Neuromarketing Flashcards
What is neuromarketing?
Neuromarketing is a set of techniques that seek to directly measure our biological/emotional response to marketing stimuli often by analysing physical responses - often, but not always, brain waves
It usually focuses on several aspects of user engagement: attention, memory retention, emotional engagement, reward/pleasure
Examples of neuromarketing?
Eye-tracking (physiological)
EEG Recording (neurological) - electroencephalographic recording - allows us to know which part(s) of the brain are most active
fMRI Recording (neurological) - functional magnetic resonance imaging - measures blood changes - when an area of the brain is in use, blood flow to that region also increases
Advantages of eye-tracking?
Can capture in real time and second by second
Easy to use and non-invasive
Relatively inexpensive; can be used in a naturalistic setting
Disadvantages of eye-tracking?
What is the relationship between where someone is looking and what their intended or actual consumer behaviour might be?
Advantages of EEG recording?
Can capture in real time and second by second
Easy to use and non-invasive
Relatively inexpensive; can be used in a naturalistic setting
Disadvantages of EEG recording?
Relatively poor spatial localisation
Not 3D
Advantages of fMRI recording?
Excellent spatial resolution
3D recording
Disadvantages of fMRI recording?
Relatively poor temporal resolution
Expensive to use
Difficult to use in a naturalistic setting
Summary of neuromarketing
Traditional consumer market research is not 100% reliable. What consumers say is often different to what they do. Consumers often don’t know why they make decisions, although it would be wrong to say it doesn’t work at all.
Ethical issues with neuromarketing
Neuromarketing will give brands super effective means to surreptitiously “push the buy button” in a customer’s mind (Conick, 2018)
However, they avoid testing anyone under 18 to prevent the purchase of alcohol and cigarettes
Using your studies to create powerful ads is not the same as promoting a product or service that is good for the consumer (Conick, 2018) - see Apple’s 1984 advert
Why neuromarketing isn’t wrong (ethical)
Every form of marketing is a way of influencing your subconscious. Priming (recognising previously exposed information through our subconscious) is present everywhere and is defined by small details. Neuromarketing explains an effect like priming work and connecting consumers becomes easier for both the marketer and the consumer (Odekerken, 2018)
