Consumer Behaviour

Question 1

What is Neuromarketing?

Answer 1

1. A way to measure brain activity and responses to a specific stimulus

Question 2

How do fMRI scans help neuromarketing?

Answer 2

1. Shows us which parts of the brain have more blood flow
2. Show people a marketing stimulus whilst having an fMRI which shows brain response

Question 3

How does Eye Tracking help neuromarketing?

Answer 3

1. Tracks consumers eye movements to when exposed to a stimulus
2. Shows which parts of the advert is most attracting

Question 4

How does Facial Coding help neuromarketing?

Answer 4

1. Electrodes are attatched to the facial muscles which link facial expressions and emotions
2. Detect small lines and eyebrow movements
3. Can track 43 different facial expressions

Question 5

What are the practical applications of neuromarketing?

Answer 5

1. It is used instead of a self report
2. Consumers are not always conscious of results
3. Activity in the reward area of the brain is correlated with sales

Question 6

Is it Cost Effective?

Answer 6

1. It’s a helpful tool for businesses
2. It allows for businesses to analyse consumers
3. Allows businesses to make decisions to suit the needs of the buyers

Question 7

How effective is it?

Answer 7

1. It’s not actually that effective
2. There are better methods

Question 8

Is it actually ethical?

Answer 8

1. No
2. It predicted and manipulates peoples behaviour