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Write Up Neuromarketing

Write Up Neuromarketing

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Published by Prashant

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Published by: Prashant on May 13, 2011
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05/13/2011

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Up
Of Contemporary IssueTOPIC-NEUROMARKETING
SUBMITTED TO-MS.KULJEET MINHASSUBMITTED BY- PRASHANT PRIADARSHIROLL NO-20Reg no-10803272
 
WHAT IS NEUROMARKETING?
 Neuromarketing is a new field of marketing that uses neuroscience, psychologyand other cognitive science techniques to study consumer responses to marketing stimuli.Some of the responses measured include eye tracking, heart rate, electroencephalography -EEG, functional magnetic resonance imaging - fMRI, galvonic skin responses and more.For example, neuromarketing research can tell a seller what a buyer really doeslike about a package. Does a sexy packaging really stimulate young men in the way it was planned? Neuromarketing research can help answer that. Neuromarketing research can tella seller if a potential buyer has increased brainwaves in areas of the brain the seller maywant to stimulate, such as the amygdala, an important brain structure heavily involved inhuman emotions.Many of the top companies in the world have already turned to neuromarketingresearch to gain an advantage in the advertising world. Much of the rush onneuromarketing occurred following an article published in the 2004 edition of Neuron.This study involved the “Pepsi Challenge.”During a taste test between Coca-Cola and Pepsi, 67 people had their brainsscanned. After studying results showing stronger responses in the brain’s ventromedial prefrontal cortex after tasting Pepsi, and the lateral prefrontal cortex and the hippocampusresponses after told they were drinking Coke, an interesting conclusion was drawn.What neuromarketing research showed is that the taste of Pepsi alone should haveallowed it to share about 50% of the market share, but it didn’t. People were choosingCoca-Cola based on their personal experiences with the Coca-Cola brand name. This couldallow Pepsi to divert money that would have gone into improving taste, into increasing the positive impression the Pepsi brand has on people
 
 
OLDER TECHNIQUES OF NEUROMARKETING:
Neuromarketing is an applied extension of neuroscience. The applicationof brain-scan technology to marketing, especially the use of fMRI, (functionalMagnetic Resonance Imaging) gave rise to the term. This helped researchersunderstand the use of this technology to understand what part of the brain performswhat functions and how this technology can be used for influencing peoplePupilometer  Neuromarketing is nothing but mapping people’s thinking process withdevices. In the late 1960’s researchers did this with pupilometers – devices thatmeasure spontaneous pupil dilation as an indicator of peoplesinterest while theywere looking at packages or print advertisements. Simultaneously people wereusing GSR (Galvanic Skin Response).Galvanic Skin Response – (GSR)

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/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->