نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دکتری مدیریت بازرگانی، دانشگاه تهران، تهران، ایران و گروه مدیریت بازرگانی، موسسه آموزش عالی نبی اکرم(ص)، تبریز، ایران
2 دانشیار، دانشکده مدیریت کسب‌وکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.
3 استادیار گروه مدیریت بازرگانی، موسسه آموزش عالی ابرار، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Purpose:
This study aims to deeply analyze the impact of banking advertisements on the minds and subconscious of customers using cutting-edge cognitive neuroscience technologies (EEG-ERP) and a mixed-method (qualitative–quantitative) research approach. Given the rapid transformations in financial service marketing and the growing importance of understanding subconscious processes in purchase behavior, the present study seeks to move beyond traditional marketing tools by identifying the neural and emotional mechanisms that influence customer decisions. The research introduces a novel conceptual model of marketing based on neural data. With a specific focus on banking advertisements and Iranian customer behavior, this study uncovers key moments of influence, real-time neural responses, and emotional-cognitive stimuli that may enhance customer loyalty, increase trust, and accelerate purchasing decisions in financial services.
Method:
The research followed a mixed-method approach conducted in two complementary phases. In the qualitative phase, a multidisciplinary panel of experts—including psychologists, neuroscientists, advertising graphic designers, marketing professionals, and UX specialists—engaged in a deep analysis of Tejarat Bank’s promotional videos. Using multi-stage coding techniques, they extracted influential components and themes affecting viewers’ minds and subconscious.
In the quantitative phase, a purposive sample of VIP customers of Tejarat Bank participated in EEG-ERP experiments conducted in a controlled lab environment. Their brain signals were recorded while watching the bank’s advertisements. Following data preprocessing, key neural indices such as P300, N400, theta, delta, alpha, and voltage variations were analyzed. Independent t-tests and ANOVA were applied to assess the significance of differences in neural responses. Integrating the qualitative and quantitative results, the study identified high-impact timeframes and corresponding content themes, leading to the development of a subconscious marketing conceptual model.
Findings:
The analysis of neural and content data revealed that customer reactions to banking advertisements are not linear or simplistic but are influenced by a complex network of visual cues, emotional stimuli, collective memories, cultural identity, and nostalgic narratives. Results indicated that in the initial seconds of the ad, triggering trust, invoking curiosity, and reinforcing brand identity played a pivotal role in capturing attention and mentally priming the audience to receive the message. EEG-ERP analysis demonstrated that signals such as P300, theta, and delta were significantly activated during these intervals, generating positive subconscious effects.
Subsequently, emphasizing process simplicity, showcasing previous customer satisfaction, and highlighting loyalty rewards increased customer engagement and emotional attachment. Data showed that whenever banking processes were introduced transparently or real customer success stories were shared, positive neural responses significantly intensified. Furthermore, final messages focusing on hope, success, and forward-thinking had the greatest effect in imprinting the brand into the audience’s long-term memory. In contrast, warning or urgency-based messages lacking reassurance triggered subconscious resistance and even diminished brand trust.
When aligned with recent global research (2025), including studies by Baker et al., Grönroos et al., Lim et al., Rust, and Chaffey & Ellis-Chadwick, the findings confirm that global trends in financial service marketing—especially digital banking—are increasingly reliant on neural data and subconscious consumer responses.
Conclusion:
This research confirms that the success of banking advertisements in the digital and competitive era depends on multilayered, intelligent message design rooted in subconscious mechanisms, rapid trust-building, positive storytelling, showcasing successful customer experiences, and inspiring, hopeful conclusions. The EEG-ERP tool not only enables objective measurement of advertisement effectiveness but also paves the way for personalized marketing strategies, enhanced customer loyalty, and greater customer lifetime value. The study also cautions that overusing urgent or alarming messages without offering clear benefits and solutions can severely damage customer trust and loyalty. Accordingly, banks and financial institutions should integrate cognitive neuroscience findings and modern technologies by forming synergistic teams of marketing, data science, and neuroscience experts to co-create impactful and distinctive customer experiences. The conceptual model proposed in this study serves as a forward-looking framework for transforming banking service marketing and stands as a pioneering example of integrating marketing knowledge, neuroscience, and digital technology.
کلیدواژه‌ها [English]
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