Neuromarketing study on Travel Provider Advertising

Abstract

The article presents a neuromarketing study of an advertising video of a travel service provider - a
Kazakhstani airline. Neuromarketing research is one of the innovative areas, which is a symbiosis of psychology
and marketing. The purpose of this article is to determine the key factors influencing the emotions of consumers
based on the neuromarketing study of an advertising video with the help of face reading technology. The
results of the theoretical analysis showed that the factors affecting the emotional message can be divided into
three groups: cognitive, emotional, and behavioral. Within the framework of this article, there were conducted
neuromarketing studies aimed to study human emotions. According to the results of the neuromarketing
study of the advertising video of the tourist service provider, it was determined that at the beginning of the
video, emotional involvement is minimal and limited. The timing of the commercial showed that the variety of
emotions is associated with the display of nature and humans. Actions performed by a person in nature have a
more positive color and increase positive emotions. This method is not only determining the understanding of
which frames cause a higher emotional surge, but also the possibility of increasing emotional perception when
viewing ads to form an associative series with the proposed air transportation service.