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RAMYA, India
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What is Neuromarketing? Definitions
I want to know what exactly is neuromarketing or neural marketing? And is it different from any other way of marketing?
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Himanshu Kumar Singh, India
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Neural Marketing or Neuromarketing The word 'neuromarketing' was coined by Ale Smidt in 2002. Neuromarketing is a new field of marketing in which marketers study the consumers' sensorimotor, cognitive & affective response to marketing stimuli with the help of technology like functional magnetic resonance imaging. It is used for measuring changes in activity in a part of brain and checking heartbeat, respiratory rate and galvanic skin response.
It can be more useful than a mere verbal answer to the question 'Do you like this product?'. Such answer will not always be the truth because of cognitive bias. Neuro marketing helps a marketer to understand the reaction of consumer, whether it is the color of packaging, the sound of box when shaken or an idea that he is having. Some things his co-consumers may not have. Marketers learn why a consumer takes a particular decision and which part of his brain is telling him to do this.
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Charles Gacheru Mwangi
Lecturer, Kenya
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How Neuromarketing Works Neuro-marketing is a new discipline that applies neuroscience in marketing. Neuromarketing uses methods such as fMRI, MEG, and EEG to capture information coming from the customer's nervous system. The customer who is the subject of the experiment is exposed to marketing elements such as packaging, advertising and price. The exposure is captured through the sensory organs and information is sent to and through the nervous system; which includes the brain. The brain interprets the information. The response of the brain is of interest to the marketers.
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Anonymous
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Why Neuromarketing. Reasons Collecting information on how the target market would respond to a product is the first step involved for organisations advertising a product. Traditional methods of marketing research use focus groups or considerable marketing research/surveys to evaluate features of the proposed product. Some of the conventional research techniques used in this type of study are the measurement of cardiac electrical activity (ECG) and electrical activity of the dermis (AED) of subjects.
But this still results in an incompatibility between market research findings and the actual behavior exhibited by the target market at the point of purchase. Human decision-making is both a conscious and non-conscious process in the brain, and while this method of research succeeded in gathering explicit (or conscious) emotions, it failed to gain the consumer's implicit (or unconscious) emotions. Non-conscious information has a large influence in the decision-making process.
A greater understanding of human cognition and behaviour has led to the integration of biological and social sciences: Neuromarketing, a recent method utilized to understand consumers.
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