Social Neuromarketing: The Role of Social Context in Measuring Advertising Effectiveness PDF
Preview Social Neuromarketing: The Role of Social Context in Measuring Advertising Effectiveness
RUMEN IVAYLOV POZHARLIEV Social Neuromarketing: The Role of Social Context in Measuring Advertising Effectiveness Social Neuromarketing: The role of social context in measuring advertising effectiveness Social Neuromarketing: The role of social context in measuringadvertisingeffectiveness Sociale Neuromarketing: De rol van de sociale context bij het meten van de effectiviteit van reclame boodschappen Thesis to obtain the degree of Doctor from the Erasmus University Rotterdam by command of the rector magnificus Prof.dr. H.A.P. Pols andin accordance with the decision of the Doctorate Board. The public defence shall be held on Thursday, 23 February,2017 at 13:30hrs by Rumen Ivaylov Pozharliev born in Plovdiv, Bulgaria Doctoral Committee Promotor: Prof.dr. W.J.M.I. Verbeke Promotor: Prof.dr. J.W.van Strien Other members: Prof.dr. F.D. Belschak Prof.dr. S.Puntoni Prof.dr.R.P. Bagozzi Prof.dr. B.Donkers dr. R. van den Bos Erasmus Research Institute of Management –ERIM The joint research institute of the Rotterdam School of Management (RSM) and the Erasmus School of Economics (ESE) at the Erasmus University Rotterdam Internet: http://www.erim.eur.nl ERIM Electronic Series Portal:http://repub.eur.nl/ ERIM PhD Series in Research in Management,402 ERIM reference number: EPS-2017-402-MKT ISBN 978-90-5892-475-9 © 2017,Rumen Pozharliev Design: PanArt, www.panart.nl This publication (cover and interior) is printed by Tuijtel on recycled paper, BalanceSilk® Theink used is produced from renewable resources and alcohol free fountain solution. Certifications for the paper and the printing production process: Recycle, EU Ecolabel,FSC®, ISO14001. More info: www.tuijtel.com All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the author. ACKNOWLEGEMENTS I started my Ph.D. in August 2012, one year after completing a Master of Science in Economics and Business, majoring in Marketing, at the Erasmus University Rotterdam (cum laude). I was working as a Business Development Manager (East Europe) for an Italian clothing company. I was on a business trip in Greece when I received a call from Willem who offered me a Ph.D. position at Erasmus School of Economics. I was pretty happy with my current job, but when I received the offer to join Willem I didn’t hesitate a second to say yes. I still remember his first lectures in Knowledge-Based Marketing (KBM) and his unique teaching style. I was so inspired that I immediately applied for the position of teaching assistant for the KBM class. The way he motivates and excites students during his lectures is unparalleled. I was so excited after his course that I decided to do my master thesis with him on emergent leadership and polymorphism of the DRD4 gene. I found the topic so stimulating that I hopped one day to be able to do more research on biological influence on human behavior. However, what really attracted me was something else. Willem was always talking about the social context and his role in shaping human behavior. I was also obsessed by the same topic and I was reading a lot about it. Thus, this Ph.D. position was like a dream come true. It gave me this unique opportunityto study marketingand consumer behavior in social context from behavioral and most importantly from neurophysiological perspective. After four years I can honestly say that this was the most amazing experience of my life. I’ve learnt so much about me and the world around me. I would like to first thank Willem for believing in me. He was stimulating me to always achieve more, to publish more and to seek excellence in everything I do. He was always available when I needed guidance or advice. I am still amazed by the passion he puts in every single discussion and the time he dedicates to meticulously study every single project. In order for me to achieve excellence he always ensured that I will have access to the top-notch research equipment and facilities. For instance, for one of our projects he invested in the best wireless EEG equipment available on the market. Furthermore, Willem helped me to connect and collaborate with some of brightest scholars in marketing and neuroscience. Willem, you gave me the perfect mix of independence and support, so having you as supervisor was a true blessing. Thank you! I would also like to thank Jan van Strien. Jan is a remarkable scholar and very altruistic person. He generously shared his knowledge and experience on EEG with me. He introduced me to the Erasmus Behavioral Lab (EBL) and offered me great support. He taught me how to use Brain Vision Analyzer and how to read and analyze EEG and ERP data. It is hard to thank Jan enough for all the time he spent answering my questions and helping me with my projects. Jan, I am very grateful for your immense support and valuable advices. Thank you! I would also like to thank the EBL team for their valuable and generous support. They offered me access to all available equipment. They helped me designing and testing my experiments. In addition, they were always available to discuss the feasibility of my new ideas and projects. Thanks to them I was able to constantly improve and excel in my research skills. Last but not least I had great time just talking about sports, cars and other non academic topics. Special thanks to Christiaan, Marcel and Gerrit Jan. Thank you for everything! I would also like to thank other brilliant co-authors I had the pleasure and the honor to work with. Thanks Frank for your valuable help in my first publication in Frontiers of Human Neuroscience. I would like to thank Richard for his precious insights and for giving an extra touch to all of our work. Thank you all! I would like to thank all people from our department (the H15). Thank you for the wonderful moments, for your support and for making me feel at home: Bas, Benedict, Bruno, Gui, Elio, Florian, Martijn, Nuno, Tülay, Vardan,Vijay and Yuri. I would also like to thank ERIM and all the people at the ERIM office (namely Marisa, Miho, Natalija, Tineke and Kim) for all the support over the years. Last but not least, I would like to thank my family and my friends for making me the person I am today. Rumen Pozharliev Rotterdam, January 31,2017
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