Neuromarketing

8 Key excerpts on "Neuromarketing"

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  eBook - ePub

  Defining, Measuring and Managing Consumer Experiences

  • Annarita Sorrentino(Author)
  • 2020(Publication Date)
  • Routledge

    (Publisher)

  Neuromarketing TO DISCOVER THE SMALL INSIGHTS

  SUMMARY : 3.1. Marketing and neuroscience. – 3.2. Consumer neuroscience and consumer theory. – 3.3. Applications of consumer neuroscience. – 3.4. Neuro-marketing and branding. – 3.5. Research in consumer neuroscience. – 3.6. Most common methods and devices used during a typical Neuromarketing experiment. – 3.6.1. Biometric indicators. – 3.7. How neuroscience can help marketing research.

  3.1. Marketing and neuroscience

  In the last few years we have assisted to an increased interest in the use of brain imaging techniques for the analysis of brain responses to the commercial advertisements or for the investigation of the consumers’ purchasing attitudes (Ambler et al., 2000; Knutson et al., 2007; Astolfi et al., 2009; Vecchiato et al., 2014). This interest is justified by the possibility to correlate particular observed brain activations with the characteristics of a proposed commercial stimulus, in order to derive conclusions about the adequacy of such marketing stimulus (advertising, packaging etc.) to be interesting or emotionally engaging.

  Many standard marketing techniques employed so far involved, instead, the use of interviews and the compilation of a questionnaire after the exposition to a commercial advertising, products and services before their massive launch – in a pre-test phase (Cherubino et al., 2016). However, it is now recognized that, often, the verbal advertising pre-testing is flawed by the respondents’ cognitive processes activated during the interview, being the implicit memory and subject’s feelings often inaccessible to the interviewer that uses traditional techniques (Zaltman, 2003). Very frequently, consumers are not able to rationally justify their own purchasing behaviour, which often greatly differs from their original intent, in favour of a “last-minute decision” taken in-store and based on their instinctive reasons. Such nature of the “decision-making” process, which seems out of control during the conscious rational choice of goods or services, can be explained by the different emotional systems present in the human brain, that can easily access the centers of decisional behaviour without being subjected to the filter of the brain’s cognitive part.

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  Neuromarketing in Action

  How to Talk and Sell to the Brain

  • Patrick M Georges, Anne-Sophie Bayle-Tourtoulou, Michel Badoc(Authors)
  • 2013(Publication Date)
  • Kogan Page

    (Publisher)

  PART I Neuromarketing or the art of selling to the brain A s a science studying how to bring companies closer to their customers, marketing has numerous limitations in terms of studies as well as business approach, sales and communication. By drawing on neuroscience, which helps probe human intelligence and comprehends the unconscious of the brain, it significantly improves its efficacy with all its interlocutors: managers, employees, partners and, of course, customers. This new approach constitutes the Neuromarketing domain. It was born out of the technical possibilities, inspired by the medical sector, of analysing how the brain works and their applications to marketing. Studies in neuromedicine largely rely on the possibility of lighting up the lobes of the brain associated with decision making and action. They were identified by a wealth of medical research relating to epilepsy, Parkinson’s disease and other forms of brain injury. Studies also draw on the analysis of hormone secretion and its impact on human behaviour. For instance when dopamine is largely secreted, it provides pleasure and makes the desire to buy products greater. Neuromarketing studies help in understanding how the brain responds to different stimuli and making decisions. The use of neuroscience in the marketing approach, because of its efficiency, is not without danger. It can be used properly only by marketers with sound ethics and irreproachable professional conduct. 01 Marketing and its limitations in understanding human intelligence M arketing represents an analytical tool, a state of mind, an approach, and technical expertise. As with a sporting event that one watches while comfortably seated in the stadium or in front of the television, its practice may, at first glance, seem simple, if not simplistic. This is a misleading illusion. Success is the result of patented professionalism as well as serious predispositions

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  Neuromarketing in India

  Understanding the Indian Consumer

  • Tanusree Dutta, Manas Kumar Mandal(Authors)
  • 2018(Publication Date)
  • Routledge

    (Publisher)

  Neuromarketing An emerging interdisciplinary science

  In the longer run and for wide-reaching issues, more creative solutions tend to come from imaginative interdisciplinary collaboration. – Robert J. Shiller

  Scientific discourse on Neuromarketing to develop a biological model to explain context-based human behaviour has often been neglected. Behaviour is an outcome of intent, and intent is shaped by various factors. The field of Neuromarketing is an interdisciplinary field. The term ‘Neuromarketing’ is coined from two words, namely, neuroscience and marketing. But it draws heavily from research done in the fields of psychology, marketing and neuroscience. Valuable advances in the field of neuroscience in the last few years have brought us very close to developing an understanding of how the consumer’s mind works. In this chapter, an attempt is made to elaborate on how different disciplines have contributed towards the growth of this discipline.

  Research done in a number of allied fields has contributed in developing an understanding of human behaviour. Studies conducted on human attention have helped the field of advertisement to develop advertisements that are eye catching and retain human attention; studies in memory have contributed a lot in developing strategies for product recall and branding. Research directed towards developing a critical understanding about decision-making has helped in effective negotiation. Principally, Neuromarketing has benefitted a lot from cognitive neuroscience—which helps in developing an objective understanding of an individual’s thought processes; affective neuroscience helps in developing an understanding about the neural mechanism of emotional behaviour and behavioural neuroscience helps to develop a keen understanding of the various factors that interplay to generate human behaviour. These three areas interact in the generation of observable behaviour. However, the contributions from other fields such as neuropsychology—that explores brain-behaviour relationship, experimental psychology—on which the field of Neuromarketing relies heavily for methodological concerns, consumer neuroscience—which helps to investigate consumer centric problems, decision neuroscience—which helps to delve deeper into how decisions are made, cannot be neglected. Next we present a brief summary of the various studies that have been conducted in different disciplines that have contributed towards the field of Neuromarketing. We have concentrated on some of the major disciplines. There may be other disciplines as well which have contributed in some way to make Neuromarketing more relevant.

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  Soft Skills

  Personality Development For Life Success

  • Prashant Sharma(Author)
  • 2020(Publication Date)
  • BPB Publications

    (Publisher)

  The answer lies in the fact that making decisions is both a conscious and non-conscious process in the brain. It is important to not just work and interact with bosses and clients. It is also important to understand their motivations and the reasons why they behave and act the way they do. This involves aligning your intentions with their agenda. This is exactly what Neuromarketing aims to do. By triggering positive feelings and emotions in others and compel them to look at you in a positive manner.

  Neuromarketing is a derivative of neuroscience which is combination of human psychology, consumer behavior and marketing research. The objective of applied Neuromarketing is to determine what motivates influencers and leaders to make their decisions and how our efforts can influence them to choose favorably towards us.

  While Neuromarketing employs tools like VR, Eye tracking, EEG and FMRI, facial coding and other technological tools, it also involves getting an insight into basic human behavior and motivations through basic psychology.

  15.3 Using Neuromarketing and psychology to get ahead

  It is a simple matter of demand and supply. The successful candidates are those who can supply the correct information or product to the right person at the right time. Neuromarketing helps prospective candidates and sellers to achieve their goals and targets by understanding their target market’s motivations.

  Neuromarketing is also used in Social Networking, Machine Learning and Big Data for understanding and influencing internet search behavior and website design. Through Neuromarketing, a prospective job hunter or supplier can see where the demand is? What skills do they need to work on to get hired? What courses to take so that their knowledge and skills are current and up-to-date with the latest industry requirement. And accordingly can direct his or her efforts in precisely our direction without wasting time.

  15.4 How do recruiters and clients make decisions?

  Anyone looking to get hired or promoted or wealthy or just plain lucky can use Neuromarketing for their personal gain. Research has shown and advertising and marketing have proven time and time again that buying or hiring decisions are taken not just on the basis of data or information but on the basis of emotion.

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  Innovation and Capacity Building

  Cross-disciplinary Management Theories for Practical Applications

  • Demetris Vrontis, Yaakov Weber, Alkis Thrassou, S. M. Riad Shams, Evangelos Tsoukatos(Authors)
  • 2018(Publication Date)
  • Palgrave Macmillan

    (Publisher)

  Its goal is to enhance marketing theory and practice (Plassmann et al. 2015 ; Yoon et al. 2012) or to improve the accuracy of predictions of consumer preferences and behaviour when combined with traditional techniques (Boksem and Smidts 2015 ; Smidts et al. 2014 ; Venkatraman et al. 2015 ; O’Doherty et al., 2008). Researchers use technologies such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to measure specific types of brain activity in response to advertising messages. With this information, companies learn why consumers make the decisions they do and what parts of the brain motivate them to do so (Ghorpade 2017). According to Nick Lee, Honorary Professor of Marketing and Organizational Research, Aston University, “Executives love the idea of using brain scans. As brain imaging and neuroscience develop, Neuromarketing companies will be able to pull out more sophisticated data about what makes people want to buy or avoid certain items. The big question is whether Neuromarketing can push a ‘buy-button’ in your brain.” (Nyoni and Bonga, 2017b). The major gap we can find here is the scarce application of Neuromarketing techniques (Feenstra and Pallarés-Domínguez 2017). While some sceptics and detractors describe Neuromarketing as a sort of “brain washing” (Ghorpade 2017), its techniques could allow us to form a reliable view of how companies deal with ethical issues (Feenstra and Pallarés-Domínguez 2017). Threats to consumer autonomy, privacy and control are not meaningful ethical issues given the current capabilities and implementation of Neuromarketing research (Stanton et al. 2017). Neuromarketing has clear potential for making a positive impact on society and consumers, a fact rarely considered in the discussion on the ethics of Neuromarketing (Stanton et al. 2017) by firms, which prefers to limit or completely avoid this powerful instrument of monitoring

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  Innovative Research Methodologies in Management

  Volume II: Futures, Biometrics and Neuroscience Research

  • Luiz Moutinho, Mladen Sokele(Authors)
  • 2017(Publication Date)
  • Palgrave Macmillan

    (Publisher)

  decision neuroscience .

  We will use consumer neuroscience and Neuromarketing interchangeably (e.g., Lee et al. 2007 ; Morin 2011 ; Reimann et al. 2011 ) for a few reasons . First, Neuromarketing is more familiar to most readers. A distinction seems to confuse them without adding much value. Second, it is sometimes easier defining such a distinction than actually making one. For example, Dietvorst et al. (2009 ) developed a sales force-specific Theory-of-Mind (ToM) scale and validated the questionnaire -based scale with neuroimaging data. The authors found that those who scored high in the scale showed more activation in brain areas that are associated with ToM or mentalization in interpersonal situations than those who scored low in the scale. While the development of the scale is guided by consumer theory, the scale itself has great potential for commercial use. It is not clear to us whether this advancement should be classified as consumer neuroscience or Neuromarketing.

  Another debate is whether Neuromarketing should be treated as a branch of neuroscience studying human behavior by borrowing the theoretical perspectives from consumer research, or if it is more accurately a part of consumer research trying to contribute to the development of consumer theories by utilizing neuroscientific method ologies (Plassmann et al. 2015 ). While the former may contribute to the study of science generally, or neuroscience more specifically, the focus of this chapter is on the latter, as this book is written for readers who are interested in recent advancements in research in management. In order to contribute to consumer research, Chen et al. (2015 ) proposed that Neuromarketing researchers should move on from answering the “where”-type questions to the “what”-type questions. The former refers to the stage when research focuses on physically localizing different psychological processes. Shifting the focus involves answering questions such as what process is involved, and what and how information is being processed. More specifically, Shiv et al. (2005 ) proposed a few ways that neuroscientific methods might contribute to consumer research by:

  1. 1. providing confirmatory evidence about the existence of a phenomenon,  
  2. 2. generating a more fundamental (i.e., a neural level) conceptualization and understanding of underlying processes,  
  3. 3. refining existing conceptualizations of various phenomena, and  
  4. 4. providing methodologies for testing new as well as existing theories.  

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  New Trends in Process Control and Production Management

  Proceedings of the International Conference on Marketing Management, Trade, Financial and Social Aspects of Business (MTS 2017), May 18-20, 2017, Košice, Slovak Republic and Tarnobrzeg, Poland

  • Lenka Štofová, Petra Szaryszová(Authors)
  • 2017(Publication Date)
  • CRC Press

    (Publisher)

  Linking multiple scientific disciplines was essential because understanding consumer behavior in society has meant a complex study of many variables. Changes in social dynamics, new technologies, new lifestyles and increased consumer awareness have led to questioning the hegemony of mass communication tools, particularly advertising as a source of information Horská et al. (2015). It triggered a crisis of credibility of this form of communication. Today’s recipient of messages is aware that advertisers are trying to persuade him to buy the product or service. Consumers are critical and skeptical, thereby diminishing the power of this communication tool Colaferro & Crescitelli (2014). A unique feature of consumer neuroscience is its direct relevance for practice. Industry has always followed developments with great interest. Neuroscience methods offer hope to solve one of the key problems for many marketing scholars that is how to reliably measure implicit response to marketing stimuli. Therefore, the area of marketing research quickly approved the adoption of neuroscience and the proof has been an increasing number of Neuromarketing companies Plassmann & Ramsøy & Milosavljevic (2012).

  Consumer neuroscience has a great benefit as it avoids relying entirely on the studied subject. The subject, in spite of his will, cannot accurately express his subconscious motives. Also, classic research is not likely to capture emotional reasons on which consumer preferences or decisions are based, unlike consumer neuroscience, which can affect the subconscious prejudices. Some experts believe that neuroimaging can even lead to “igniting” pleasurable feelings in consumers. Psychiatrists say that this information about the brain could help in practice to better customer segmentation. In other words, the potential of consumer neuroscience to provide valuable information for academia, as well as reduce marketing failures and increase marketing success looks quite promising, though debatable Fugate, (2007).

  Research in the field of consumer neuroscience can be realized in laboratory but also in real conditions (Paluchová & Kleinová 2014). Based on what is the subject of research, the appropriate biometric method (e.g., monitoring heart rate variability (HRV), eye movements Eye tracker, facial expressions FA) or neuroimaging method (e.g., monitoring electrical brain activity EEG) is selected or a combination of these methods. When processing and interpreting some research data (e.g., about brain activity) an active cooperation with neurologists and psychologists is required, because working with this data requires involvement of experts also from this field. In addition, the quality of the research itself is influenced by many aspects that need to be considered (e.g., total fatigue of respondents or weather), which presents the need to repeat these types of interdisciplinary research in an effort to obtain more accurate data Horská, Berčík & Gálová (2015).

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  The Neuro-Consumer

  Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain

  • Anne-Sophie Bayle-Tourtoulou, Michel Badoc(Authors)
  • 2020(Publication Date)
  • Routledge

    (Publisher)

  7 consider that neuroscientific research, whether used alone or alongside traditional marketing surveys, provides major improvements to ensure the success of innovations leading to the launch of new products and services.

  American professor Larry R. Squire and his colleagues write that:

  At the start of the 21st century, the Hubble space telescope provided us with information on previously unmapped regions of the universe and the promise that we could learn something about the origins of [the] cosmos. This same adventurous spirit is also turning towards the most complex structure that exists in the universe: the human brain.8

  For Pradeep, Neuromarketing is to marketing what the Hubble telescope is to astronomy. It provides “a quantum leap forward toward greater knowledge and a larger vision, achieved with scientific precision and certainty.”9

  The neuro-consumer’s brain confronted with design

  Success in design is of primary importance to companies. For some, it comprises an integral part of innovation.

  The “neuroesthetics” of design, a new research focus for neuroscientific analysis

  Bernard Roullet and Olivier Droulers10 remark that esthetics, which are part of design, have long been considered highly cognitive, i.e., nonemotional, by art historians and researchers. Understanding and evaluating esthetics requires study, prior cultural knowledge and “objective” evaluation tools. Design efficiency is still evaluated using traditional marketing surveys with a conscious, rational basis and carried out through interviews, attitude scales and a range of conventional tools such as focus groups. Developments in neuroscience reveal the role of emotions and affect. Classical surveys are shown to be of limited interest in this field, and even more so when a consumer is asked to choose today the design of an item that will be brought to market in a few years’ time. This is the case for cars, for example, where “a better understanding of the processes of esthetic judgment can also be achieved by taking account of the underlying cerebral processes.”11

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