Dopamine manipulation and its role in effective advertising
多巴胺
神经科学
心理学
广告
计算机科学
业务
作者
Ashok Kumar Panigrahi,A. Silva Montes de
出处
期刊:Journal of management research and analysis [IP Innovative Publication Pvt Ltd] 日期:2024-09-14卷期号:11 (3): 192-199
标识
DOI:10.18231/j.jmra.2024.033
摘要
Dopamine — A neurotransmitter that plays a key role in the way the brain controls reward and pleasure centres as well as motivation. This relationship is significant because in the world of advertising where companies seek to link their products more favourably with emotional reactions it plays a lead role. This study investigates how dopamine interacts with various advertising genres, focusing on digital and traditional marketing strategies that affect consumer behaviour. The research examines how marketers can exploit dopamine-triggered reactions to lift revenues and boost customer engagement. The research aimed to find out what marketing strategies most successfully trigger the dopamine release processes and hence increase the likelihood of making a purchase.