Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement

Anima Karmakar; Ziarat Hossain Khan; Mustaqim Roshid; Shahira Hoshain Yesmin; Farjana Bashar Shamme

doi:doi:10.11648/j.ijefm.20231103.21

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Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement

Anima Karmakar, Ziarat Hossain Khan, Mustaqim Roshid, Shahira Hoshain Yesmin, Farjana Bashar Shamme

Published in International Journal of Economics, Finance and Management Sciences (Volume 11, Issue 3)

Received: 25 May 2023 Accepted: 19 June 2023 Published: 27 June 2023

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Abstract

Understanding customers has an enormously beneficial effect on market success. Repeated advertising combining emotional and rational appeals is one technique to establish a foothold in the minds of consumers. Even advertisements on reality programs, movies, and sports are frequent forms of informing clients about the product most commonly used in marketing. Marketers nowadays can employ neuromarketing to tap into consumers' unconscious brain processes, but evaluating neuromarketing approaches is costly. Using split-brain theory, advertisers can better anticipate how consumers respond to their messages. Despite the fact that rational thought would dissuade them from owning an object, people often acquire an emotional attachment to things. This study looked at four countries and their major brands of refrigerators to see how ads' content related to the left and right sides of the brain. This study found that While Germany and India tend to concentrate on the brain's right hemisphere, Bangladesh places equal emphasis on the left and right sides. However, the United States tends to use the left side of the brain more. A consumer's demand can be influenced by economic, demographic, cultural, and political issues, which in turn ultimately causes a consumer's mind to connect with promotional efforts. The findings of this study could be utilized to guide content selections for campaigns both domestically and internationally, which has significant ramifications for advertising agencies.

Published in	International Journal of Economics, Finance and Management Sciences (Volume 11, Issue 3)
DOI	10.11648/j.ijefm.20231103.21
Page(s)	168-176
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Split-Brain Theory, Advertising, Consumer Learning

References

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APA Style

Anima Karmakar, Ziarat Hossain Khan, Mustaqim Roshid, Shahira Hoshain Yesmin, Farjana Bashar Shamme. (2023). Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement. International Journal of Economics, Finance and Management Sciences, 11(3), 168-176. https://doi.org/10.11648/j.ijefm.20231103.21

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ACS Style

Anima Karmakar; Ziarat Hossain Khan; Mustaqim Roshid; Shahira Hoshain Yesmin; Farjana Bashar Shamme. Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement. Int. J. Econ. Finance Manag. Sci. 2023, 11(3), 168-176. doi: 10.11648/j.ijefm.20231103.21

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AMA Style

Anima Karmakar, Ziarat Hossain Khan, Mustaqim Roshid, Shahira Hoshain Yesmin, Farjana Bashar Shamme. Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement. Int J Econ Finance Manag Sci. 2023;11(3):168-176. doi: 10.11648/j.ijefm.20231103.21

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@article{10.11648/j.ijefm.20231103.21,
  author = {Anima Karmakar and Ziarat Hossain Khan and Mustaqim Roshid and Shahira Hoshain Yesmin and Farjana Bashar Shamme},
  title = {Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement},
  journal = {International Journal of Economics, Finance and Management Sciences},
  volume = {11},
  number = {3},
  pages = {168-176},
  doi = {10.11648/j.ijefm.20231103.21},
  url = {https://doi.org/10.11648/j.ijefm.20231103.21},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijefm.20231103.21},
  abstract = {Understanding customers has an enormously beneficial effect on market success. Repeated advertising combining emotional and rational appeals is one technique to establish a foothold in the minds of consumers. Even advertisements on reality programs, movies, and sports are frequent forms of informing clients about the product most commonly used in marketing. Marketers nowadays can employ neuromarketing to tap into consumers' unconscious brain processes, but evaluating neuromarketing approaches is costly. Using split-brain theory, advertisers can better anticipate how consumers respond to their messages. Despite the fact that rational thought would dissuade them from owning an object, people often acquire an emotional attachment to things. This study looked at four countries and their major brands of refrigerators to see how ads' content related to the left and right sides of the brain. This study found that While Germany and India tend to concentrate on the brain's right hemisphere, Bangladesh places equal emphasis on the left and right sides. However, the United States tends to use the left side of the brain more. A consumer's demand can be influenced by economic, demographic, cultural, and political issues, which in turn ultimately causes a consumer's mind to connect with promotional efforts. The findings of this study could be utilized to guide content selections for campaigns both domestically and internationally, which has significant ramifications for advertising agencies.},
 year = {2023}
}

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TY  - JOUR
T1  - Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement
AU  - Anima Karmakar
AU  - Ziarat Hossain Khan
AU  - Mustaqim Roshid
AU  - Shahira Hoshain Yesmin
AU  - Farjana Bashar Shamme
Y1  - 2023/06/27
PY  - 2023
N1  - https://doi.org/10.11648/j.ijefm.20231103.21
DO  - 10.11648/j.ijefm.20231103.21
T2  - International Journal of Economics, Finance and Management Sciences
JF  - International Journal of Economics, Finance and Management Sciences
JO  - International Journal of Economics, Finance and Management Sciences
SP  - 168
EP  - 176
PB  - Science Publishing Group
SN  - 2326-9561
UR  - https://doi.org/10.11648/j.ijefm.20231103.21
AB  - Understanding customers has an enormously beneficial effect on market success. Repeated advertising combining emotional and rational appeals is one technique to establish a foothold in the minds of consumers. Even advertisements on reality programs, movies, and sports are frequent forms of informing clients about the product most commonly used in marketing. Marketers nowadays can employ neuromarketing to tap into consumers' unconscious brain processes, but evaluating neuromarketing approaches is costly. Using split-brain theory, advertisers can better anticipate how consumers respond to their messages. Despite the fact that rational thought would dissuade them from owning an object, people often acquire an emotional attachment to things. This study looked at four countries and their major brands of refrigerators to see how ads' content related to the left and right sides of the brain. This study found that While Germany and India tend to concentrate on the brain's right hemisphere, Bangladesh places equal emphasis on the left and right sides. However, the United States tends to use the left side of the brain more. A consumer's demand can be influenced by economic, demographic, cultural, and political issues, which in turn ultimately causes a consumer's mind to connect with promotional efforts. The findings of this study could be utilized to guide content selections for campaigns both domestically and internationally, which has significant ramifications for advertising agencies.
VL  - 11
IS  - 3
ER  -

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Author Information

Anima Karmakar

Department of Business Administration, Varendra University, Rajshahi, Bangladesh
Ziarat Hossain Khan

Faculty of Business Administration, American International University-Bangladesh (AIUB), Dhaka, Bangladesh
Mustaqim Roshid

Department of Business Administration, Varendra University, Rajshahi, Bangladesh
Shahira Hoshain Yesmin

Department of Business Administration, Varendra University, Rajshahi, Bangladesh
Farjana Bashar Shamme

Department of Business Administration, Varendra University, Rajshahi, Bangladesh

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APA Style

Anima Karmakar, Ziarat Hossain Khan, Mustaqim Roshid, Shahira Hoshain Yesmin, Farjana Bashar Shamme. (2023). Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement. International Journal of Economics, Finance and Management Sciences, 11(3), 168-176. https://doi.org/10.11648/j.ijefm.20231103.21

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ACS Style

Anima Karmakar; Ziarat Hossain Khan; Mustaqim Roshid; Shahira Hoshain Yesmin; Farjana Bashar Shamme. Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement. Int. J. Econ. Finance Manag. Sci. 2023, 11(3), 168-176. doi: 10.11648/j.ijefm.20231103.21

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AMA Style

Anima Karmakar, Ziarat Hossain Khan, Mustaqim Roshid, Shahira Hoshain Yesmin, Farjana Bashar Shamme. Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement. Int J Econ Finance Manag Sci. 2023;11(3):168-176. doi: 10.11648/j.ijefm.20231103.21

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@article{10.11648/j.ijefm.20231103.21,
  author = {Anima Karmakar and Ziarat Hossain Khan and Mustaqim Roshid and Shahira Hoshain Yesmin and Farjana Bashar Shamme},
  title = {Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement},
  journal = {International Journal of Economics, Finance and Management Sciences},
  volume = {11},
  number = {3},
  pages = {168-176},
  doi = {10.11648/j.ijefm.20231103.21},
  url = {https://doi.org/10.11648/j.ijefm.20231103.21},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijefm.20231103.21},
  abstract = {Understanding customers has an enormously beneficial effect on market success. Repeated advertising combining emotional and rational appeals is one technique to establish a foothold in the minds of consumers. Even advertisements on reality programs, movies, and sports are frequent forms of informing clients about the product most commonly used in marketing. Marketers nowadays can employ neuromarketing to tap into consumers' unconscious brain processes, but evaluating neuromarketing approaches is costly. Using split-brain theory, advertisers can better anticipate how consumers respond to their messages. Despite the fact that rational thought would dissuade them from owning an object, people often acquire an emotional attachment to things. This study looked at four countries and their major brands of refrigerators to see how ads' content related to the left and right sides of the brain. This study found that While Germany and India tend to concentrate on the brain's right hemisphere, Bangladesh places equal emphasis on the left and right sides. However, the United States tends to use the left side of the brain more. A consumer's demand can be influenced by economic, demographic, cultural, and political issues, which in turn ultimately causes a consumer's mind to connect with promotional efforts. The findings of this study could be utilized to guide content selections for campaigns both domestically and internationally, which has significant ramifications for advertising agencies.},
 year = {2023}
}

Copy | Download

TY  - JOUR
T1  - Consumer Learning and Split-Brain Theory: Potential Usage in an Advertisement
AU  - Anima Karmakar
AU  - Ziarat Hossain Khan
AU  - Mustaqim Roshid
AU  - Shahira Hoshain Yesmin
AU  - Farjana Bashar Shamme
Y1  - 2023/06/27
PY  - 2023
N1  - https://doi.org/10.11648/j.ijefm.20231103.21
DO  - 10.11648/j.ijefm.20231103.21
T2  - International Journal of Economics, Finance and Management Sciences
JF  - International Journal of Economics, Finance and Management Sciences
JO  - International Journal of Economics, Finance and Management Sciences
SP  - 168
EP  - 176
PB  - Science Publishing Group
SN  - 2326-9561
UR  - https://doi.org/10.11648/j.ijefm.20231103.21
AB  - Understanding customers has an enormously beneficial effect on market success. Repeated advertising combining emotional and rational appeals is one technique to establish a foothold in the minds of consumers. Even advertisements on reality programs, movies, and sports are frequent forms of informing clients about the product most commonly used in marketing. Marketers nowadays can employ neuromarketing to tap into consumers' unconscious brain processes, but evaluating neuromarketing approaches is costly. Using split-brain theory, advertisers can better anticipate how consumers respond to their messages. Despite the fact that rational thought would dissuade them from owning an object, people often acquire an emotional attachment to things. This study looked at four countries and their major brands of refrigerators to see how ads' content related to the left and right sides of the brain. This study found that While Germany and India tend to concentrate on the brain's right hemisphere, Bangladesh places equal emphasis on the left and right sides. However, the United States tends to use the left side of the brain more. A consumer's demand can be influenced by economic, demographic, cultural, and political issues, which in turn ultimately causes a consumer's mind to connect with promotional efforts. The findings of this study could be utilized to guide content selections for campaigns both domestically and internationally, which has significant ramifications for advertising agencies.
VL  - 11
IS  - 3
ER  -

Copy | Download