“You task in this exam case is to find a campaign that either uses humor or fear
and provide your critical reflections on the campaign’s ability to capture
attention, evoke emotional responses, secure behavioral changes, and not least
the campaigns to make trace in people’s memory. You can structure the paper in
the very same order.
Find arguments for your critical reflections in the neuromarketing literature on
order to answer the overall question: How can the effects of the campaign be
explained on the basis of neuroscientific models and theories?”
– Subject: Neuromarketing
– Structure:
1. Introduction + research question: How does tobacco packaging influence consumers’ purchase behaviour and perception about tobacco?
2. Attention (consumer attention on tobacco packaging measured with eye tracking)
3. Emotion (emotions evoked in consumers when interacting with tobacco packaging, focusing on fear)
4. Behavioural changes (examining relationships between marketing stimuli and behavioral responses of target segments, behavioural outcome of consumers)
5. Memory (memory effectiveness of tobacco advertising with distinct neuroscientific tools like EEG, SST, TMS). If there’ no research on this, discussing a given paper on memory effectiveness and reflecting it back to my case
6. Conclusion – concluding the papers and findings used in the essay, answering the research question
– Important information:
I’m attaching a summary of articles that we were given throughout the course, the titles are all there, therefore the full articles can be accessed by looking for them. Would be great to use some of these articles as the sources. Really important to cite all the sources.
Critical evaluation of articles in regards to our case
Link between article and paper section is key – summing up after each article WHY it was relevant for our case
would be great to include examples of tobacco packaging
Experimental articles are in favour to avoid descriptiveness
Reflection to the neuroscientific methods and literature is critical in the conclusion
I would like to request word format
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