IDEAS home Printed from https://ideas.repec.org/a/gnx/emid43/2020-3-2-788170.html
   My bibliography  Save this article

Consumer Response To Celebrities In Bank Advertisements: Implications From Eeg Signals

Author

Listed:
  • Suleyman Donmuş

    (FIRAT UNIVERSITY)

  • Atilla Yucel

    (FIRAT UNIVERSITY)

Abstract

Nowadays, it is a known fact that in the field of marketing, banks use different ways of advertising to differentiate themselves from their competitors. One of the methods that banks use to distinguish themselves from their competitors is that they use famous people in advertising activities. The aim of the banks' use of the famous usage is to attract the attention of the consumer and to ensure that the bank takes place in the consumer's mind. Among the many methods used in the researches, one of the most effective methods in this regard was the use of famous people in advertisements. In this study, EEG analysis method, which is one of the methods of neuromarketing, was used to measure the effect of famous usage of advertisements on customers' choice of bank. Study; a total of 30 voluntary participants (15 male and 15 female) watched the commercial film of Halk Bank for 54 seconds and their responses were measured by the EEG analysis method. As a result of the research; It was determined that 24 (n = 80%) of 30 volunteer respondents responded and 6 (n = 20%) did not respond.

Suggested Citation

  • Suleyman Donmuş & Atilla Yucel, 2020. "Consumer Response To Celebrities In Bank Advertisements: Implications From Eeg Signals," Ekonomi Maliye Isletme Dergisi, Adil AKINCI, vol. 3(2), pages 176-190, December.
    • Handle: RePEc:gnx:emid43:2020-3-2-788170
    DOI: 10.46737/emid.788170
    as

    Download full text from publisher

    File URL: https://dergipark.org.tr/tr/pub/emid/article/788170
    Download Restriction: no
    File URL: https://libkey.io/10.46737/emid.788170?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gnx:emid43:2020-3-2-788170. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Prof. Dr. Adil AKINCI (email available below). General contact details of provider: https://dergipark.org.tr/tr/pub/emid .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.