Certain situations that we face at different moments of everyday life can cause anxiety. This feeling can affect the present moment, sometimes at work, sometimes in public or worrying about the future. Anxiety is an emotion that drives us and can have negative effects. Anxiety is a state in which the body and brain perceive threat or danger, real or imagined. Anxiety is defined as an extreme degree of worry and is considered one of the most common responses to stress.
Anxiety is an emotion that leads to avoidance or avoidance of stressful situations, but these avoidant behaviors can make it more difficult to face similar situations and can lead to a loss of self-confidence. Avoidance can include avoiding uncomfortable thoughts and tasks, which can lead to a decrease in activities and performance.
Anxiety affects many different parts of the brain. Research by Bob Bramson and Sjoerd Meijer at the Donders Institute at Radboud University found that people with anxiety use a different part of the forebrain in anxious situations than people without anxiety.
Anxious individuals shift emotional control from the lateral frontal pole to the dorsolateral prefrontal cortex. Different regions in the brain are where anxiety is complexly processed and regulated. Deep brain structures and inner emotional regions contribute to the bodily sensations and physiological responses to anxiety. The amygdala region also plays an important role in the regulation of sensory responses. It is particularly important in processing feelings of fear and anxiety associated with perceptions of threat and danger. Another brain region, the anterior cingulate dorsal cortex, is involved in the processing of emotional conflicts and difficulties. Anxiety is the result of interactions between these regions.
Anxiety is an important emotion used in neuromarketing measurements. People’s feelings about a product have a significant impact on their direct behavior, i.e. their purchasing decisions. Consumers may turn to brands or products that can make them feel safe in times of anxiety. Neuromarketing experts can observe the emotional impact of brands/products on consumers and analyze their emotions. Anxious consumers may evaluate their purchasing decisions more carefully. Physiological and neurological research examines the emotion itself with Online Emotional State Analysis and brain activity with Fixed and Mobile EEG Measurement to understand which factors affect consumers’ anxiety and how.
CONCLUSION; ‘Anxiety and its triggers’, which is on the negative axis in emotion mapping, has an important place in understanding consumer behavior and creating strategies for it, as in all areas of life.
Reference
Psychologist Merve Altındağ
“Anxiousindividualsshiftemotioncontrolfrom lateral frontal poleto dorsolateral prefrontalcortex” byBobBramson et al. Nature Communications
Peleg-Popko O (2004) Differentiationand Test Anxiety in Adolescents, Journal of Adolescence, 27:645- 662.
Lufi D, Darliuk L (2005) The _nteractiveEffect of Test Anxietyand Learning DisablitiesAmongAdolescents, International Journal of EducationalResearch, 43: 236-249.
