Chapter 7

Question 1

Neuromarketing

Answer 1

Def: application of findings from neuroscience in market
Tries to understand + influence decision making process

Goal: identify what happens in our brain (black box)
Help decrease mistakes regarding marketing strategy + new products

GRÁFICO

Question 2

Explicit vs implicit system

Answer 2

Explicit system (pilot)

• Operates slowly, used for thinking
• Conscious process
• Controlled behavior and planning
• 5% - 30% of mental activity

Implicit system (automatic pilot)
  -Operates efficiently + unconscious
  -Spontaneous process
  -Fast identification of patterns
  -Sensory perceptions, learning processes, emotion, associations, 
    Intuitive decisions
  -70% - 95% of mental activity

*most decisions are made unconsciously by the implicit system

Question 3

Influence of implicit system

Answer 3

Priming Effect influences answer (what color doctors overall,snow? What do cows drink?) because implicit signals change our perception

Example: soup (Maggie) love, warm
Imprints lead to the basic frames of each product and so to the adequate frames for a brand

Brand knowledge and preference influence consumer decision
Example: brands operate implicitly (Coca cola vs Pepsi using MRT)
Finding: popular brands cause special reactions in the brain

Question 4

Measurement approaches

Answer 4

Brain imaging: use medical methods (MRT)
Observe activation of different parts of the brain
Brand knowledge leads to cortical relief + intuitive decision (framing effect)

Other direct measurements: measurement of skin resistance to eliminate nervousness (Eye-tracking)
Analyze eye movement and provide data allowing discovery of patterns

Implicit methods: Neuro-psychological approach
Need more time to allocate words (in 2nd case) because we have an automatic connection between woman + housekeeping

Question 5

Brand positioning

Answer 5

Use implicit codes to our advantage
-Codes noticed by the implicit system + build associations in the subconscious: Language Stories Symbols Senses

Successful combination of code categories has strongest effect = multi sensory enhancement
(When ads achieve combination -> keep pattern)

*customers are not able to articulate emotions
Neuromarketing can’t tell what a person thinks + predict decisions