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Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement

Received: 25 May 2023     Accepted: 19 June 2023     Published: 27 June 2023
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Abstract

Understanding customers has an enormously beneficial effect on market success. Repeated advertising combining emotional and rational appeals is one technique to establish a foothold in the minds of consumers. Even advertisements on reality programs, movies, and sports are frequent forms of informing clients about the product most commonly used in marketing. Marketers nowadays can employ neuromarketing to tap into consumers' unconscious brain processes, but evaluating neuromarketing approaches is costly. Using split-brain theory, advertisers can better anticipate how consumers respond to their messages. Despite the fact that rational thought would dissuade them from owning an object, people often acquire an emotional attachment to things. This study looked at four countries and their major brands of refrigerators to see how ads' content related to the left and right sides of the brain. This study found that While Germany and India tend to concentrate on the brain's right hemisphere, Bangladesh places equal emphasis on the left and right sides. However, the United States tends to use the left side of the brain more. A consumer's demand can be influenced by economic, demographic, cultural, and political issues, which in turn ultimately causes a consumer's mind to connect with promotional efforts. The findings of this study could be utilized to guide content selections for campaigns both domestically and internationally, which has significant ramifications for advertising agencies.

Published in International Journal of Economics, Finance and Management Sciences (Volume 11, Issue 3)
DOI 10.11648/j.ijefm.20231103.21
Page(s) 168-176
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2023. Published by Science Publishing Group

Keywords

Split-Brain Theory, Advertising, Consumer Learning

References
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Cite This Article
  • APA Style

    Anima Karmakar, Ziarat Hossain Khan, Mustaqim Roshid, Shahira Hoshain Yesmin, Farjana Bashar Shamme. (2023). Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement. International Journal of Economics, Finance and Management Sciences, 11(3), 168-176. https://doi.org/10.11648/j.ijefm.20231103.21

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    ACS Style

    Anima Karmakar; Ziarat Hossain Khan; Mustaqim Roshid; Shahira Hoshain Yesmin; Farjana Bashar Shamme. Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement. Int. J. Econ. Finance Manag. Sci. 2023, 11(3), 168-176. doi: 10.11648/j.ijefm.20231103.21

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    AMA Style

    Anima Karmakar, Ziarat Hossain Khan, Mustaqim Roshid, Shahira Hoshain Yesmin, Farjana Bashar Shamme. Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement. Int J Econ Finance Manag Sci. 2023;11(3):168-176. doi: 10.11648/j.ijefm.20231103.21

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  • @article{10.11648/j.ijefm.20231103.21,
      author = {Anima Karmakar and Ziarat Hossain Khan and Mustaqim Roshid and Shahira Hoshain Yesmin and Farjana Bashar Shamme},
      title = {Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement},
      journal = {International Journal of Economics, Finance and Management Sciences},
      volume = {11},
      number = {3},
      pages = {168-176},
      doi = {10.11648/j.ijefm.20231103.21},
      url = {https://doi.org/10.11648/j.ijefm.20231103.21},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijefm.20231103.21},
      abstract = {Understanding customers has an enormously beneficial effect on market success. Repeated advertising combining emotional and rational appeals is one technique to establish a foothold in the minds of consumers. Even advertisements on reality programs, movies, and sports are frequent forms of informing clients about the product most commonly used in marketing. Marketers nowadays can employ neuromarketing to tap into consumers' unconscious brain processes, but evaluating neuromarketing approaches is costly. Using split-brain theory, advertisers can better anticipate how consumers respond to their messages. Despite the fact that rational thought would dissuade them from owning an object, people often acquire an emotional attachment to things. This study looked at four countries and their major brands of refrigerators to see how ads' content related to the left and right sides of the brain. This study found that While Germany and India tend to concentrate on the brain's right hemisphere, Bangladesh places equal emphasis on the left and right sides. However, the United States tends to use the left side of the brain more. A consumer's demand can be influenced by economic, demographic, cultural, and political issues, which in turn ultimately causes a consumer's mind to connect with promotional efforts. The findings of this study could be utilized to guide content selections for campaigns both domestically and internationally, which has significant ramifications for advertising agencies.},
     year = {2023}
    }
    

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  • TY  - JOUR
    T1  - Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement
    AU  - Anima Karmakar
    AU  - Ziarat Hossain Khan
    AU  - Mustaqim Roshid
    AU  - Shahira Hoshain Yesmin
    AU  - Farjana Bashar Shamme
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    N1  - https://doi.org/10.11648/j.ijefm.20231103.21
    DO  - 10.11648/j.ijefm.20231103.21
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    JF  - International Journal of Economics, Finance and Management Sciences
    JO  - International Journal of Economics, Finance and Management Sciences
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    EP  - 176
    PB  - Science Publishing Group
    SN  - 2326-9561
    UR  - https://doi.org/10.11648/j.ijefm.20231103.21
    AB  - Understanding customers has an enormously beneficial effect on market success. Repeated advertising combining emotional and rational appeals is one technique to establish a foothold in the minds of consumers. Even advertisements on reality programs, movies, and sports are frequent forms of informing clients about the product most commonly used in marketing. Marketers nowadays can employ neuromarketing to tap into consumers' unconscious brain processes, but evaluating neuromarketing approaches is costly. Using split-brain theory, advertisers can better anticipate how consumers respond to their messages. Despite the fact that rational thought would dissuade them from owning an object, people often acquire an emotional attachment to things. This study looked at four countries and their major brands of refrigerators to see how ads' content related to the left and right sides of the brain. This study found that While Germany and India tend to concentrate on the brain's right hemisphere, Bangladesh places equal emphasis on the left and right sides. However, the United States tends to use the left side of the brain more. A consumer's demand can be influenced by economic, demographic, cultural, and political issues, which in turn ultimately causes a consumer's mind to connect with promotional efforts. The findings of this study could be utilized to guide content selections for campaigns both domestically and internationally, which has significant ramifications for advertising agencies.
    VL  - 11
    IS  - 3
    ER  - 

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Author Information
  • Department of Business Administration, Varendra University, Rajshahi, Bangladesh

  • Faculty of Business Administration, American International University-Bangladesh (AIUB), Dhaka, Bangladesh

  • Department of Business Administration, Varendra University, Rajshahi, Bangladesh

  • Department of Business Administration, Varendra University, Rajshahi, Bangladesh

  • Department of Business Administration, Varendra University, Rajshahi, Bangladesh

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