Evaluation of Emotional Content Advertisements by Neuromarketing Methods

Year 2025, Volume: 12 Issue: 2, 516 - 541, 30.06.2025

Ahmet Uyar , Ugur Fidan , Büşra Er , Kübra Uyar

https://doi.org/10.30798/makuiibf.1529125

Abstract

The purpose of this study is to examine the impact of emotional advertisements on consumers using neuromarketing and traditional research methods. In the study, two emotional advertisements containing elements of sadness and humor were shown to consumers, and their responses to these advertisements were measured. For this purpose, eye tracking, facial expression recognition, galvanic skin response, and recall tests were administered to 34 participants. Additionally, questions related to the advertisements they watched were asked. The data obtained were calculated using SPSS, Excel, and the interfaces of neuromarketing programs. The study included analyses such as frequency and percentage distributions, correlation analysis, t-tests, face coding graphs, heat maps, and consumer attention graphs. The results revealed that emotional advertisements themed around humor and sadness had positive effects on consumers, both advertisements were watched with interest, the interest dropped in certain parts of the advertisements, and the slogans of the advertisements were not sufficiently remembered by the participants.

Keywords

Emotional Advertising , Neuromarketing , Advertising Effectiveness

Ethical Statement

Ethics committee approval for the study was obtained from the Afyon Kocatepe University Ethics Committee on June 26, 2024, with document number 27.06.2024-277980. The authors declare that the study was conducted in accordance with research and publication ethics. The authors confirm that no part of the study was generated, either wholly or in part, using Artificial Intelligence (AI) tools. The authors declare that there are no financial conflicts of interest involving any institution, organization, or individual associated with this article. Additionally, there are no conflicts of interest among the authors. The authors declare that they contributed equally all processes of research.

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