The Impact of Neuromarketing Advertising on Children: Intended and Unintended Effects
Abstract
Purpose: This research is aimed at assessing the impact of neuromarketing advertisements on children. This is carried out by establishing the two types of effects that can occur as a result of neuromarketing advertising: intended and unintended effects. Design/Methodology/approach: The researcher intends to use a quantitative approach. Findings/expected outcomes: Findings will shed the light on which factors (intended vs. unintended) have more power on children. Based on that, conclusions, recommendations will be established and raised to concerned parties. Practical implications /social implications: Children are the most impressionable sector of our society. By performing this research, neuromarketing can now have the chance to prove that it can be used for the greater good if in fact proven to have more power as an intended effect advertising tool to aspire change. Originality/Value: The research present the literature review and a conceptual framework to assess those effects on children in the context of neuromarketing. These effects have not been tested in the context of neuromarketing as well as their collective impact on those children.
Keywords: neuromarketing, advertising, intended effects, unintended effect, children
References
[1] Association, A.P. (2016) Ethics in psychology. Available at: http://www.apa.org/topics/ethics/ (Accessed: 2 January 2017).
[2] Atkin, C.K., 1978. Observation of parent-child interaction in supermarket decision-making. Journal of marketing, 42(4), pp.41-45.
[3] Buijzen, M. and Valkenburg, P.M. (2003) ‘The unintended effects of television advertising: A parent-child survey’, Communication Research, 30(5), pp. 483–503. doi: 10.1177/0093650203256361.
[4] Bulley, C.A., Braimah, M. and Blankson, F.E., 2018. Ethics, Neuromarketing and Marketing Research With Children. International Journal of Customer Relationship Marketing and Management (IJCRMM), 9(2), pp.79-95.
[5] Coenen, D. (2006). Future of Footnote Four, The. Ga. L. Rev., 41, p.797.
[6] Droulers O, Roullet B (2006). Neuromarketing: Cadre théorique et perspectives. Paper present end at the XXII∘ Congres of the French Marketing Association, 11-12 may Nantes, France.
[7] Eastman, D. (2006), Neuromarketing: The Application of Cognitive Neuroscience to Marketing Research, Western Kentucky University, Bowling Green, KY.
[8] Economist (2004), “Inside of the mind of the consumer”, Economist, Vol. 371 No. 8379, p. 12.
[9] Egidi,G.; Nusbaum, H.C.; Cacioppo, J.T. (2008). Neuroeconomics: Foundational issues and consumer relevance in: Haugtvedt, C., Kardes, F. and Herr. P. (eds.), Handbook of Consumer Psychology, Mahwah, NJ: Erlbaum, pp. 1177-1214.
[10] Feit, J. (2007) Neuromarketing and diversity go hand-in-hand. Available at: http://adage.com/article/ the-big-tent/neuromarketing-diversity-hand-hand/121687/ (Accessed: 13 November 2016).
[11] Friedman, R.A. (2006), “What’s the ultimate? Scan a male brain”, New York Times, Vol. 156 No. 53743, p. G10.
[12] Fugate, D. (2007). Neuromarketing: a layman’s look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, [online] 24(7), pp.385-394.Available at: http://www. emeraldinsight.com/journals.htm?articleid=1637461 [Accessed 29 Dec. 2013].
[13] Furnham, A. and Gunter, B., 2008. Children as consumers: A psychological analysis of the young people’s market. Routledge.
[14] Greenberg, B.S. and Brand, J.E., 1993. Television news and advertising in schools: The” Channel One” controversy. Journal of Communication.
[15] Gunter„ B., & Fumham, A. (1998). Children as consumers: A psychological analysis of the young people’s market. London, UK: Routledge.
[16] Hanlon, A. (2013) The AIDA model - smart insights digital marketing advice. Available at: http://www. smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/ (Accessed: 14 May 2015).
[17] Hansen, F. (1981), “Hemispheral lateralization: implications for understanding consumer behavior”, Journal of Consumer Research, Vol. 8, June, p. 23.
[18] Harris, R. (2006), “Brain waves”, Marketing Magazines, Vol. 111 No. 20, pp. 15-17.
[19] Javor, A., Koller, M., Lee, N., Chamberlain, L. and Ransmayr, G. (2013) ‘Neuromarketing and consumer neuroscience: Contributions to neurology’, BMC neurology., 13.
[20] John, D.R., 1999. Consumer socialization of children: A retrospective look at twenty-five years of research. Journal of consumer research, 26(3), pp.183-213.
[21] Kenning P, Plassmann H (2005) Neuroeconomics: an overview from an economic perspective. Brain Res. Bull., 67: 343-35.
[22] Kunkel, D. and Wilcox, B. (2004) Television advertising leads to unhealthy habits in children. Available at: http://www.apa.org/news/press/releases/2004/02/children-ads.aspx (Accessed: 18 January 2016).
[23] Lee, N., Broderick, A.J. and Chamberlain, L. (2007) ‘What is “neuromarketing”? A discussion and agenda for future research’, International Journal of Psychophysiology, 63(2), pp. 199–204. doi: 10.1016/j.ijpsycho.2006.03.007.
[24] Martin, M.C. and Kennedy, P.F., 1993. Advertising and social comparison: Consequences for female preadolescents and adolescents. Psychology & Marketing, 10(6), pp.513-530.
[25] McConnon, A. and Stead, D. (2007), “If i only had a brain scan”, Business Week, Vol. 4018 No. 19, 22 January, p. 19.
[26] McNeal„ J. U. (1992). Kids as customers: A handbook of marketing to children. New.
[27] Morin, C. (2011). Neuromarketing: the new science of consumer behavior. Society, 48(2), pp.131–135.
[28] Nelson, B. (2016) ‘What comes after those ellipses?’, in Available at: http://www.businessdictionary.com/ definition/marketing.html (Accessed: 27 May 2016).
[29] Oullier O (2013) Behavioural insights are vital to policy-making. Nature 501: 463–463.
[30] Perrachione, T.K. and Perrachione, J.R. (2008) ‘Brains and brands: Developing mutually informative research in neuroscience and marketing’, Journal of Consumer Behaviour, 7(4-5), pp. 303–318. doi: 10.1002/cb.253.
[31] Pollay, R.W., 1986. The distorted mirror: Reflections on the unintended consequences of advertising. Journal of marketing, 50(2), pp.18-36.
[32] Richins, M.L., 1991. Social comparison and the idealized images of advertising. Journal of consumer research, 18(1), pp.71-83.
[33] Robertson, T.S., 1979. Parental mediation of television advertising effects. Journal of Communication.
[34] Rustichini A (2005) Neuroeconomics: present and future. Games Econ. Behav., 52: 201-212.
[35] Schor, J. (2004) Born to buy: The commercialized child and the new consumer culture. Available at: https://books.google.com.bh/books?hl=en&lr=&id= NRxxuTIyt6AC&oi=fnd&pg=PR9&dq=info:d8wbcjxJVugJ:scholar.google.com&ots=71jjfVDS7r&sig= Y31Km4l3e9ShobKDnQ3OQvp9iIU&redir_esc=y#v=onepage&q&f=false (Accessed: 27 January 2015).
[36] Singer, E. (2004), “They know what you want”, New Scientist, Vol. 183 No. 2458, pp. 36-7.
[37] Solnais, C., Andreu-Perez, J., S’anchez-Fern’, ez, J. and Andr’eu-Abela, J. (2013). The contribution of neuroscience to consumer research: A conceptual framework and empirical review. Journal of Economic Psychology, 36, pp.68–81.
[38] Stoll M, Baecke S, Kenning P (2008). What they see is what they get? An fMRI-study on neural correlates of attractive packaging. J. Consum. Behav., 7: 342-359.
[39] Wilson, R., Gaines, J. and Hill, R. (2008). NM and consumer free will. Journal of consumer affairs, 42(3), pp.389–410.
[40] Wilson, T. (2002). Strangers to ourselves. 1st ed. Cambridge, Mass.: Belknap Press of Harvard University Press.
[41] Wulfemeyer, K.T. and Mueller, B., 1992. Channel One and commercials in classrooms: Advertising content aimed at students. Journalism Quarterly, 69(3), pp.724-742.
[42] Yoon, C., Gutchess, A.H., Feinberg, F. and Polk, T.A. (2006), “A functional magnetic resonance imaging study of neural dissociations between brand and person judgments”, Journal of Consumer Behavior, Vol. 33, pp. 31-40.
[43] York: Lexington Books.
[44] Zak PJ (2004). Neuroeconomics. Philosophical Transactions of the Royal Society B, 359: 1737-1748.