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Dopamine manipulation and its role in effective advertising

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Original Article

Author Details : Ashok Panigrahi*, Arunima De

Volume : 11, Issue : 3, Year : 2024

Article Page : 192-199

https://doi.org/10.18231/j.jmra.2024.033

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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.

Keywords: American Customer Satisfaction Index (ACSI), Virtual reality (VR), Artificial intelligence (AI)

How to cite : Panigrahi A, Arunima De, Dopamine manipulation and its role in effective advertising. J Manag Res Anal 2024;11(3):192-199

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