Logos : evocative or just decorative? a neuromarketing study of the theory of perception in the Maltese banking industry

Abstract

Purpose - The purpose of this study is to discover the different reactions consumers have towards Maltese Banking Logos. Design/methodology/approach - This study starts by exploring literature about the banking industry, Neuromarketing, Consumer Neuroscience by using neurophysiological tools, the structure and function of the human brain, perception and cognition. High Density Electroencephalography, Galvanic Skin Response and Eye Tracking were used to gather data which was then analyzed and compared to existing literature. Findings - The results of this study show how the subjects react to the modified logos along with the original logos. The different reaction between genders is also portrayed. Findings will link logos to brand recognition and how the subject shall react to such stimuli. Research limitation/implications - The use of such neurophysiological equipment had to be used in a laboratory and therefore subjects where not studied in their natural environment and this may alter the results of the study carried out. High costs and resources should be also be evaluated in such a study. Practical implications – Traditional marketing makes use of other methods of gathering and presenting findings. The use of Neuromarketing tools gives us an insight of the human unconscious brain and therefore a better way to target and segment the customers leading to a better marketing campaign. Originality/value – The banking industry should make further use of marketing techniques to keep its existing customer satisfied and also to makes itself more likeable to potential customers.