Neuromarketing
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Neuromarketing is a commercial
Certain companies, particularly those with large-scale ambitions to predict consumer behavior, have invested in their own laboratories, science personnel, or partnerships with academia. Neuromarketing is still an expensive approach; it requires advanced equipment and technology such as magnetic resonance imaging (MRI), motion capture for eye-tracking, and the electroencephalogram.[5] Given the amount of new learnings from neuroscience and marketing research, marketers have begun applying neuromarketing best practices without needing to engage in expensive testing.
History
Neuromarketing is an emerging disciplinary field in marketing. It borrows tools and methodologies from fields such as neuroscience and psychology. The term "neuromarketing" was introduced by different authors in 2002 (cf. infra) but research in the field can be found from the 1990s.[6][7]
The term "neuromarketing" was first published in 2002 in the Master Thesis
Concept
Collecting information on how the target market would respond to a product is the first step involved for organisations
The concept of neuromarketing
Consumer behavior investigates both an individual's conscious choices and underlying brain activity levels.[20] For example, neural processes observed provide a more accurate prediction of population-level data in comparison to self-reported data.[18] Neuromarketing can measure the impacts of branding and market strategies before applying them to target consumers.[3][16][18] Marketers can then advertise the product so that it communicates and meets the needs of potential consumers with different predictions of choice.[16]
Neuromarketing is also used with
Neuroscience tools
There are various neuroscience tools that are used to study consumer decision-making and behaviour. Usually, they include devices that can measure vital physiological functions (e.g., heartbeat,
Segmentation and positioning
Based on the proposed neuromarketing concept of decision processing, consumer buying decisions rely on either System 1 or System 2 processing or
Young people represent a high share of buyers in many industries including the
Marketers use segmentation and positioning to divide the market into smaller target markets, or segmentations, to strategically position their brand, product, or service with relevant attributes. Neuromarketing methodology takes into consideration multiple facets of each segmentation, such as their behavioral, demographic, and psychographic interests to create a one-to-one dialog and connection to the brand. This creates sociographic cohorts for the brand to directly message.[32]
For example, neurological differences between genders can influence target markets and segmentations. Research has shown that structural differences between the male and female brain have a strong influence on their respective decisions as consumers.[31][21]
Criticism
Pseudoscience
Many of the claims of companies that sell neuromarketing services are not based on actual neuroscience and have been debunked as hype, and have been described as part of a fad of pseudoscientific "neuroscientism" in popular culture.[33][34][35] Joseph Turow, a communications professor at the University of Pennsylvania, dismisses neuromarketing as another reincarnation of gimmicky attempts for advertisers to find non-traditional approaches toward gathering consumer opinion. He is quoted as saying, "There has always been a holy grail in advertising to try to reach people in a hypodermic way. Major corporations and research firms are jumping on the neuromarketing bandwagon, because they are desperate for any novel technique to help them break through all the marketing clutter. It's as much about the nature of the industry and the anxiety roiling through the system as it is about anything else."[36]
Privacy invasion
Some consumer advocate organizations, such as the
However, industry associations across the world have taken measures to address the issue around privacy. For example, The Neuromarketing Science & Business Association has established general principles and ethical guidelines surrounding best practices for researchers to adhere to such as:[7]
- Do not bring any kind of prejudice in research methodology, results and participants
- Do not take advantage of participants lack of awareness in the field
- Communicate what participants should expect during research (methodologies)
- Be honest with results
- Participant data should remain confidential
- Reveal data collection techniques to participants
- Do not coerce participants to join a research and allow them to leave when they want
The above is not a full list of what researchers should abide by, but it mitigates the risk of researchers breaching a participant's privacy if they want their research to be academically recognized.
Manipulation
Jeff Chester, the executive director of the Center for Digital Democracy, claims that neuromarketing is "having an effect on individuals that individuals are not informed about." Further, he claims that though there has not historically been regulation on adult advertising due to adults having defense mechanisms to discern what is true and untrue, regulations should now be placed: "if the advertising is now purposely designed to bypass those rational defenses ... protecting advertising speech in the marketplace has to be questioned."
Advocates nonetheless argue that society benefits from neuromarketing innovations. German neurobiologist
Limitations
Neuromarketing is not a replacement for traditional marketing methods but, rather, a field to be used alongside traditional methods to gain a clearer picture of a consumer's profile.[40][41] Neuromarketing provides insights into the implicit decisions of a consumer, but it is still important to know the explicit decisions and attractions of consumers.
To carry out a complete marketing research, the usage of both neuromarketing and traditional marketing experiments is necessary. As researchers know that customers say what they think they should say, not what they feel, an accurate study will happen in two steps: 1. understand what drives customers' attention, emotions, and memories towards the brand or the product, using neuromarketing methodologies. 2. conduct conventional marketing researches such as focus groups to establish the marketing mix.
Neuromarketing is also limited by the high costs of conducting research. Research requires a variety of technologies such as fMRI, EEG, biometrics, facial coding, and eye-tracking to learn how consumers respond and feel to stimuli.[42] However, the cost to rent or own these technologies and even then a lab may be needed to operate the aforementioned technologies.[40]
In popular culture
An Off-Broadway play by Edward Einhorn, The Neurology of the Soul, was set at a fictional neuromarketing firm.[43][44]
See also
References
- PMID 16769143.
- ^ a b Vlăsceanu, Sebastian (2014). "New directions in understanding the decision-making process: neuroeconomics and neuromarketing". 17: 758–762 – via Elsevier.
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: Cite journal requires|journal=
(help) - ^ a b c Georges, Patrick M (2014). Neuromarketing in Action : How to Talk and Sell to the Brain. London: Kogan Page Ltd. pp. 9–16.
- ISSN 0736-3761.
- ^ Karmarkar, Uma R. (2011). "Note on Neuromarketing". Harvard Business School (9-512-031).
- ^ a b "Neuromarketing – friend or foe? - TEDxAmsterdam". TEDxAmsterdam. 1 September 2015. Retrieved 27 April 2018.
- ^ ISSN 1877-0428.
- ^ a b c Kelly, M. (2002). "The Science of Shopping" Commercial Alert. Retrieved 30 March 2016.
- ^ Carbone, Lou. "Clued In: How to Keep Customers Coming Back Again and Again". Upper Saddle River, NJ: Financial Times Prentice Hall (2004): 140-141, 254.
- ^ Public defense on 12 December 2002, under the direction of Pr. Jean Attali, Pr. Bruno Fortier, Pr. Ahmet Gulgonen, Pr. Christian Girard, Pr. Ass. Jean-Paul Rayon.
- ^ Philippe Morel is an Architect and Associate Professor at the Ecole nationale supérieure d'Architecture Paris-Malaquais (Paris) and a Visiting Professor at UCL Bartlett (London).
- ^ a b c Ait Hammou, Galib & Melloul, 2013
- ^ PMID 20597593.
- ^ Dooley, Roger. "Nielsen Doubles Down on Neuro". Forbes. Retrieved 27 April 2018.
- ^ David Lewis & Darren Brigder (July–August 2005). "Market Researchers make Increasing use of Brain Imaging" (PDF). Advances in Clinical Neuroscience and Rehabilitation. 5 (3): 35+. Archived from the original (PDF) on 6 February 2012.
- ^ S2CID 11816200.
- ISSN 1134-3478.
- ^ S2CID 146551139.
- ^ Glanert, M. (2012). "Behavioral Targeting Pros and Cons" - Behavioral Targeting Blog. Retrieved 31 March 2016
- ^ .
- ^ a b c d e Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2013). Marketing (9th ed., pp. 171). Australia: Pearson.
- .
- ^ Neuromarketing Science and Business Association, n.d.
- ^ Genco, S.J., Pohlmann, A.P. and Steidl, P., Neuromarketing For Dummies, John Wiley & Sons, 2013
- ^ "Tapping into how consumers react with Neuromarketing". Artifact's Blog. 20 July 2017. Retrieved 27 April 2018.
- ^ Darling
- ^ Global Harmonization Task Force (2012). Principles of Medical Devices Classification.
- .
- PMID 33343279.
- ISBN 9781446250068. Retrieved 7 December 2020.
- ^ ISBN 9789089651877.
- ISBN 978-0-615-37146-7. Retrieved 14 March 2022.
- ISSN 1091-2339. Retrieved 27 April 2018.
- ^ Etchells, Pete (5 December 2013). "Does neuromarketing live up to the hype?". The Guardian. Retrieved 27 April 2018.
- ^ Poole, Steven (6 September 2012). "Your brain on pseudoscience: the rise of popular neurobollocks". New Statesman. Retrieved 27 April 2018.
- ^ ISSN 0362-4331. Retrieved 27 April 2018.
- S2CID 207343944.
- ^ Brierley, Geraldene Louise (2017). Subconscious Marketing Techniques: The implications for consumer regulations and the marketing profession (Thesis thesis). Cardiff Metropolitan University.
- ^ "Neuromarketing: Scan your brain, set your price". 60second Recap. 11 October 2013. Retrieved 27 April 2018.
- ^ a b Dragolea, L. (2011). "Neuromarketing – Between Influence and Manipulation". Polish Journal of Management Studies. 3
- ^ Bell, Vaughan (28 June 2015). "Marketing has discovered neuroscience, but the results are more glitter than gold". The Guardian.
- ^ "What Are Neuromarketing Research Tools?". 7 December 2018.
- ^ Scientific American review, The Neurology of the Soul, 13 February 2019
- ^ Broadway World review, The Neurology of the Soul, 16 February 2019
- PBS. Retrieved 12 June 2007.
- Meskauskas, Jim (15 July 2005) "Media Maze: Neuromarketing, Part I"
- Ford, Matt (5 October 2010) "How they make those adverts go straight to your head", CNN.
Further reading
- Lindström, Martin (2010). ISBN 9780385523899
- Renvoisé, Patrick; Morin, Christophe (2007). Neuromarketing: Understanding the "Buy Buttons" in Your Customer's Brain. Nashville: ISBN 9780785226802.
- Zaltman, Gerald (2003). How Customers Think: Essential Insights into the Mind of the Market. ISBN 9781578518265.
External links
- "Evolution and Memes: The human brain as a selective imitation device": article by Susan Blackmore.
- Susan Blackmore: Memes and "temes", TED Talks February 2008
- Suomala J, Palokangas L, Leminen S, Westerlund M, Heinonen J, Numminen J (December 2012). "Neuromarketing: Understanding Customers' Subconscious Responses to Marketing". Technology Innovation Management Review. 2 (12): 12–21. .