NeuroMarketing

* Neuromarketing History from a Neuroscientist:




A brief history of neuroscience and the benefit of the EEG brainwave measurement methodology to various fields like neuroeconomics and cognitive psychology, and most recently to neuromarketing.


- Definition of NeuroMarketing:

Neuromarketing is a new field of marketing that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state (heart rate, respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.

Marketing analysts will use neuromarketing to better measure a consumer's preference, as the verbal response given to the question, "Do you like this product?" may not always be the true answer due to cognitive bias. This knowledge will help marketers create products and services designed more effectively and marketing campaigns focused more on the brain's response. This makes neuromarketing and its applied results potentially subliminal.

Neuromarketing will tell the marketer what the consumer reacts to, whether it was the color of the packaging, the sound the box makes when shaken, or the idea that they will have something their co-consumers do not.

The word "neuromarketing" was coined by Ale Smidts in 2002.

** Brain-Scan Testing of Political Ads:

NEW YORK (YouTube.com/AdAge) -- U.S. politicians and the marketing agencies that serve them are keenly interested in using neuromarketing techniques in their election advertising campaigns.


That's one of the points that comes out of the Martin Lindstrom's new Doubleday book, "Buy-ology.". The book is actually a report on the globe-trotting marketing consultant's three-year, multi-million dollar research project that exposed 2,000 consumers to branding materials while scanning their brains.

*** Neuromarketing: American Idol's Biggest Winners And Losers

 




Martin Lindstrom, neuro-marketing specialist and author of Buy-ology, names the American Idol sponsors getting the biggest bang for their marketing bucks.


explains whether those Coca Cola cups in front of the judges actually cause viewers to drink more Coke.