Conceptual and exploratory approach to the role of trust for an efficient publicity: A neuromarketing perspective

Abstract:

An efficient advertisement gets the expected behavioral reaction of its target audience towards the message given in the content of the ad. Calling the attention and appealing to the emotions are the conductors for the target audience to react towards the ad. In this sense, trust from target audience has been generated according to the message composition and its narrative. This research explains the concept of the role of the message of an ad to generate trust looking for the efficiency of publicity towards consumer behavior from a neuromarketing perspective.

Año de publicación:

2019

Keywords:

• Publicity efficiency
• Neuromarketing, content, attention, emotion and consummer behavior
• trust

Fuente:

scopus