Attention, memory and perception: a conceptual analysis of Neuropsychology applied to advertising and its influence on consumer behavior

摘要

The goal of this work was to rescue and apply the concepts of attention, memory and perception, from Neuropsychology, in the advertising and see how these elements influence the consumera??s behavior. The observation unit used in the study was a liquor advertising. The results of this exploratory research indicated that the consumera??s level of attention is focused on the most unusual scenes and the ones with greater impact; the excess of constituent elements in advertising scenario difficulted the attention and memorization of the product and advertised category; the commercial perception also indicated that fewer than half of consumers related spontaneously the commercial with the brand as a reference (Johnnie Walker) and a slight index knew how to categorize the advertised product.