NEUROMARKETING

Question 1

NEUROmarketing

Answer 1

commercial use of psychophysiological and neuroscientific methods to better understand consumer responses to brands, products, or services.

Question 2

the triune brain

Answer 2

• Neocortex: rational, thinking
• Limbic brain: emotional, feeling
• reptilian: instinctual

Question 3

Parts of brain

Answer 3

Frontal lobe, parietal lobe, temporal lobe, occipital lobe

Question 4

localisation

Answer 4

certain areas of the brain are specialised for a specific function

Question 5

consequences of localisation

Answer 5

• Capacity limitations: each brain region can perform only a limited number of functions at once. Placing too much work on a particular brain region degrades its performance.
• Parallel processing: many regions accross the brain can be activated simultaneously.
  marketing implications: ads that are easier to understand and activate less parts of our brain

Question 6

Different nervous systems:

Answer 6

• Central nervous system (“First” Brain)
• Peripheral nervous system
• Enteric nervous system (“Second” brain)

Question 7

by measuring certain activities related to certain stimuli , we can use Brain as predictors

Answer 7

brain mechanisms - real-world outcomes

Question 8

EGG

Answer 8

Electroencephalogram (EEG) measures event-related potentials (ERP)
- Sensors measure electrical changes in the scalp

Advantages: high temporal resolution, low equipment costs, non-invasive method, can be portable.
Disadvantages: low spatial resolution.

Question 9

FMRI

Answer 9

Active brain regions consume oxygen and increase blood flow, which changes the magnetic field in that region. The magnetic field creates a blood oxygenation level dependent (BOLD) signal, which is measured by a HUGE magnet
Advantages: high spatial resolution, non-invasive.
Disadvantages: expensive, subjects must remain still, low temporal resolution.

Question 10

LOGIC OF NEUROSCIENCE

Answer 10

• Determine which brain areas are activated by certain types of processes (e.g., pleasure, disgust).
• Present stimuli of interest (e.g., products, brands), and see which brain areas become activated.
• Based on which brain areas become activated, infer how people perceive those stimuli. E.g., does the brand evoke pleasure or disgust?

Question 11

pepsi cola

Answer 11

In a blind taste test, people tend to prefer Pepsi over Coke.
When the colas are labelled, however, people choose Coke more often.

Coke and Pepsi brand names both strongly activate the hippocampus, which is involved in memory.
However, the Coke brand also activates an additional brain region (dlPFC).
The dlPFC is associated with emotional memory.

Question 12

CRITICAL FEATURES OF NEUROMARKETING

Answer 12

Discriminant Validity: Can neural activity predict an individual’s behavior better than self-reports?
Generalizability: Can neural activity in one small sample predict the behavior of a larger population?

Question 13

LIMITATIONS OF NEUROSCIENCE

Answer 13

• Many neuro methods are very costly
• Knowing where something happens in the brain may not be theoretically or practically informative
• Ethical concerns (?)