TY  - JOUR
TI  - COGNITIVE, PERCEPTUAL AND BEHAVIORAL EFFECTS OF NEURO-STIMULI: A STUDY ON PACKAGED FOOD PRODUCTS
AB  - Today, the food sector is characterised with intense competition and continuously becoming morechallenging for marketers. When it is realised that 95% of consumers' purchasing decisions aremade unconsciously, marketing tools started to target unconscious minds. Combiningneuroscience and marketing disciplines, neuromarketing studies found that neuro-stimuli,directly addressing the brain, are influential on consumer perceptions. This study investigatesthe effects of neuro-stimuli applied on food product poster and packaging on mother-woman andchild consumers' brand awareness, quality perceptions and purchase intentions. In theexperimental design implemented, a total of 284 subjects composed of women and children aredivided into 6 groups, and they were exposed to various degrees of neuro-stimuli in the posterand product packages in order to measure the influence of these stimuli. Findings of the researchconfirmed that application of neuro-stimuli significantly increased quality perception of womenand purchase intentions of both woman and child consumers. Increasing intensity of neurostimulialso generated a partially significant influence. Theoretical and managerial implicationsare provided based on these findings.
AU  - ISERI UZUNOGLU, Merve
AU  - Sözer, Edin Güçlü
DO  - 10.15295/bmij.v8i3.1513
PY  - 2020
JO  - Business and Management Studies: An International Journal
VL  - 8
IS  - 3
SN  - 2148-2586
SP  - 3097
EP  - 3122
DB  - TRDizin
UR  - http://search/yayin/detay/362606
ER  -