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"The impact of neuromarketing advertising on children: intended and unintended effects", Amani Al Abbas, Weifeng Chen and Maria Saberi

AMANI AL ABBAS, Brunel University, United Kingdom

WEIFENG CHEN, Brunel University, United Kingdom

MARIA SABERI, Ahlia University, Kingdom of Bahrain

DOI: 10.47556/B.OUTLOOK2017.15.12

Purpose: This research is aimed at assessing the impact of neuromarketing advertisements on children. This is carried out by establishing the two types of effects that can occur as a result of neuromarketing advertising: intended and unintended effects.
Design/Methodology/Approach: The researcher intends to use a quantitative approach.
Findings/Expected Outcomes: Findings will shed the light on which factors (intended vs. unintended) have more power on children. Based on that, conclusions, recommendations will be established and raised to
concerned parties.
Practical Implications/Social Implications: Children are the most impressionable sector of our society. By performing this research, neuromarketing can now have the chance to prove that it can be used for the greater good if in fact proven to have more power as an intended effect advertising tool to aspire change.
Originality/Value: The research present literature review and a conceptual framework to assess those effects on children in the context of neuromarketing. These effects has not been tested in the context of neuromarketing as well as their collective impact on those children.
Keywords: Neuromarketing; Advertising; Intended Effects; Unintended Effect; Children

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