Neuromarketing

1958 Words4 Pages
bulb-icon

Recommended: neuromarketing and consumer behavior

Neuromarketing: Science colliding with business

In today’s world the chip aisle, like virtually all other opportunities for consumerism in the United States, is obnoxiously overwhelming due to the seemingly thousands of brand names and flavors all claiming to be the best. A woman wandering the snack section of the grocery store is choosing between two brands that manufacture the same chip flavor. After much deliberation, she may be able to articulate which type of chip she prefers and is going to purchase, but does she know why?
Neuromarketing is the up and coming field of advertisement that applies neuroscience to marketing strategies. Although a young field, neuromarketing presents a more accurate attempt to better gage customer preference and overall enhance marketing research and improve marketing results (p. 25, Brainwashed, Satel). With increased emergence of information about the brain in modern times, neuroscience finally allows for a closer inspection of the neurological reasons explaining consumption on a behavioral level. This “neural perspective”(p. 73, Zurawicki), informs advertising agencies of their customers’ truest emotional needs, and hope to gain a trusting and content clientele. Marketing is becoming more strategic, wholistic and business-savy with the inclusion of a neuroscience component.
Neuromarketing has been proven to function as a more fruitful way to advertise and has immense potential as neuroscientific research only furthers. Many world leading corporations such as Walt Disney, Google, Frito-Lay, Chevron, Microsoft, Yahoo, and Hyundai have employed neuromarketers and devised neuromarketing boards to enrich their companies’ efficiency. The establishment in 2012 of the Neuromarketing Science and B...

... middle of paper ...

...ontinues on its natural path of evolution, fields such as marketing must recognize the importance of keeping modernized with newly released scientific information to better conduct their own work. Marketers must embrace the scientifically proven “biology of desire and decision making” (p. 47, Satel & Lilienfeld, 2013) that indicates the whys of consumer behavior, and apply this material to their own business enterprises. Although some believe neuromarketing to be dangerous and have the indirect affect of influencing the public too strongly, neuromarketing merely serves as a reliable source to create wanted products. Marketing agencies that adopt neuromarketing techniques benefit not only by using empirical evidence to create effective goods and services, but by also remaining on the upper cusp of society through maintaining a relationship with cutting-edge science.

Show More
Related

  • Ketchup Conundrum Malcolm Gladwell Analysis

    462 Words  | 1 Pages

    Today’s society is full of products that have numerous varieties. But, little do customers know about the time before when there was one type of each product. In Malcolm Gladwell’s “Ketchup Conundrum” article, he offers many different situations providing an explanation on how some products came to be, and how some name brands made their way into the business world. Consumers are lucky today that there is almost any variety of product to fit their wants or needs.

    Read More

  • GEICO Insurance Sales Promotion Analysis

    1447 Words  | 3 Pages

    ...s, B. M., and W. Stroebe. (2010) “Setting the stage.” The Psychology of Advertising. East Sussex: Psychology, Print.

    Read More

  • Comparing the Dystopian Society in Brave New World and Modern Society

    1458 Words  | 3 Pages

    There is a reason why people are always happy in the world of commercials. By associating positive feelings with the product, the advertisers hope to use classical conditioning to seduce customers.... ... middle of paper ... ... Works Cited Huxley, Aldous. A. & Co.

    Read More

  • Analysis of Film The Ad and the Ego

    347 Words  | 1 Pages

    Scholars point out that advertising's constant stream of messages forms the neural network of a

    Read More

  • The Impact Gatorade Commercial have on Athletes

    876 Words  | 2 Pages

    Cueva, Maya. "This Is Your Brain On Ads: An Internal 'Battle'" NPR. NPR, 14 June 2011. Web. 24 Mar. 2014.

    Read More

  • Marketing Stacy's Pita Chips

    1709 Words  | 4 Pages

    Marketing is not just about selling and advertising products and services. In general, marketing is associated with identifying the particular wants and needs of a target market of customers, and then working to satisfy those customers better than the competition. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution or place (Bethel, 2007). Understanding ways to identify the target market is crucial in developing market strategy. This paper is intended to define target marketing and examine a market analysis of Stacy's Pita Chip Company.

    Read More

  • History Of Costume Jewelry

    1026 Words  | 3 Pages

    It was during this time when critics, fueled by Cold war era paranoia, claimed that “mind control techniques” were being used to persuade the public into spending. (History: 1950s) In reality, this was because of the use of motivational research. Using psychology, this allowed advertisers to appeal to their consumer’s desires for acceptance, security, sex, and success. By analyzing buying habits and people’s attitudes towards products, advertisers could gauge which ads were more successful based on brand association, color, and packaging. Advertising research has confirmed that ads “emphasizing the aroma, taste, or texture of a food product […] establish their product as the relevant one for the consumer making a choice.” (Marchand xx) By using similar techniques on non-food items, those products become associated with the primal reactions of taste and

    Read More

  • Four Eras Of The Marketing Revolution

    1787 Words  | 4 Pages

    Marketing is not a static construct, but it grows and develops over time to become what is known as marketing today. “The marketing revolution divides neatly into four separate eras’, eras’ which parallel rather closely the classic pattern of development in the marketing revolution.” (Keith, 1960). The first of these 4 eras was until the 1930’s and was production and profit orientated, and are considered to be outdated. During this era “the new product decision was product oriented not marketing orientated.” (Keith, 1960). “The second era was a sales oriented era, whereby marketing was seen as a series of activities designed to produce profit through ascertaining, creating, stimulating, and satisfying the needs/wants of a selected segment of the market.” (Eldridge, 1970, p. 4). The 3rd and 4th eras are a representation of what

    Read More

  • Chocolate Chip Cookie report

    794 Words  | 2 Pages

    As everyone knows in order to be the best cookie, the cookie has to have amazing flavor. I asked my family members to volunteer and taste test each brand of cookies and rate them on a scale from one to three for their flavor. My family members ate each cookie and checked off which brand they preferred. The results show the brand of cookie with the best flavor was Keebler’s Original Soft Batch. Taste testers enjoyed the rich and smooth chocolate in the cookie. The cookie with the second best flavor was Chips Ahoy! brand cookies. Taste testers liked this cookies similarity to cookie dough, but did not enjoy the flavor as much as Keebler’s Original Soft Batch. The cookie with the worst flavor was the Cub Foods brand cookies because their taste was fake and stale. After looking at these results I found Americans prefer the flavor of Keebler’s Original Soft Batch cookies to have the best taste.

    Read More

  • The Subconscious Mind: Sigmund Freud

    717 Words  | 2 Pages

    Sensory branding affects the brain by engaging the sensory organs (taste, smell, sight, sound and touch). Brands can’t impart an an aroma via a television or newspaper. In fact, the unique aroma, texture and sound has very little to do with the performance of the product. However, these factors play a great role by the communication between consumer and product. The sensory stimulation not only attracts consumer decisions but also helps distinguish a product from others. These get linked in our memory and finally get a part of our choice.

    Read More

  • Analysis of McDonald’s Corporation Advertising

    1431 Words  | 3 Pages

    Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.

    Read More

  • The Importance Of Pop Culture

    882 Words  | 2 Pages

    These emotions as we know it can be easily be attach themselves to the human experience in theirs likes and dislikes. “In effect, advertisers over the years have blindly felt their way around the underside of the American psyche, and by trial and error have discovered the softest points of entree, the places where their messages have the greatest likelihood of getting by consumers ' defenses (Petracca and Sorapure 46).” Each day marketers discover ways in how they can get into people’s emotions in order for them to buy their products. That is why marketers already have invested over 8 billion dollars in 2006 in a new research called neuromarketing. This new research sounds very encouraging to foretell in how consumers are going to use their money (Petracca and Sorapure 110).” These researches and their new discoveries is a breakthrough in the marketing world that will change our future ideology in how we buy products and

    Read More

  • A Career In Marketing

    1640 Words  | 4 Pages

    Marketing professionals create, manage and/or enhance brands in order to create or bolster demand for the product. A successful marketing plan will help assure that consumers look beyond just the price or function of a product when making a purchasing decision, in part, a well planned marketing effort will create a “feel good” association about the product the consumer is about to purchase (Petty) A key part of a career in marketing is to understand the needs, preferences, and constraints that define the target group of consumers or the market niche corresponding to the brand. This is done by market research. This is accomplished through market research, essentially using survey techniques, statistics, psychology and social understanding to help gather information on what consumers want and/or need, and then designing products, or services, to hopefully meet ...

    Read More

  • Advertising: The Influence Of Advertising

    1451 Words  | 3 Pages

    Goodman (1997) asserts the average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. At this rate, teenagers are exposed to a vast range of advertisements that create awareness and knowledge of products and services in the market. Moreover, the objective of advertisements is to increase sales and grow profits. Though advertisers are not psychologists, they are aware of strategic techniques that will cause teenagers to be convinced to buy their product. For instance, the method of using product placement and celebrity endorsement is common, and in spite of this, advertisements tend to be more memorable namely due to popularity. According to the traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement, the brand; which in turn leads to attitudes, i.e. Product liking and attitude toward purchase; which in the end leads to behaviors, like buying the advertised product

    Read More

  • Case Study Of Mustela

    1246 Words  | 3 Pages

    Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach

    Read More

More about Neuromarketing

Open Document