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    Neuro Marketing

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    Roberto Lico Reis
    NeuroMarketing is a field that uses brain scanning technologies to understand consumers' unconscious responses to marketing stimuli in order to help create more effective products, marketing campaigns, and branding strategies. It was coined in 2002 and aims to provide insights beyond what consumers consciously report, as verbal responses may be biased. While still emerging, NeuroMarketing has raised debates around ethics and methodology that proponents hope will be addressed through continued research at the intersection of neuroscience and marketing.

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    Neuro Marketing

    Uploaded by

    Roberto Lico Reis
    491 views14 pages
    NeuroMarketing is a field that uses brain scanning technologies to understand consumers' unconscious responses to marketing stimuli in order to help create more effective products, marketing campaigns, and branding strategies. It was coined in 2002 and aims to provide insights beyond what consumers consciously report, as verbal responses may be biased. While still emerging, NeuroMarketing has raised debates around ethics and methodology that proponents hope will be addressed through continued research at the intersection of neuroscience and marketing.

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    NeuroMarketing

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    NeuroMarketing is a field that uses brain scanning technologies to understand consumers' unconscious responses to marketing stimuli in order to help create more effective products, marketing campaigns, and branding strategies. It was coined in 2002 and aims to provide insights beyond what consumers consciously report, as verbal responses may be biased. While still emerging, NeuroMarketing has raised debates around ethics and methodology that proponents hope will be addressed through continued research at the intersection of neuroscience and marketing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    491 views14 pages

    Neuro Marketing

    Uploaded by

    Roberto Lico Reis
    NeuroMarketing is a field that uses brain scanning technologies to understand consumers' unconscious responses to marketing stimuli in order to help create more effective products, marketing campaigns, and branding strategies. It was coined in 2002 and aims to provide insights beyond what consumers consciously report, as verbal responses may be biased. While still emerging, NeuroMarketing has raised debates around ethics and methodology that proponents hope will be addressed through continued research at the intersection of neuroscience and marketing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 14
    At a glance
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    The key takeaways are that NeuroMarketing studies the sensorimotor, cognitive and affective responses of consumers to marketing stimuli using technologies like brain scanning. It aims to better understand consumer preferences and decision making.

    NeuroMarketing is a new field of marketing that studies consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. It looks at why consumers make the decisions they do and what parts of the brain influence those decisions.

    Researchers use technologies like brain scanning to learn why consumers make the decisions they do and what parts of the brain are involved in the decision making process. This helps understand consumer behavior at a deeper, unconscious level.

    NeuroMarketing

    What is NeuroMarketing?
    • NeuroMarketing is a new
    field of marketing that
    studies consumers‘:
    – Sensorimotor,
    – Cognitive,
    – Affective response to
    marketing stimuli.
    NeuroMarketing
    Historical Aspects

    • The word
    "NeuroMarketing"
    was coined by
    Ale Smidts in 2002.
    Consumers – Knowing Them

    • Researchers use technologies to


    learn why consumers make the
    decisions they do, and what part
    of the brain is telling them to do
    it.
    NeuroMarketing
    Main Goals
    • Marketing analysts will use
    NeuroMarketing to better
    measure a consumer's
    preference, as the verbal
    response given to the
    question, "Do you like this
    product?" may not always
    be the true answer due to
    cognitive bias.
    NeuroMarketing
    Main Goals
    • NeuroMarketing will tell the
    marketer what the consumer
    reacts to, whether it was the color
    of the packaging, the sound the
    box makes when shaken, or the
    idea that they will have
    something their co-consumers do
    not.
    NeuroMarketing
    Outcomes
    • The knowledge provided
    by NeuroMarketing will
    help marketers create
    products and services
    designed more effectively
    and marketing campaigns
    focused more on the
    brain's response.
    NeuroMarketing
    Important
    • The new approach of
    NeuroMarketing and its
    main effects can be
    potentially subliminal.
    NeuroMarketing
    Important
    • A research discipline that’s still in
    its infancy.
    • It uses high–tech brain scanning
    techniques to investigate brain
    activity.
    • This neuro–imaging hardware
    enables us to examine and analyze
    what really drives our behavior, our
    opinions, our preference for
    Corona over Budweiser, iPods over
    Zunes, or McDonald’s over
    Wendy’s.
    NeuroMarketing
    What is Buyology?
    • NeuroMarketing is where science and
    marketing meet.
    • Buyology bears witness to an historic
    meeting between neuroscientists and
    marketing experts, a union that sheds
    new light on how we make decisions
    about what we buy — everything from
    food, to cell phones, to cigarettes, to
    political candidates — and why.
    Understanding
    Our Buyology
    • Until now, most marketing, advertising
    and branding strategies have been built
    on qualitative and quantitative market
    research.
    • The fact is, roughly 90% of our consumer
    buying behavior is unconscious, and we
    can’t actually explain our preferences, or
    likely buying decisions, with any
    accuracy.
    • So market surveys and customer
    questionnaires are of dubious value.
    Understanding
    Our Buyology
    • NeuroMarketing will
    help us make the
    transition towards
    understanding the
    truth and lies about
    why we buy.
    NeuroMarketing
    Main Concerns
    • In 2004 a number of studies
    were published about the
    methodology and these helped
    to raise debate about the ethics
    of NeuroMarketing research.
    • Buyology should further the
    debate about both the ethical
    application of NeuroMarketing
    and its competent practice.
    Lico Reis Consultoria
    & Línguas
    Roberto Lico Reis

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