Neuromarketing

Question 1

What is neuromarketing?

Answer 1

The application of neuroscientific methods to analyse and understand human behaviour in relation to markets and marketing exchanges

Question 2

What are the methods used in neuromarketing research?

Answer 2

> Surveys and questionnaires

> Focus groups

Question 3

What are the processes involved in the dual process theories of decision making?

Answer 3

> Heuristic process

> Analytic process

Question 4

What are the features of the heuristic process in the dual process theories of decision making?

Answer 4

> Fast
> Automatic
> Effortless
> Evolutionary
> Based on emotion

Question 5

What are the features of the analytic process in the dual process theories of decision making?

Answer 5

> Slow
> Controlled
> Cognitively demanding
> Recently evolved
> Conscious decision making

Question 6

What drives the heuristic process in the dual process theories of decision making?

Answer 6

> Reward approach system (mesolimbic pathway)

> Loss/pain avoidance system (insula)

Question 7

What did Schafer (2005) find?

Answer 7

> EEG in response to ads, tested recall later

> Ads which triggered rapid increase in left frontal lobe activation were remembered best

Question 8

What did Britt (2004) find?

Answer 8

> fMRI
Activation in the nucleus accumbens related to self-reward
Increased release of dopamine and endogenous opiates related to lust and pleasure

Question 9

How do auditory and visual stimuli associated with famous people boost sales?

Answer 9

> Increased dopamine and phenylethylamine on viewing familiar celebrities
Increased levels linked to with positive emotional states
Increases trust in associated promotional messages