![]() In the last years, we have had a growing interest in the use of brain imaging techniques, for the analysis of brain responses to different contexts. In conclusion, the main challenges that neuromarketing is going to face, as well as future directions and possible scenarios that could be derived by the use of neuroscience in the marketing field, will be identified and discussed. Furthermore, this work will face the ethical issues arisen on the use of these tools for the evaluation of the human behaviour during decision-making tasks. This review will also discuss a series of papers that present different neuromarketing applications, such us in-store choices and retail, services, pricing, brand perception, web usability, neuropolitics, evaluation of the food and wine taste, and aesthetic perception of artworks. ![]() Such indexes have been supported by adequate validations from the scientific community and are largely employed in neuromarketing research. Also, this review will present different brain measurement techniques, along with their pros and cons, and the main cerebral indexes linked to the specific mental states of interest (used in most of the neuromarketing research). Then, we will describe the main neuroscientific tools available for such kind of investigations (e.g., measuring the cerebral electrical or hemodynamic activity, the eye movements, and the psychometric responses). To do so, firstly, we will describe the historical development of neuromarketing and its main applications in assessing the sensory perceptions of some marketing and advertising stimuli. The aim of this review is to understand how and whether neuroscientific technologies can be effectively employed to better understand the human behaviour in real decision-making contexts. Although field research is more tentative, with definitional and control problems that need to be solved, a sufficient body of evidence points to the following position: Advertising can affect a consumer’s attitudes and behavior without the individual’s conscious processing of the ad.The new technological advances achieved during the last decade allowed the scientific community to investigate and employ neurophysiological measures not only for research purposes but also for the study of human behaviour in real and daily life situations. Much remains unknown, however, including the generalizability of these effects. ![]() Results help shed light on the topic in question as applied in Lebanon and guide marketers to the advantages and disadvantages of subliminal messages in ads.Ī thorough review of laboratory-type research on subliminal stimuli, perception, and influence - an area still enmeshed in controversy - suggests four conservative conclusions: (1) Subliminal perception exists, (2) subliminal stimuli can influence cognition, demonstrated in particular by the link between mere exposure and liking in social influence research, especially when the stimulus is subliminal, (3) subliminal stimuli can influence behavior both indirectly and directly, at least in some situations, and (4) as is the case with other forms of influence, including those such as persuasion that intend to offer conscious choice, subliminal influence works best when it resonates with an individual’s consciously or subconsciously held predispositions. The outcome is an assessment of the respondents’ literacy and attitude towards subliminal messages. This research is exploratory in nature and uses two research techniques, namely a survey research to quantify findings, and a qualitative research to conduct an in-depth literature review that is supported by structured interviews with selected figures from the Lebanese market. A sample of MBA students has been exposed to a selection of examples of such messages the results of these experiments are analyzed, tested, and then analyzed throughout the paper. The purpose of this paper is to shed light on the dilemma of subliminal messages as used in Lebanese marketing advertising. Although researches in this field have not proven that subliminal messages affect human behavior per se, results of the studies that examined the effect of subliminal messages have been contradictory there is no clear evidence as to how this concept works. Many believe in the power of the subconscious and propose that subliminal messages are hidden in ads and are addressed to that hidden part of the brain. However, there has been a continuous debate among marketers about the use of subliminal messages in advertising. Millions of dollars are budgeted to attract new customers and to retain current customers. Marketing advertising is one of the fundamental activities performed by all businesses.
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