles were deleted due to lack of experimental studies and 90 articles were selected for final review. In total, 37 factors were identified that are related to the effectiveness of advertising in neuromarketing.
Conclusion: The two most influential factors in research were attention and positive emotions. The greatest emphasis on the effectiveness of advertising is on the stimuli attention draw and provoking positive emotions. Memory and negative emotions were identified as two other key factors among the influencing factors.
     
Type of Study: Research | Subject: Psychometric
Received: 2022/03/2 | Accepted: 2022/06/22 | Published: 2022/04/14

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