Cracking the code of impactful advertising: How to appeal to both Gen Z and grown-ups?

Yener Girisken and Secil Hasegeli Yagli

This paper looks at audiences' emotional reactions to television commercials (TVCs) to determine what appeals to Generation Z consumers and whether these same elements cause a tension for older consumers.

Introduction

In the 21st century, new scientific sources emphasize that what we know about how people decide may be challenged (Kahneman, 2011). A number of behavioral scientists indicate that consumers' decisions are not only affected by conscious information but that the significance of emotions is higher than was thought to be (Ariely, 2008). Therefore, in order to fully understand people's decision making process and devise more influential marketing operations, it is important to have a holistic perspective via combining traditional and consumer neuroscience research methods. There is significant development in brain imaging methods and in parallel, there has been serious...

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