Advertising and neuroscience. Aspects of the consumers’ behaviour

Living in a capitalist society we are witnessing an alarming growth of both consumerism and materialism. Nowadays, this phenomenon has become a lifestyle itself. Thus, this study aims to demonstrate how consumers’ perception of luxury and premium brands can be easily influenced by various factors such as entourage, social media or the desire to be at the top of the social hierarchy. Currently, neuroscience and consumer psychosociology play an essential role in creating impactful advertising campaigns as it becomes increasingly difficult for a brand to remain market-leading.