Year: 2024
Type: article
Abstract: Dopamine — A neurotransmitter that plays a key role in the way the brain controls reward and pleasure centres as well as motivation. This relationship is significant because in the world of advertising where companies seek to link their products more favourably with emotional reactions it plays a lead role. This study investigates how dopamine interacts with various advertising genres, focusing on digital and traditional marketing strategies that affect consumer behaviour. The research examines how marketers can exploit dopamine-triggered reactions to lift revenues and boost customer engagement. The research aimed to find out what marketing strategies most successfully trigger the dopamine release processes and hence increase the likelihood of making a purchase.
Authors: Ashok Panigrahi, Arunima De
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4402542278