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BUSINESS & MANAGEMENT STUDIES:
AN INTERNATIONAL JOURNAL
Published: 2020-09-25

COGNITIVE, PERCEPTUAL AND BEHAVIORAL EFFECTS OF NEURO-STIMULI: A STUDY ON PACKAGED FOOD PRODUCTS

Altınbaş University
Asst. Prof., Okan University
Neuro-stimulus Neuromarketing Brand Awareness Perceived Quality Purchase Intention

Abstract

Today, the food sector is characterised with intense competition and continuously becoming more challenging for marketers. When it is realised that 95% of consumers' purchasing decisions are made unconsciously, marketing tools started to target unconscious minds. Combining neuroscience and marketing disciplines, neuromarketing studies found that neuro-stimuli, directly addressing the brain, are influential on consumer perceptions. This study investigates the effects of neuro-stimuli applied on food product poster and packaging on mother-woman and child consumers' brand awareness, quality perceptions and purchase intentions. In the experimental design implemented, a total of 284 subjects composed of women and children are divided into 6 groups, and they were exposed to various degrees of neuro-stimuli in the poster and product packages in order to measure the influence of these stimuli. Findings of the research confirmed that application of neuro-stimuli significantly increased quality perception of women and purchase intentions of both woman and child consumers. Increasing intensity of neuro-stimuli also generated a partially significant influence. Theoretical and managerial implications are provided based on these findings.

 

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How to Cite

İŞERİ UZUNOĞLU, M., & SÖZER, E. G. (2020). COGNITIVE, PERCEPTUAL AND BEHAVIORAL EFFECTS OF NEURO-STIMULI: A STUDY ON PACKAGED FOOD PRODUCTS. Business & Management Studies: An International Journal, 8(3), 3097-3122. https://doi.org/10.15295/bmij.v8i3.1513