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In 1915, series of experiments conducted to determine purchasing patterns, and consumer behavior. Ad campaigns since then have all been based, in some form or another, on an understanding of the consumers mind The word "NeuroMarketing"
What is NeuroMarketing?
Neuro
marketing is basically an application of Neuroscience- the science related to understanding the functioning of brain, in marketing. It first originated in the works of Gerry Zaltman of
use technologies to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.
analysts will use NeuroMarketing to better measure a consumer's preference. will tell the marketer what the consumer reacts to,
NeuroMarketing
NeuroMarketing Important
A research
discipline thats still in its infancy. uses hightech brain scanning techniques to investigate brain activity. neuroimaging hardware enables us to examine and analyze
It
This
NeuroMarketing Outcomes
The
knowledge provided by NeuroMarketing will help marketers create products and services.
What is Buyology?
NeuroMarketing
is where science and marketing meet. bears witness to an historic meeting between neuroscientists and marketing experts.
Buyology
fact is, roughly 90% of our consumer buying behavior is unconscious, and we cant actually explain our preferences, or likely buying decisions, with any accuracy.
NeuroMarketing
will help us make the transition towards understanding the truth and lies about why we buy.
Sponsoring
-celebrities
-events
slogan/message
colour arrangement
length
voice
TV advertisement
balance information/entertainment length product focus colour arrangement image voice/music
15
Logo
Colour
scheme
Packaging
materials
Impact on distribution
Shelving
Product
Limitations of Neuromarketing
limited Certain emotions cannot be clearly differentiated Analysis of collected data still remains an enigma Neuromarketing without future: 1. Consumer behavior cannot be recreated in laboratory 2. Time & costs prevent the testing of a great number of individuals
Daimler Chrysler
A DaimlerChrysler study in Ulm showed pictures of 66 different cars: 22 sports cars, 22 sedans and 22 small cars to 12 men, with an average age of 31, as they lay in a scanner. Far more than the other models, sports cars excited areas of the brain associated with reward and reinforcement. Among the sports cars that generated
Conclusion
Neuromarketing will be far more socially
welcome for applications that focus on