NEUROMARKETING

ST.
XAVIER’S
COLLEGE(AUTONOMOUS),
KOLKATA
NEUROMARKETING:
THE FUTURE OF
MARKETING.
A PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT
OF THE REQUIREMENT FOR THE AWARD OF DEGREE OF
BACHELOR’S OF COMMERCE. (HONOURS)
IN
MARKETING SPECIALISATION
BY
TUSHAR DUTT
APRIL 2019
COLLEGE ROLL NO: 968
UNDER THE SUPERVISION OF: PROF. APARAJITA
HEMBROM.
REGISTERATION NO: A01-1112-1824-16
NEUROMARKETING: THE FUTURE OF MARKETING.
ANNEXURE-III
Student’s Declaration
I hereby declare that the project work with the title
NEUROMARKETING: MARKETING OF THE FUTURE
Submitted by me for the partial fulfilment of the degree of

B.com(Honours) in Marketing Management at St.Xavier’s
College (Autonomous) is my original work and has not been
submitted earlier to any other institution for the fulfilment
of the requirement for any course of study.
I also declare that no chapter of this manuscript in whole or

in part has been incorporated in this report from any earlier
work done by others or by me. However, extracts of any
literature which has been used for this report has been duly
acknowledged providing details of such literature in the
references.
Signature:
Name:
Address:
Room No:
Roll No:
Place:
Date:
2
ACKNOWLEDGEMENTS
I would like to express my heartfelt gratitude to the people
who have been a part of this project since it’s inception.
Writing this project has been one of the most significant
academic challenges I have faced and it would not have
been possible without the support and guidance of the
people involved.
I would like to thank St.Xavier’s College for providing me

this golden opportunity to carry out the following research
work. I would also like to thank my Prof. Aparajita
Hembrom for her constant support and suggestions to go
about with workings and researches of my project. Without
her insight and support, this project would not have been
possible.
Towards the end, I would like to thank my respondents

who helped me with their inputs.
Finally, I thank my friends and family for their constant
support and motivation and all other who helped me in
collection of data and resource materials required for this
project.
3
EXECUTIVE SUMMARY OF
NEUROMARKETING
My project work is based on the study of

‘Neuromarketing: Marketing of the future.”
In modern day marketing, Neuromarketing is a term

we often barely hear. Neuromarketing uses the
concept of social psychology as well neuroscience to
study the brain as to how it reacts when different
situations such as buying decisions, advertisements
affect human behaviour as well as our thought
process.
The purpose of this project is to study the concept of

Neuromarketing. As well as to get an insight as to how
it works, what are the objectives, limitations,
advantages and what is the future that holds for
Neuromarketing as a whole.
The project also has a case study to further elucidate
the concept of Neuromarketing as a whole.
4
The theoretical framework is gathered from articles,

books, websites and previous researches. Thereafter,
the study primary research.
The Conclusion of the report, findings and

recommendations are given based on study of
secondary source as well as primary research.
5
LIST OF CONTENTS
SERIAL NO. TITLE PAGE NO.
CH-1 INTRODUCTION 9-15

1.1 EXAMPLES 11-13
1.2 ADVANTAGES 14
1.3 GOALS 15
CH-2 NATURE OF THE PROBLEM 16-17
CH-3 LITERATURE REVIEW 18-21
CH-4 OBJECTIVES OF THE STUDY 22

CH-5 RESEARCH METHODOLOGY 23-24
CH-6 ANALYSIS AND 25-47

INTERPRETATION
CH-7 FINDINGS 48-63
CH-8 LIMITATIONS 64
CH-9 CASE STUDY 65-69
CH-10 CONCLUSION 70-74
CH-11 BIBLIOGRAPHY 75
ANNEXURE QUESTIONNAIRE 76-78
6
LIST OF TABLES
1. METHODS OF 25-26
NEUROMARKETIN
G
2. EEG GRAPH 36
7
LIST OF FIGURES
1. GENDER RATIO 48
2. AGE GAP 49
3. Q.4 ANSWER 50
4. Q.1 ANSWER 51
5. Q.2 ANSWER 52
6. Q.3 ANSWER 53
7. Q.5 ANSWER 54
8. Q.6 ANSWER 55
9. Q.7 ANSWER 56
10. Q.8 ANSWER 57
11. Q. 9 ANSWER 58
12. Q.11 ANSWER 59
13. Q.12 ANSWER 60
14. Q. 13 ANSWER 61
8
CHAPTER 1:
INTRODUCTION
Neuromarketing is a new field of marketing which uses medical
technologies such as functional Magnetic Resonance Imaging
(fMRI) to study the brain’s responses to marketing stimuli.
Researchers use the fMRI to measure changes in activity in parts
of the brain and 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. This knowledge will help marketers create products and
services designed more effectively and marketing campaigns
focused more on the brain’s response.
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.
Neuromarketing is the application of neuroscience to marketing.

Neuromarketing includes the direct use of brain imaging,
scanning, or other brain activity measurement technology to
measure a subject’s response to specific
products, packaging, advertising, or other marketing elements.
In some cases, the brain responses measured by these
techniques may not be consciously perceived by the subject;
9
hence, this data may be more revealing than self-reporting on

surveys, in focus groups, etc.
10
1.1 Neuromarketing examples might include-
• Tracking eye movement to see which parts of a webpage

grab the user’s attention first
• Using EEG imaging of the brain to determine one’s emotional
response to an ad or product
• Determining which version of an ad generates the most brain
activity, as seen in an fMRI scan
The goal of neuromarketing is to better understand consumer

behavior by gaining insight into the reactions and decision-making
happening at the unconscious level. Since 90 percent of the
information that comes into the human brain is processed
unconsciously, neuroscience gives us valuable insight into
automatic human responses that influence consumer behavior.
By contrast, traditional marketing research methods involve
consumer surveys, focus groups and external observation to
gather data about what people think, feel and believe. These
traditional methods are better at revealing consciousdecision-
making processes.
Thanks to neuromarketing research, marketers no longer have to
rely as heavily on consumer self-reporting. For starters, it can be
difficult to get people to participate in surveys and focus groups.
And even when there’s a lot of feedback given, the results can be
biased or inaccurate. Neuromarketing bypasses conscious thinking
and identifies automatic reactions that tend to be universal across
the population.
On the other hand, because these findings are so generalized,
there is still a need for traditional research to understand a target
audience in greater detail. And even though consumers’ decisions
11
can be greatly influenced by their subconscious responses, what

they consciously think and feel still matters – a lot.
Neuromarketing can be used to help your marketing messages

appeal to human beings as a whole, while traditional methods
help you hone your message for a specific audience.
You will still need to do plenty of trial and error to see what
actually works for your target audience, in your market, with your
products. Sorry, neuromarketing is not a magic bullet. Honing in
on an optimized marketing strategy will always involve work.
12
13
Advantages of
1.2
Neuromarketing
The biggest advantage of neuromarketing is that it can fill in the

gaps left by traditional marketing methods, because
neuromarketing provides insight into situations where consumers
say they want one thing, but then act (i.e., buy) in a different way.
Neuromarketing has an advantage because it:
• Does not rely on consumers to willingly and accurately report
emotions,
• Can closely tie physiological reactions to specific parts of an
ad or message, and
• Provides insight into automatic responses that take place at
the subconscious level.
14
Goals of
1.3
Neuromarketing
• Researcher 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.
• Neuromarketing will tell the researcher what the consumer
reacts to, whether it was the colour of the packaging, the
sound the box makes when shaken, or the idea that they will
have something their co-consumers do not.
15
16
CHAPTER 2: WHY WE
NEED
NEUROMARKETING?
[NATURE OF THE
PROBLEM.]
• A key point to remember is that people are naturally

contradictory in nature. Human beings often say one thing
and do another, and think one way and feel the opposite at
the same time. We also may hold one view consciously while
subconsciously believing something else.
• This doesn’t mean that all people are hypocrites. It’s just that
humans are complicated creatures with many competing
desires, who live in a world where we’re constantly being
sent conflicting essages. In fact, one of the biggest
opportunities for marketers is to help relieve this internal
conflict – either by guiding people through their options so
they can make a clear decision, or by providing a new option
that allows them to have their cake and eat it too.
• Although all the stimuli humans encounter are filtered
through the unconscious processing system first, the
conscious decision-making process is also important.
Traditional marketing researchhas given us plenty of valuable
insight into why people make the buying decisions they do –
or at least why they think they make them.
17
• So while it may be tempting to get caught up in a debate over

which type of research gives us better data – traditional or
neuromarketing – savvy marketers would be wise to utilize
both, because each method measures different factors and
gives us different information, all of which is valuable to
some degree.
18
CHAPTER 3 : LITERATURE
REVIEW
#1
The issue of the effects of neuromarketing for companies
and society is important since it is assumed that there is
potential to discover implicit and automatic processes
which determine the decision making process, and that it
will reveal secret information about consumer behavior
which was not obtainable by the traditional marketing
methods (Hubert, & Kenning, 2008; Tusche, Bode, &
Haynes, 2010; Ariely, & Berns, 2010; Senior, & Lee, 2008).
Although there are also critical arguments against
neuromarkertings‘ intervention into the privacy of
customers, it is expected that with this method, more
effective customer segmentation can be carried out, which
in turn leads to improved marketing of products by
considering individual product and brand preferences as
well as consumer behavior in general (Venkatraman,
Clithero, Fitzsimons, & Huettel, 2012).
Source: Harvard Business Review Article.
19
20
#2
Is The Product Next To You, Losing You Sales?

As an advertiser or retailer, you know emotion is a very
popular marketing tool. People follow their emotions when
making decisions. Which means that emotions influence
evaluations of your advertisement, brands or products. It
has now been shown that emotional stimuli not only
influence the brands they are actually linked to, but these
contagion effects can actually extend to brands presented
nearby.
So as an advertiser or retailer, think about emotions evoked
by the TV-show your advertisement is connected to or
about the products you place close to each other in your
store. Anything presented near your advertisements or
product can potentially impact the evaluation of your
brand. Try to gain as much control over the placement as
you can and use this knowledge to your advantage.
Hasford J.,Hardesty, D.M. & Kidwell, B. (2015). More Than a
Feeling: Emotional Contagion Effects in Persuasive
Communication.
#3
21
Many different marketing approaches have

been developed since the onset of marketing
activities. Within historical contexts, the
changes in these marketing approaches have
proceeded in parallel with developments in
political, social, cultural, economic, and
technological fields. From this perspective, the
second half of the 20th century was especially a
period in which businesses utilised globalisation
and high budget marketing strategies.
Professional marketing teams have developed a
variety of techniques and methods to conquer
the hearts and minds of customers. With the
great contribution of marketing, brands have
started to play important roles in the lives of
their customers.
In this process, as a result of the

interdisciplinary study of neuroscience and
psychology, marketing had first impacted
neuroeconomy and behavioural finance studies.
The use of studies of neuroimaging techniques
that research consumers’ purchase decisions
bred the neuromarketing approach. What
discriminates neuromarketing from the previous
marketing studies and makes it significant is
the discovery that consumers, while making
purchasing decisions, do not decide rationally
but do so out of unconscious mechanisms.
22
These discoveries had shown that in addition to

marketing and the product, price, place, and
promotion, which are the components of
marketing, it has become a necessity to look at
previously known approaches to marketing
communication, brand management, and
specifically advertising from a different
perspective.
SOURCE: Contextual Approaches in Communication.
23
CHAPTER 4: OBJECTIVES
OF THE STUDY
In the present study, I have similarly defined my objectives

which are closely knitted to the major research problem.
The general objectives have been stated below-
1)To study the concept of neuromarketing.
2)To analyse the differences between neuromarketing
and traditional marketing.
3)How neuromarketing is carried out.
4)Scope of neuroomarketing in the years to come IN
DIFFERENT FIELDS.
24
25
CHAPTER 5 :
RESEARCH
METHODOLOGY
1)Data observed or collected directly from first hand
experience is known as primary data. In this project,
most of the data has been collected with the help of a
structured questionnaire.
2)Secondary data has been collected using scholarly

articles, journals and reviews.
Hence, both primary and secondary data has been used to
collect the relevant information needed for this project.
26
27
CHAPTER:6 ANALYSIS AND

INTERPRETATION OF
NEUROMARKETING
Neuromarketing requires specialized equipment and skills that are beyond the reach of most
companies themselves. When executives are looking to engage one of the many suppliers of
neuromarketing services, they should understand the most important features and differentiators
of the techniques available.
fMRI EEG Eye Eye Biometri Facial
(function (electro- tracking: tracking: cs coding
al encephal gaze pupilome
magnetic ogram) try
resonanc
e
imaging)
How detects records detects measures measures identifies
it blood flow electrical exactly whether skin facial
work in the signals on where subjects’ conductan expressio
s brain the scalp subjects pupils are ce, heart ns
associated from direct dilated rate, and
with neurons their gaze respiratio
increased inside the n
neural brain
activity
What  detai  level  what  level  level  gene
it led of grab of of ral
revea emot enga s enga enga emot
ls ional gem their gem gem ional
about resp ent atte ent ent resp
cons onse  recal ntio  whet onse
umer s l n her :
s  level  what their happ
of conf resp iness
enga uses onse ,
gem the is surpr
ent m positi ise,
 recal  spee ve or fear,
l d of nega and
reco tive so
28
gniti on
on
Uses  set  impr  improve  improve ad

prici ove website design, content
ng ads ads, and
 impr and packaging
ove bran
bran ding
ding
Pros  most  more  relatively  best  relati

and expe expe inexpensive used vely
cons nsive nsive and easy to in inex
and and administer conju pensi
invas invas  best used in nctio ve
ive ive conjunction n
meth than with biometrics with
od man  does not other
 less y measure meth
detai other emotions ods,
led meth such
than ods as
EEG  not eye
but as track
consi preci ing
dere se as
d the fMRI,
gold but
stan can
dard mea
for sure
mea chan
surin ges
g over
speci small
fic er
emot incre
ions ment
 must s of
be time
perfo
rmed
29
in a
lab
Table 1: Methods of carrying out Neuromarketing.

Measuring Physiological Signals
These advances notwithstanding, neuromarketers have been

quicker to embrace less costly tools, such as eye tracking and
facial coding. For example, Nielsen, one of the leading
consultancies in a crowded field, says it uses eye tracking to help
brands ensure that customers’ attention is focused at the right
moments and on the right things (a logo when it appears, for
example), and facial coding to help ensure that an ad actually
triggers the response it was designed to elicit (though Nielsen
rarely uses any of its tools in isolation).
Indeed, the insights that physiological tools typically offer—

whether, given a certain stimulus such as an ad, someone is
feeling a strong emotion, is paying attention, and remembers the
content—are particularly useful for designing advertisements.
“Nothing is more important for advertising effectiveness than
good creative,” says Horst Stipp, of the Advertising Research
Foundation. “And there’s clear evidence that neuroscience-based
marketing research methods can indeed make advertising more
effective.”
Many academics, however, prefer brain scanning to physiological

proxies for their research. “My general view is that the further you
get from the actual brain, the worse your measurements will be,”
says Knutson. Nonetheless, physiological measuring techniques
will most likely remain popular in industry, because they have
been around longer, are less expensive, require less technical
30
expertise to administer, and can easily be paired with more-

traditional marketing research tools, such as surveys, focus
groups, and so-called implicit association measures (for example,
the time it takes to respond after being asked a question).
The Neuro Sell
So should companies invest in neuromarketing—whether through

brain scans or cheaper techniques? Some already have: NBC and
TimeWarner have operated neuromarketing units for years;
technology companies such as Microsoft, Google, and Facebook
have recently formed units. Karmarkar says that in-house
neurocapability is still out of reach for most organizations simply
because of the expense but that smaller companies can look to
partner with specialist consulting firms.
However, she and other experts warn that the field is plagued by
vendors who oversell what neuromarketing can deliver. “There’s
still a lot of snake oil out there,” Cerf says, adding that he has
been approached by more than 50 companies with a
“neuroscience offering” looking for his endorsement. “I only found
six that meet a basic standard I would consider helpful for
managers,” he says.
Industry groups are attempting to help marketers assess the value

of various neuromarketing methods. For example, in 2017 the
Advertising Research Foundation published a large-scale academic
examination of whether neuroscientific tools were better at
predicting market-level behavior than traditional techniques such
as focus groups and implicit association measures: Scientists at
Temple University and NYU tested traditional marketing studies
against a variety of “neuro” methods, including eye tracking, heart
rate, skin conductance, EEG, and fMRI. Subsequent analysis
31
showed that fMRI provided the most significant improvement in

predictive power over traditional methods but that other methods
were useful for improving ad creativity and effectiveness.
Neural manipulation may seem creepy, but
consumers are already being influenced.
Companies that are looking to partner with specialists to take
advantage of these tools should manage those engagements
carefully. To ensure quality input from neuromarketing
consultants, Karmarkar recommends hiring in-house
neuroscientists to oversee the work. Cerf says that a checklist can
help in achieving high quality: Are actual neuroscientists involved
in the study? Are any of the consultancy’s methods, data, or tools
published in peer-reviewed journals? Is the subject pool
representative (a question that is particularly important for global
brands)? Do the consultants have marketing expertise along with
scientific knowledge? Do they have a track record of success? And
can they prove that they will offer insights beyond what can be
gleaned through traditional methods?
Changing Minds
Traditionally, marketers are concerned with more than simply

measuring consumer preferences; they also try to change them.
Neuroscience researchers are beginning to probe whether the
brain can be used to influence purchases—an area of study that
generates excitement and also ethical concerns. Here are some
ways neuroscience might be used in the future to influence
consumer behavior:
 Better segmentation. Marketers want to know which

portions of a population are most open to their advertising
32
and branding efforts. This segmentation is traditionally

performed according to demographics (age and wealth, for
example) or psychographics (impulsivity). It may be more
fruitful to segment consumers by brain differences: A study
by neuroscientists at INSEAD found differences in the brains
of people who are easily influenced by marketing cues.
 Sleep nudging. Neuroscientists have learned that we are
susceptible to influence during windows in our sleep. A 2015
study found that exposing smokers to the smell of cigarettes
mixed with rotten eggs during “phase 2” (when the body
prepares for deep sleep) led to a reduction in smoking for
several days. Since then similar work has shown the ability to
increase preference for certain products or promote certain
behaviors.
 Hormone manipulation. Brain activity is influenced by
neuromodulators—brain hormones (such as testosterone,
cortisol, and oxytocin) and neurotransmitters (chemical
messengers) that allow brain cells to communicate with one
another. Researchers are currently investigating how
consumer behavior changes when these neuromodulators
are altered. In 2015 they found that dosing consumers with
testosterone increased their preference for luxury brands;
the researchers hypothesized that luxury goods represent
social markers and that testosterone makes people more
sensitive to status.
 Temporary neural inhibition. Transcranial magnetic
stimulation (TMS) machines use magnetic fields to stimulate
or depress nerve cells in the brain, temporarily “knocking
out” certain areas in much the way a brain injury does. In
2011 neuroscientists used TMS to repress activity in the
posterior medial prefrontal cortex—and found that doing so
33
reduced the degree to which people exhibited socially

conforming behavior. Moran Cerf has worked with
individuals whose fear and disgust were suppressed or
amplified to see whether they exhibited differences in their
response to things that might normally be frightening
(insects, say, or long-term disasters) and to learn what can be
done to make people more susceptible to messages
encouraging them to engage with those things—for example,
to eat food made from insects, which are a good source of
protein with low environmental impact.
“You cannot judge a book by it’s cover”
34
 lthough neural manipulation may strike some as creepy, even

dystopian, defenders point out that marketers already use
tactics to influence consumers without their knowledge. “If a
man sees an advertisement for a truck with a sexy woman
standing in front of it, he will be influenced by the extraneous
model, even if he doesn’t realize it,” says Michael Platt,
whose group recently organized a conference on
neuroethics. “We should engage people in law and consumer
protection to have these conversations. But I’m not terribly
alarmed at this point.” He and others point out that it’s
currently almost impossible to use neuroscientific tools
to physically manipulate people’s brains without their
consent.
 But other forms of manipulation are subtle. Cerf says his

biggest concern is a lack of transparency around what’s
happening in neuroscience labs at major companies,
particularly tech giants such as Facebook, Google, and
Amazon. Some companies are already under scrutiny for
running experiments without user consent—such as when
Facebook manipulated nearly 700,000 users’ mood states in
2012 by altering their newsfeeds without informing them.
“My concern is if these companies go rogue,” Cerf says.
“Already they are hiring neuroscientists from my and others’
labs, and yet I and others in academia have very little insight
into what they are working on. I’m only half joking when I tell
people that the moment a tech company introduces an EEG
to connect with their home-assistant device—that’s when we
should all panic.”
35
 Even as marketers grapple with the ethical ambiguity, several

start-ups in Silicon Valley are working to make brain imaging,
in particular, more nimble and less costly. “A portable,
affordable fMRI would be a total game changer,” Cerf says. In
the meantime, he and others say, the quest to understand
the minds of consumers continues at a rapid pace, and
marketers should at the least stay abreast of the basic
science. “I look at how far the science has come in the past
15 years, and I’m astonished,” Brian Knutson says. “We’ve
come so far, so fast. And I really do feel like we’re just
scratching the surface.”
36
Your brain runs the show. Think of the last time

you tried to solve a crossword puzzle or started
to learn a new language. Recall the last time you
woke up in the middle of a weird dream or
needed to find your way in a city you have never
been before.
As you think, dream, see, and sense, your brain
is constantly active, absorbing all information,
compacting and re-connecting existing data, and
integrating everything into a consistent
experience. For you, that experience constitutes
your reality.
Your brain is alive. Your brain shapes how you
see your environment, filters or highlights
objects and information most relevant to you. It
creates its own stories based on your thoughts,
37
emotions, desires and experiences, ultimately

driving your behaviour
38
Electroencephalography, or EEG, is the physiological

method of choice to record the electrical activity
generated by the brain via electrodes placed on
the scalp surface. For faster application,
electrodes are mounted in elastic caps similar to
bathing caps, ensuring that the data can be
collected from identical scalp positions across
all respondents.
Despite its somewhat daunting name (and
pronunciation), grasping the essentials of
electroencephalography is surprisingly simple:
EEG measures electrical activity generated by
the synchronized activity of thousands of
neurons (in volts)
provides excellent time resolution, allowing you
to detect activity within cortical areas -even
at sub-second timescales
As the voltage fluctuations measured at the
electrodes are very small, the recorded data is
digitized and sent to an amplifier. The amplified
data can then be displayed as a sequence of
voltage values.
Price differences in EEG systems are typically
due to the number of electrodes, the quality of
the digitization, the quality of the amplifier, and
the number of snapshots the device can take per
second (this is the sampling rate in Hz).
EEG is one of the fastest imaging techniques
available as it often has a high sampling rate.
39
One hundred years ago the time course of an

EEG was plotted on paper. Current systems
digitally display the data as a continuous flow of
voltages on a screen.
Table:2 – AN EEG GRAPH
How can EEG data be

interpreted?
As EEG monitors the time course of electrical
activity generated by the brain, you can interpret
which areas of the cortex are responsible for
processing information at a given time:
Occipital cortex
This part of the brain is primarily responsible for
processing visual information. EEG experiments
with visual stimuli (videos, images) often focus
40
on effects in occipital regions.

Parietal cortex
Parietal cortex is primarily responsible for motor
functions and is active during self-referential
tasks – when we are encountering objects or
information that is important to us, for example.
Temporal cortex
Temporal cortex has lateral aspects which are
responsible for language processing and speech
production. Medial (inner) regions are more
active during spatial navigation.
Frontal cortex
The frontal part of the human brain is enlarged
compared to most other mammals. Basically, the
frontal cortex is all. Executive function: it helps
us maintain control, plan for the future, and
monitor our behavior. Apart from the regional
characteristics of where certain electrical
activity originates, you can also analyze which
frequencies primarily drive the ongoing activity.
41
Whenever your brain is in a certain state, the

frequency
patterns change, giving insight into cognitive
processes.
• Delta (1 – 4 Hz) – in sleep labs, delta waves are
examined to assess the depth of sleep. The
stronger the delta rhythm, the deeper the
sleep. Increased delta power (an increased
quantity of delta wave recordings) has also
been found to be associated with increased
concentration on internal working memory
tasks.
42
•
•
• Theta (4 – 7 Hz) – theta is associated with a
wide range of cognitive processing such as
memory encoding and retrieval as well as
cognitive workload.
• Whenever we’re confronted with difficult tasks
(counting backwards from 100 in steps of 7,
or when recalling the way home from work,
for example), theta waves become more
prominent. Theta is also associated with
increased fatigue levels.
•
• Alpha (7 – 12 Hz) – whenever we close our eyes
43
and bring ourselves into a calm state, alpha

waves take over. Alpha levels are increased
when in a state of relaxed wakefulness.
Biofeedback training often uses alpha waves
to monitor relaxation. They are also linked to
inhibition and attention [4].
•
• Beta (12 – 30 Hz)- over motor regions, beta
frequencies become stronger as we plan or
execute movements of any body part.
Interestingly, this increase in beta is also
noticeable as we observe bodily movements
of other people. Our brain seemingly mimics
their limb movements, indicating that there is
an intricate “mirror neuron system” in our
brain which is potentially coordinated by
beta frequencies.
44
•
• Gamma (>30 Hz, typically 40 Hz) – Some
researchers argue that gamma reflects
attentive focusing and serves as carrier
frequency to facilitate data exchange
between brain regions [7]. Others associate
gamma with rapid eye movements, so-called
micro-saccades, which are considered
integral parts for sensory processing and
information uptake [8].
Analyzing EEG data can get quite challenging.

Signal processing, artifact detection and
attenuation, feature extraction, and computation
45
of mental metrics such as workload,

engagement, drowsiness, or alertness all require
a certain level of expertise and experience to
properly identify and extract valuable
information from the collected data.
THIS IS HOW AN EEG WORKS.
46
HOW DOES AN FMRI WORK?
The above picture shows an image of the brain done via an FMRI
scan.
Functional magnetic resonance imaging (fMRI) measures the small

changes in blood flow that occur with brain activity. It may be
used to examine the brain's functional anatomy, (determine which
parts of the brain are handling critical functions), evaluate the
effects of stroke or other disease, or to guide brain treatment.
47
fMRI may detect abnormalities within the brain that cannot be

found with other imaging techniques.
48
Despite its popularity in academic settings, functional magnetic

resonance imaging (fMRI) machines are rarely used as a marketing
tool in the corporate world. When we surveyed 64 individuals
from neuromarketing firms, only 31% reported ever using fMRI
machines — and, of course, only a minority of companies engage
such firms in the first place. This stands in stark contrast to results
from a survey of 59 consumer neuroscience researchers in
business schools; 71% reported using, or having used,
the neuroimaging technique.
Why the gap? Academic researchers are often attracted to fMRI

for its comprehensive ability to investigate a range of neural
activity across the entire brain. But for a CMO weighing costs
against immediate benefits, the cost of an fMRI-based study might
seem prohibitive. fMRI studies depend on access to specialized
equipment most commonly found in medical or university
settings, and the scanners require significant training to operate.
Analyzing the resulting data also takes expertise and time. What’s
more, despite being at least three times more expensive than
traditional methods, there has been scant evidence that fMRI
reveals anything beyond what could be learned by just asking
people for their opinions, making the technique hard to justify in a
commercial setting.
We believe that may be about to change.
A number of recent studies suggest that neural data recorded

from relatively small groups of people (<30) can not only predict
market-level behavior, but can predict it better than traditional
marketing tools. Data from fMRI scans has been shown to
outperform behavioral data in predicting market-level music sales,
49
charity donations, and even the relative persuasiveness of anti-

smoking ad campaigns.
A critical demonstration of this ability arose from a massive

collaboration between the Advertising Research Foundation (ARF),
the Center for Neural Decision-Making at Temple University, and
several members of the marketing department at NYU-Stern. In
the multi-stage study, consumers of various ages watched 37 real
television ads from six different companies, spanning 15 brands in
the lab. The researchers compared commonly used behavioral
marketing research methods with a raft of neuromarketing
techniques including eye-tracking, which reveals what captures
people’s attention, facial emotion coding, which measures
people’s ongoing emotional responses in real-time, biometrics
such as heart rate, and neural measurements using
electroencephalography (EEG) and fMRI. The goal was to see
which source of data could most accurately predict the effect of
advertising on sales, specifically the percentage change in sales
due to a 1% change in advertising effort.
Perhaps not surprisingly, traditional measures were an excellent

predictor of how effective an ad would be. The novelty in this
work was the ability to benchmark whether other methods could
make a significant contribution beyond what the traditional
measures could accomplish. And indeed, their analyses
demonstrated that fMRI data was a uniquely valuable additional
predictor of real world outcomes; it outperformed all the other
methods.
What should make such results particularly exciting to marketers

is the suggestion that only a very small number of people might be
needed to predict how a large customer base will respond. If you
50
knew that the brain patterns of only 30 people could predict the
spending decisions of hundreds of thousands or even millions,
than even an expensive study could well pay for itself many times
over, especially in situations where large budgets are at stake.
The marketing study reinforced an already robust academic

literature of novel fMRI-generated consumer insights. Indeed, one
of the most well-known consumer neuroscience studies used fMRI
to demonstrate how price can create a “marketing placebo
effect.” In that research, neural data revealed that showing a
higher price tag while people were tasting identical wines did
actually make the wine taste better – by changing the actual
neural signature of the taste.
In another academic study, fMRI revealed that the timing of when

consumers see a price may entirely change the way they buy.
When price came first, the neural data suggested that the decision
question shifted from “do I like this?” to “is this worth it?” This
allowed the investigators to predict specific types of purchases
that would benefit from seeing prices early on.
All this exciting new research points to an important role for fMRI
in marketing practice. It seems plausible that in the product
design phase, fMRI may help identify which of several options has
the strongest customer appeal. Similarly, in planning promotional
campaigns, such as movie trailers or various forms of advertising,
fMRI data may help identify the most effective messages. More
broadly, as illustrated by the pricing findings, it can be used to
better understand how marketing actions change people’s
preferences and experiences, consciously or subconsciously.
Companies should consider using fMRI in situations in which
51
consumers are unlikely to say what they think, because they can’t
or they won’t.
We don’t think that buying an fMRI scanner should be a serious

option for most companies. But a company looking to adopt the
technology can develop in-house expertise by hiring people who
can conduct neuroimaging studies themselves, identify
opportunities for the use of fMRI, and interpret the resulting data.
In addition, several neuromarketing firms offer fMRI services,
though some are more rigorous than others. We suggest that
marketers only partner with firms that employ research scientists
with significant training in the methodology, or have publicly
named board members who carry scientific credentials. The firm
should offer specific benchmarks and outcome metrics, be willing
to discuss not only the benefits but also the limitations of the
prospective findings, and be able to justify the use of fMRI over
other, less-expensive neuromarketing techniques. (Editors’ note:
This paragraph has been updated from its original version.)
In short, we believe that fMRI should be considered as part of a

larger marketing portfolio that includes targeted use of traditional
measures, physiological methods, and big data analytics. Forward-
thinking CMOs who embrace this technology will find a
competitive advantage in their enhanced ability to make more
accurate predictions about customer behaviour.
52
CHAPTER 7: FINDINGS
The following are the findings from traditional marketing
method i.e by the way of conducting the questionnaire and
getting 123 responses against it.
THE FIRST 2 FIGURES ARE OF GENDER AND AGE DISPARITY:
GENDER
MALE FEMALE
Figure:1 – Gender ratio of study.

Male- 36.6% Female: 63.4%
53
AGE
15-20 20-25 25-30 30-50
Figure:2- Age of the respondents.

15-20: 15.4%
20-25: 68.3%
25-30: 5.7%
30-50: 10.6%
54
HAVE YOU EVER BEEN INFLUENCED TO BUY A PRODUCT THAT

YOU DON’T NEED?
YES NO MAYBE
Figure:3- Q. Have you ever been influenced to buy a

product that you don’t need?
Yes: 66.7%
No: 9.5%
Maybe: 23.8%
55
Have you ever come across the term 'Neuromarketing?'
YES NO
Figure:4 – Q: Have you ever come across the term

‘Neuromarketing’?
YES: 37.4%
NO: 62.6%
56
Have you heard of the following terms?
NEUROSCIENCE BEHAVIOURIAL ECONOMICS

SOCIAL PSYCHOLOGY
Figure:5- Q:Have you come across the following terms?

(Answers for each out of 100%)
NEUROSCIENCE: 45.5%
BEHAVIOURIAL ECONOMICS: 43.1%
SOCIAL PSYCHOLOGY: 61%
57
While buying a product what entices you the most to purchase it?
Innovative packaging Lucrative Advertisements Brand name

Utility Price
Figure:6- Q:While buying a product what entices you the

most to purchase it?
Innovative packaging: 18%
Brand Name: 28%
Lucrative Advertisements: 12%
Utility: 29%
Price: 13%
58
Are you brand loyal?
YES NO
Figure:7- Q: Are you Brand Loyal?

YES: 66%
NO: 34%
59
After watching an advertisement which aspect of it do you generally

remember?
Informative Emotional Financial ALL
Figure:8-Q: After watching an advertisement which aspect

of it do you generally remember?
INFORMATIVE ASPECT: 24%
EMOTIONAL ASPECT: 32%
FINANCIAL ASPECT: 14%
ALL: 30%
60
Do you feel that your perception regarding a product can change through
advertising and promotion?
YES NO MAYBE
Figure:9-Q: Do you feel that your perception regarding a

product can change through advertising and promotion?
YES: 59%
NO: 10%
MAYBE: 31%
61
0%
20%
40%
60%
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45
1 2 3 4 5
Figure:10-Q. On a scale of 1-5 rate according to you the

importance of social status in buying a product?
1: 4.1%
2: 7.3%
3: 32.5%
4: 40.7%
5: 15.4%
62
Figure:11- ADVERTISEMENT CATEGORY: EMOTIONAL

MESSAGE.
63
Figure:12- ADVERTISEMENT CATEGORY: HUMOUR
64
What type of marketing are you a believer of?
TRADITIONAL MODERN BOTH
Figure:13- What type of marketing are you a believer of?

TRADITIONAL: 22%
MODERN: 48%
BOTH: 30%
65
Do you feel 'Neuromarketing' has any future in modern day marketing?
YES NO MAYBE
Figure:14- Do you feel ‘Neuromarketing’ has any future in

modern day marketing?
YES: 46%
NO: 23%
MAYBE: 31%
66
The following tables depict the findings by Survey Method

using a questionnaire. It showcases the following-
#1 The research tells us that mostly many people do not
know what is meant by term ‘ Neuromarketing’ it shows
how there is lack of awareness about this form of modern
marketing technique that is supposed to change the way of
marketing in the future.
#2 People are supportive of modern marketing techniques

as mostly many believe that modern marketing will change
the way of marketing. Also they are very supportive of the
fact that Neuromarketing is a device of change and will play
a major part in the years to come.
#3 People are more emotionally attached to a product as

that is one aspect they heavily look into when it comes to
advertising of products.
#4 Mostly people are brand loyal as well as have the

tendency to buy products that reflect social class for ex:
Luxurious cars, jewellery etc.
#5 People are easily influenced by others when it comes to

buying products, even so that they buy products that they
don’t need in the future.
67
#6 The most powerful emotions by order are Humour,

Happiness and Motivation that are depicted through the
choice in advertisements by the respondents.
#7 People are more enticed to buy a product based on 2

important aspects, advertisements/promotions as well as
the brand name associated with the products.
#8 The respondents are well aware of the terms related to

the topics such as Neuroscience, Social Psychology and
Behavioural Economics.
#9 The respondents strongly believe in the influence and

role of proper advertisement and promotion techniques
which form a major part of modern marketing.
68
CHAPTER:8 Limitations
of Neuromarketing
However, it’s important to keep in mind that variances in how

individuals process information and the limitations of testing can
make it difficult to generalize results with certainty. Limitations
include:
• The high cost in doing neuromarketing research means it is
conducted with small sample sizes and often funded by
corporations, which could introduce bias into the results.
• Since brain science is still evolving, there’s not a completely
reliable way to connect the marketing stimuli to the
emotions triggered.
• Reactions observed in a lab test environment may be
somewhat different than they would be in an actual buying
environment.
69
CHAPTER:9 CASE STUDY

OF NEUROMARKETING
^
Neuromarketing can be defined as a field, employing

neuroscientific methods to investigate and understand human
behaviour concerning markets and marketing exchanges,
according to its common description in scientific literature. The
reason for the researchers to adopt these methods, instead of
directly asking people about their choices is that individuals
cannot or will not express their preferences in many cases. Thus,
they prefer using brain imaging tools which are based on
collecting hemodynamic or electromagnetic signals resulting from
70
the brain activity during a task for marketing objectives (Vecchiato

et al., 2011).
In fact, it is possible for neuroimagining tools to access the
information in consumers’ brains, while they are making choices
and/or watching a commercial. Accordingly, this information can
contribute to the relevant product’s promotion. Looking from the
marketing researchers’ perspective, these imaging tools help
achieving an efficient trade-off between costs and benefits of the
research (Vecchiato et al., 2011).

Functional Magnetic Resonance Image (fMRI) considered as one
of the most popular brain imaging tools which produces a
sequence of images that are “static” (i.e. showing the brain
activity occurred within an interval of almost ten seconds) by
measuring the blood flow in the brain. Although they are static,
these images have higher spatial resolution than any other
neuroimaging methods. As the tools of the most popular imaging
method in the field of neuromarketing, fMRI scanners have helped
some scientific studies which showed that drinking some popular
drinks like Coca-Cola and Pepsi activates particular areas in the
brain (McClure et al., 2004).
Samuel McClure and his fellows have decided to study on Coca-
Cola (Coke) and Pepsi, because consumers were having strong
preferences over one another, although their formulas are almost
the same. With this, came the question of how cultural messages
affect our opinions enough to change behavioural preferences
about something as simple as a sugary drink.
71
Researchers have served the participants Coke and Pepsi (1)

anonymously and (2) revealing their brands in both behavioural
tasting tests and during fMRI scans. McClure and his co-workers
have noted that a constant neural response is observed in the
subjects’ ventromedial preforntal cortex when the drinks are
served anonymously; and that when participants knew what they
were drinking, it hugely affected their brain activity, as well as
their behavioural preferences.

Brain scans reveal that the choice of Coke or Pepsi does not solely
depend on their taste but also their labels, since this information
activates cerebral areas related to cultural influences. Therefore,
the researchers believe that they have proved neurologically, how
brands influence behavioural preferences when they have cultural
reflections.
The reason for this, according to the researchers, is that “there
72
are visual images and marketing messages that have insinuated

themselves into the nervous systems of humans that consume the
drinks” (McClure et al., 2004).
Thanks to its design, the study allowed the researchers to see
clearly which cerebral areas are activated when the brand
information is available, and when it is not. They have also
witnessed that while knowing that the drink is Pepsi does not
change anything, the case with Coke is different. When
participants are told that the brand is Coca-Cola that dramatically
affected their preference and also activated their “dorsolateral
prefrontal cortex” and hippocampus, both of which are known to
change the individual’s behaviours depending on emotions. This
led the researchers to think that hippocapus might be responsible
for recalling that cultural influences affecting preferences
(McClure et al., 2004).
They also believe that the results of the study implies that there
are two interacting brain systems in the prefrontal cortex; one for
taste and one for recalling cultural influence, and this interaction
is what determines the individual’s preferences.
As a result, it is clear that neuromarketing analysis help marketing
experts to improve their knowledge about the customers and
their behavioural attitudes and improve the overall marketing
performances of their companies in several ways through the
information obtained from these studies.
73
The global market for neuromarketing technology reached $21.0

million in 2015. The market is expected to reach $22.0 million by
2021 from $50.3 million in 2016, increasing at a compound annual
growth rate (CAGR) of 18.0% from 2016 to 2021.
CHAPTER:10 CONCLUSION
74
SCOPE OF
NEUROMARKETING
In the last decades, marketing and research have passed through
the tremendous changes. Those changes could attribute to the
way of consumerism, lifestyle and mostly to the progress and
achievement of science itself. Marketing research has never been
so concrete and precise since the consumer cannot always
honestly and accurately respond to the questions asked.
Therefore, neuroscience opens the door to the unknown world. It
is about our unconsciousness. It is a modern not-well expanded
field. Concerning this type of research, there are plenty of
discussions about the ethic principles and accuracy of
neuromarketing usage. Many professionals talk about the
increasing dangers and abuse from its usage. Neuromarketing
research provides us with a unique and accurate feedback from
the customer about the effectiveness and efficiency of the
marketing communication. Although, it is a field which is evolving
and growing we can expect a prosperous future once the ethics
will be taken into the consideration.
Technical innovations and emerging standards in the industry are
helping to establish neuromarketing as a valid discipline.
Lower Costs Mean Larger Samples

Until recently, the equipment used for neuromarketing studies
has been very costly and only available in specialised research
facilities. This high cost--an MRI scanner costs up to $1,000 per
hour--made the research itself pricey, requiring substantial
marketing budgets and excluding small and medium-sized
75
companies from engaging with this marketing discipline. The lab-

based nature of these studies also meant that sample sizes were
small and research was location-bound. Research was not scalable
in size or geography.
Cost, scalability, mobility--these major barriers to adaptation are

now being demolished by innovative enterprises that are
developing new, portable brain-computer interfaces, and eye- and
facial-tracking devices. These, combined with advancements in
mobile technologies, enable researchers to get out of the labs and
into real-life situations, such as supermarkets, training grounds, or
workplaces.
Emerging Players
Founded in 2011, Emotiv has been working on EEG headsets for
gaming and research purposes. Its devices are wireless, portable,
and easy to set up, and are affordable even to consumers. While
the cost for single standard EEG tests used to range from $100 up
to $3,000 for more specialised ones, Emotiv now offers the
hardware for $300 to $500. This has lowered access barriers
lowered significantly and made possible completely new
applications within the industry.
Germany-based SensoMotoric Instruments, on the other hand,

has developed promising solutions for eye and facial tracking. SMI
Eye Tracking Glasses, for instance, are designed for mobile
research on location in context-rich, dynamic, real-life
environments rather than labs. Setup is easy, as is remote access
for researchers to observe test participants live and in real time.
Another way of freeing research subjects from labs by bringing the

equipment to its users has been developed by Eye Tribe. Its small,
76
$99 device is designed for screen-based research and can be

attached to computers, tablets, and mobiles, and could potentially
be integrated into the devices themselves.
The availability of low-cost, portable, and easy-to-use equipment

means new Web-based remote testing services are emerging.
Service models initially designed for software usability and bug
testing can now be applied to neuroresearch. Hungary-based
company Synetiq is a pioneering player in this area, building an
international tester community. Companies can set up online
tests, upload test material, and select research participants from
the tester community to take part in the study. Synetiq then sends
portable EEG headsets, skin conductance and heart rate sensors,
and eye-tracking devices to test participants all around the world.
Participant data is collected and analysed online and made
accessible to test clients immediately.
Although these are only a few examples of recent developments,

a clear trend is emerging: Research equipment is becoming
portable and easier to use, and costs are continuing to come
down. As a result larger, geographically dispersed samples are
possible and statistically significant data gathering is possible.
More innovative services are to be expected as hardware
advances and companies make their SDKs and APIs available to
developers.
Addressing Credibility Concerns

Since its very beginnings, neuromarketing has raised controversy
amongst marketers over its effectiveness, while at the other end
of the spectrum, consumer rights advocates campaigned against
the possible manipulation of the unconscious.
77
A big step forward in building trust within the industry was the
creation in 2012 of the Neuromarketing Science & Business
Association (NMSBA), aiming to provide professional support to
practitioners and neur-marketing scientists around the world. One
of its first projects was the development of neuromarketing's
Code of Ethics, which will help to develop and promote scientific
standards, transparency, and ethical responsibility.
Enterprises themselves have started to open up. Instead of hiding

their methodologies in order to protect confidential intellectual
property, companies like Eye Tribe, Emotive, Synetiqe, and
Neurensic, to name just a few, have started explaining their
methods, and making code and data accessible on their websites.
The much-complained-about lack of large samples and statistically

significant results, benchmarks, and standards is resolving itself
already. As neuromarketing is becoming more affordable and
scalable, more research projects will be undertaken with larger
samples and statistically significant data sets will be easier to
obtain.
Companies have also started to substantiate neuromarketing’s

value claims scientifically. Neurensic, for example, has linked its
research measures to business outcomes by developing a method
for identifying and measuring the brain functions most important
for the buying process. It then derives benchmarks to predict the
effectiveness of stimuli with scientific significance.
As a discipline, neuromarketing is still young and just about to

overcome its teething problems. But its future is bright as cost and
technical barriers to adaptation come down and credibility builds
as the industry matures.
78
79
CHAPTER:11
BIBLIOGRAPHY
The following are the websites and journals that I had gone
through in order to make my project-
www.harvardbusinessreview.com
www.businessinsider.com
www.madovermarketing.com
www.investopedia.com
www.google.co.in
www.wikepedia.org
www.neurosciencemarketing.com
‘Brainfluence’ by Roger Dooley.
‘The Persuasion Code’ by Patrick Renvoise.
‘UNCONCIOUS BRANDING’ by Douglas Van Praet.
80
ANNEXURE:
QUESTIONNAIRE
(APPENDIX)
NAME:
AGE:
GENDER:
1. Have you ever come across the term ‘Neuromarketing’?

a) Yes.
b) No.
2. Have you come across the following terms? If yes tick the
boxes.
a) Neuroscience
b) Behavioural Economics
c) Social Psychology
3. While buying a product what entices you the most to

purchase it?
a) Innovative packaging
b) Lucrative advertisements
c) Brand name
d) Utility from the product
e) Price
81
4. Have you ever been influenced to buy a product that you

don’t need?
a) Yes
a) No
b) Maybe
5. Are you Brand Loyal?

a) Yes
b) No
6. After watching an advertisement which aspect of it do you

generally remember?
a) Informative aspect
b) Emotional aspect
c) Financial aspect
d) All Of The Above
7. Do you feel your perception about a product can change

through advertisement and promotion?
a) Yes
b) No
c) Maybe
8. On a scale of 1-5 rate according to you the influence of social

status in buying a product?
9. Rate the following Advertisements that depict happiness and
joy (1 being the lowest score and 5 being the highest score)
a) Surf Excel “Daag Ache Hai”
b) Coca-Cola “Open Happiness”
c) McDonald’s “I’m Lovin’ It”
82
10. Rate the following Advertisements that depict a strong

emotional bond and an effective message on a scale of 1-5?
a) Vogue “My Choice”
b) Idea 4G “What an idea”
c) Bournvita “Prepare for victory”
11. Rate the following Advertisements that depict humour

on a scale of 1-5?
a) Imperial Blue “Men Will Be Men”
b) Vodafone “Zoozoo’s”
c) Mentos “Dimaag Ki Batti”
12. What type of marketing are you a believer of?

a) Traditional Marketing
b) Modern Marketing
c) Both
13. Do you believe that Neuromarketing (Which involves

study of Neuroscience and Social Psychology) has any future?
a) Yes
b) No
c) Maybe
83

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ST.

Submitted by me for the partial fulfilment of the degree of

I also declare that no chapter of this manuscript in whole or

I would like to thank St.Xavier’s College for providing me

Towards the end, I would like to thank my respondents

My project work is based on the study of

In modern day marketing, Neuromarketing is a term

The purpose of this project is to study the concept of

The theoretical framework is gathered from articles,

The Conclusion of the report, findings and

CH-1 INTRODUCTION 9-15

CH-3 LITERATURE REVIEW 18-21

CH-4 OBJECTIVES OF THE STUDY 22

CH-6 ANALYSIS AND 25-47

CH-10 CONCLUSION 70-74

10. Q.8 ANSWER 57

13. Q.12 ANSWER 60

Neuromarketing will tell the marketer what the consumer reacts

Neuromarketing is the application of neuroscience to marketing.

hence, this data may be more revealing than self-reporting on

1.1 Neuromarketing examples might include-

• Tracking eye movement to see which parts of a webpage

The goal of neuromarketing is to better understand consumer

can be greatly influenced by their subconscious responses, what

Neuromarketing can be used to help your marketing messages

The biggest advantage of neuromarketing is that it can fill in the

• A key point to remember is that people are naturally

• So while it may be tempting to get caught up in a debate over

Is The Product Next To You, Losing You Sales?

Many different marketing approaches have

In this process, as a result of the

These discoveries had shown that in addition to

SOURCE: Contextual Approaches in Communication.

In the present study, I have similarly defined my objectives

2)Secondary data has been collected using scholarly

CHAPTER:6 ANALYSIS AND

Uses  set  impr  improve  improve ad

Pros  most  more  relatively  best  relati

Table 1: Methods of carrying out Neuromarketing.

These advances notwithstanding, neuromarketers have been

Indeed, the insights that physiological tools typically offer—

Many academics, however, prefer brain scanning to physiological

expertise to administer, and can easily be paired with more-

The Neuro Sell

So should companies invest in neuromarketing—whether through

Industry groups are attempting to help marketers assess the value

showed that fMRI provided the most significant improvement in

Traditionally, marketers are concerned with more than simply

 Better segmentation. Marketers want to know which

and branding efforts. This segmentation is traditionally

reduced the degree to which people exhibited socially

“You cannot judge a book by it’s cover”

 lthough neural manipulation may strike some as creepy, even

 But other forms of manipulation are subtle. Cerf says his

 Even as marketers grapple with the ethical ambiguity, several

Your brain runs the show. Think of the last time

emotions, desires and experiences, ultimately

Electroencephalography, or EEG, is the physiological

One hundred years ago the time course of an

Table:2 – AN EEG GRAPH

How can EEG data be

on effects in occipital regions.

Whenever your brain is in a certain state, the

and bring ourselves into a calm state, alpha