THE TWILIGHT ZONE OF CONSUMERS’ BRAINS. THE RELEVANCE OF EXPENDITURE ON ADVERTISING ON MICRO AND MACRO LEVELS
THE TWILIGHT ZONE OF CONSUMERS’ BRAINS. THE RELEVANCE OF EXPENDITURE ON ADVERTISING ON MICRO AND MACRO LEVELS

Summary/Abstract: Continuously exposed, day in day out, to commercials of all kinds, we cannot understand why their authors expect us to remember anything! What are the factors that make some information come to our awareness directly, and some go unnoticed? Constantly busy with filtering and storing information, our brains are involved in a subconscious instant process that takes every second of every day. In this research we aim to highlight the implications of an economic-financial analysis of advertising expenses, as an important step in interpreting the measurement of the consequences to the individual of persuasion contained in advertising messages. Brain scanning used in this context may provide answers to all. Considering ethical and moral principles, in our intention to consume, we may call on this technique in decoding what, as potential consumers, we are already thinking, and sometimes even expose dishonest strategies and tactics used by advertisers to attract us, unsuspectingly – as opposed to the economic-financial efforts to advertise. More products on the market, to bring in more money and cause more customer satisfaction – this is a successful combination.

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