Analyzing the Driving and Inhibiting Factors of Neuromarketing in Advertising:A Study with a Cognitive Approach

Neuromarketing is a creative interdisciplinary field which is rapidly growing in consumer cognition studies around the world. This study was done with the aim of analyzing the driving and inhibiting factors of neuromarketing in advertising and reducing the theoretical gap in this field. The research approach was qualitative with the content analysis method. The study population included the experts and specialists in the field of marketing and neuroscience, who had the relevant education, expertise, and experience. Also, the judgmental and snowball sampling method was applied. Data gathering was continued through semi-structured interviews until the theoretical saturation of the data (14 experts) was achieved. The validity of the interviews was confirmed by using triangulation, while asking questions in several ways and using several interviewers. To make sure the reliability, the method of recoding and calculating the percentage of agreement within the subject was utilized. The results showed that the driving factors of neuromarketing in advertising with 20 concepts and 88 codes included the 3 categories of business-related drivers (8 concepts), drivers of marketers and advertising agencies (8 concepts), and consumer-related drivers (4 concepts). Also, the inhibiting factors of neuromarketing in advertising with 22 concepts and 114 codes included the 3 categories of business-related inhibitors (7 concepts), inhibitors of marketers and advertising agencies (9 concepts), and consumer-related inhibitors (6 concepts).