![]() ![]() Articles dated between 20 were initially collected in the PubMed, Science Direct and DOAJ databases and subjected to a filtering to remove duplicates and apply the exclusion criteria, which resulted in 13 final articles selected. At the same time, it aims to verify how new Neuromarketing protocols can better clarify consumer behavior patterns, as well as understand the decision-making process and how to meet consumer needs. The aim of this systematic review is to elucidate how the Neuromarketing field has been studied in terms of consumer behavior through experimental protocols that make use of statistics (quantitative analysis). Based on such findings, this study has contributed to the literature and provided new insights into the practical implications alongside the future roadmap of the survey. Also, perceived quality is significantly moderated on the association of brand awareness with brand loyalty and consumer buying behavior. Furthermore, brand awareness partially mediated the association of advertisement with brand loyalty and consumer buying behavior. The findings have confirmed that advertisements substantially predicted brand awareness, brand loyalty, and consumer buying behavior. The partial least squares structural equation modeling PLS-SEM was applied to verify the hypotheses relationships. This study used the purposive sampling technique to collect data from 300 respondents with the help of an online survey method via Google doc. For this purpose, this study targets the rising cosmetics industry. This study aims to determine how advertisement affects consumer buying behavior and brand loyalty by considering a mediator between brand awareness and the moderating role of perceived quality. The present study has greater importance for welfare advocates who can utilize present work and suggestions, in particular, to safeguard youth from the tactics of subliminal exposure.Ĭonsumer buying behavior is an important aspect in every marketing strategy to produce maximum output from the market. Consumers under study have shown significant differences in their compulsive buying propensity after having being exposed to subliminal advertising. Besides it, subliminal advertising has paramount significance in determining purchase intentions and compulsive buying tendencies of a young consumer. On the whole, the observations have been found considerable and it has been observed that mostly subliminal exposure inveigles young consumers and seduces them into illicit relationships through the subconscious mechanism. Apart from exploratory factor analysis and confirmatory factor, discriminant analysis was also utilized for reliability, validity and data analysis, respectively. Data was collected through structured questionnaire which was reliability tested and validated as well. A sample of 390 respondents was chosen from Kashmir division through multi-stage random sampling framework, which, by and large, consisted of young students being a part of higher education in the state of Jammu and Kashmir. Though there are number of ways through which impact of subliminal advertisements can be unearthed, in the current study, behavioural approach was adopted, which included discussion on case study (group discussion on subliminal ads) followed by response on a questionnaire. The main aim of this study is to examine the impact of subliminal messages in TV advertisements on consumer behaviour.
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