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ABSTRACT
INTRODUCTION
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BACKGROUND
Neuromarketing, from the point of view of a scientific analysis it has been poorly
organized web. For a scientific approach, the order of neuromarketing issues should
be according to scientific publications. Thus, this chapter shows neuromarketing
from the point of view of the segmentation of neuromarketing
(Neurosegmentation). As Neurosegmentation of Neuromarketing areas, it means
that there are some publications about neurosegmentation of neuromarketing at this
moment in the scientific literature. These segments are showed according to the
brain behavior. The reason for this bad classification of neuromarketing is the
ignorance of many people about the real meaning of neuromarketing. Sometimes
using topics of measurements, marketing, brain, neuro-linguistic programming (PNL)
or talking about feelings indiscriminately to talk under the theme of
neuromarketing. Therefore in this case the author includes this topic to bring order
to the different sub-themes of neuromarketing. Thus, the segmentation of
neuromarketing includes:
Children Neuromarketing (Lindstrom, 2005, 2011)
Neuroeconomics (Sanfey et al., 2003; Egidi, et al., 2008; Tetaz, 2014)
The concept of Neuro-P and Neuro-O (Valencia, 2013)
Brain waves and their interpretation (Vecchiato et al., 2010; Astolfi et al.,
2008; Vecchiato et al., 2011; Astolfi et al., 2009)
Eye track (Kalliny & Gentry, 2010; Logo, Jozsa, & Hamomik, 2010; AIMC & alt64,
2005)
Anatomy and physiology of the purchase button (Hubert & Kenning, 2005; Lin et
al., 2010; Knutson et al., 2007)
Functional MRI (fMRI), applications and interpretations (Lindstrom, 2011; Ohme et
al., 2010)
Segmentation of the 3 genders (masculine, feminine and gender X) (Rapaille, 2007)
Insight and imprints (Klaric, 2014; Quiñones, 2013)
Pentadimencional Brand (Brand 5D), Octadimencional Brand (Brand 8D) and the 4
Rites (4Rs) (Lindstrom, 2005)
Neurovalor. Application of the concepts of neurology at the value chain (Valencia,
2013)
Neuroventas (Salazar, 2011; Valencia et al, in pres).
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Anatomy and function of the 3 brains, studies applied to marketing (reptilian,
emotional or limbic and cortical) (Casafont, 2015; Ripoll, 2014)
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society, individual behavior at home and / or at work, and the explanations inside
the brain, are taking place to know and understand the reason being of “Brain
Age.” Without this development would have been impossible to understand brain
structures, the application of techniques and all that is known by the term
“Neuromarketing”.
“Neuromarketing” can be defined as “a new way of knowing the consumer. It
consists in applying neuroscience techniques in marketing. It is to study and
understand what the effects of advertising on the brain and how it affects the
behavior of potential customers.
“Neuromarketing” can also be defined as “The discipline that investigates and
examines brain processes that explain the behavior and decisions of individuals in
the fields of action of traditional marketing: market intelligence, product design and
service, communications, prices, brand positioning and sales channels.
Undoubtedly, it is required the knowledge of brain structures, so that the reader
understands how works the neuromarketing. Therefore, all Master Business
Administration (MBA), general management, marketing specialist or Magister must
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areas of the brain involved in feeling like humans, brain areas that process emotion,
areas of analysis of sensations, emotional thinking, analysis by cortex, and
interactions between each of the above. They are places of the gray matter of the
brain, in the external cortex, which explains a lot of how the senses are received
and responded to these, ¿how and where are taken judgment decisions, how
purchasing decisions or disciplined behavior is done? All of the above are some of
the shallow parts to be found on the “Biology and Physiology of the Administrative
Brain” (Casafont, 2015; Kahneman, 2012; Ikemoto, 2010; Santin et al., 2001).
For practical purposes, the entire brain is organized into three main parts. Three
major areas that marketers use to explain neuromarketing. These 3 major parts of
the brain of consumers are (Figure 1) (Ripoll, 2014).
1. Reptilian Brain: This part of the brain is the lowest of the three and the
evolution of the human brain is the most animal, the most primary. This area is
located in the brainstem and midbrain. It is the area of the brain where
unconscious aspects handled as breathing, the heart rate, and some very animal
impulses, impulses and conservation of the species, protecting your family, etc. It is
where many will be born of desire for the preservation of human being, the care,
the image of this. It is in this area where some authors created the concept of
“Insight”. It is in this area where it is believed that the man wants to look better to
females of a herd, it is from there that comes the desire by the male to look at it as
the best and bravest among their peers. It is this part where the woman use all its
attributes and external aids (makeup, heels, lingerie, etc.), in order to that your
male (husband) do not look at another female (woman) (Quiñones, 2013).
2. Limbic and Sensory Brain: This section of the brain is responsible for receiving all
the senses that enter the brain. This area is called the hypothalamus, thalamus,
ventral medial area, basal ganglia. These areas have mentioned many groups of
cells with specific functions. These functions are mainly the reception site of
sensory stimuli. For the general population there are 5 senses, however, for health
personnel are 3 more senses that can be useful at the time of generating sensory
response in the consumer. Full senses are: sight, smell, taste, hearing, touch,
temperature, proprioception, and electrical activity. After receiving the sensations
this area, information is distributed to areas according to the characteristics of the
stimulus. Everything analyzed quickly in these areas is called the system of rapid or
intuitive thinking, called “System 1” (Casafont, 2015; Kahneman, 2012).
3. Rational or Cortical Brain: These areas of the brain is gray matter, or area of the
cerebral cortex; remaining in the outermost part of the brain. In these areas there
are many areas with many functions and are responsible for coordinating all
information received, every cortex, it shares information between cells, these areas
making judgments and making conscious decisions. From a practical point, the
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cortex is considered the “System 2” system slowed thinking; and in order to
differentiate the “System 1” (Astolfi et al., 2009; Bechara, Damasio, & Damasio,
2000).
The broad approach of the theoretical concepts of biology brain for use in
understanding neuromarketing, has generated more questions than solutions. In
addition, the theoretical concepts of brain functioning should be analyzed by a
person who understands brain because of the difficulty and experience required to
understand the physiology of the brain. Not only applied by personnel with
knowledge in brain biology but by people with knowledge of marketing and
management. In other words, people trained to have wide knowledge (Biology and
management). Such people are those who understand neuromarketing concepts that
cannot be explained by brain theory and are only concepts that have not yet been
fully measurable, in order to give it sufficient scientific rigor.
In papers published in neuromarketing, they have derived a set of questions that
must be the beginning of exploration for all those scholars:
What sensory stimuli must have a product?
How does it affect sales forces neuromarketing techniques?
What my brain works site neuromarketing?
Is there a place in my brain that receives stimuli me brands?
Is there a buy button in the brain?
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Could we put that buy button?
What determines the brain sometimes does not show the stimulation of
neuromarketing?
How do I apply the Insight to the marketing technique of my company?
How do I use technology marketing my company?
It can be seen that the more we know of neuromarketing, is becoming more
scientific marketing techniques to be used by marketing departments of companies.
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stimuli, temperature, flavors, colors, touch, and sound; and translate those feelings
into electrical waves (Anderson et al., 2011; Ekanayake, 2011; Casper et al.,
2012; Crowley et al., 2010).
The order of equipment and measurement techniques neuromarketing goes from
greater quality information created by measuring, until the lowest-quality
measuring. Some measurement tools are:
1. Functional MRI (fMRI): The use of this technology in the measurements for
neuromarketing is among the more expensive and higher quality of information
derived from the study to be performed. When this technique is used to study a
product to be exposed to marketing it should be analyzed by people who know
that they are sending to the marketing and being measured with fMRI. This
technology can be used for measurement in advertising videos, visual assessment of
brand labels, in the brain's interpretation of aromas brand, in creating sound jingles,
and in comparing whether a product can generate “MOST REMEMBER” that
another, in assessing whether a product “LIKE” more than another (form of a bottle,
color of a label, a label images, an advertising poster, a billboard, a TV commercial),
etc. (Figure 2).
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according to images recorded on the computer if the evaluated product “LIKE”
more. The reason for this to work well is because the brain sends glucose into areas
where it concentrates the main function of the brain at the time it is exposed to the
product, and the amount of glucose that reaches the area of the brain is which it is
recorded as a zone of more intense color. The fMRI has been used for the
evaluation of commercial advertising on TV, for the evaluation of political speeches,
for the evaluation of advertisements. What has been demonstrated is that brain
areas which is generated in psychology called “primacy effect” (a strong stimulus for
a video which allows it to remember something in seconds) are the brain areas 17,
18, 19 cortex Brodmann. Similarly, when there is greater intensity fMRI images in
the left prefrontal area, that means the commercial product displayed like best.
Allows the person find the product (Hubert & Kenning, 2005; Bechara, Damasio, &
Damasio, 2000; Deppe et al., 2005; Casper et al., 2012; Lin et al., 2010).
Similarly, a commercial product displayed more remembered, not only there is
required activation of the left prefrontal cortex, but also anterior cingulate area and
Cingular motor. However, if you want to evaluate what is the motivation for a
product, in this example a vehicle, it is required that the left anterior cingulate
cortex is activated, the orbitofrontal cortex and the bilateral front and prefrontal
cortex left. But a vehicle must not only have the motivation encouragement for
sale; there must be something in the design and shape of the vehicle must carry me
the motivation to purchase. Therefore, if you want to reach that goal, the brain
areas that should be further enabled the three previous to see a vehicle under fMRI
are right ventral striated and the nucleus Acumbens. The vehicle that generates this
stimulus in the brain would be an addictive vehicle for buyers (Bechara, Damasio, &
Damasio, 2000; Logo, Jozsa, & Hamomik, 2010).
2. Event-Related Potentials (ERP): One of the first descriptions of the ERP was
conducted since the 1960s, reaching prove a negative slow wave, evocable after a
stimulus (S1) associated with conducting a sensory task (S2), which it was called
“Variant Contingent Negative” (NCV). In the original tests, S1 was constant and
independent of stimulus, while the S2 could be modified by a repeated visual
stimulus. Subsequently it is shown great potential variable amplitude which appear
three hundred milliseconds, called P3 or P300, unlike the VCN. In the following
years the changes of the potentials of the VCN and P300 were evaluated and a
group of positive and negative waves that turned out to be variables in individuals
performing motor or sensory tasks. It is the latter VCN and P300 waves that have
been studied in neuromarketing. Technology evoked potentials related to specific
events has been most commonly used in forensic psychiatry, in language training.
The use of this technology is related to the demonstration by the electrical activity
of the surprise created in the brain when a person is exposed to a commercial
product. That surprise may be positive or negative and thus this technology to
differentiate the stimulus. The indiscriminate use of this technology without
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accuracies in the different results, has allowed to researchers produce standards and
guideline measurement in order to talk about the same issues at the conclusion of
results (Hernandez, 2011).
3. Electroencephalography (EEG): This is one of the most practical techniques but
requires training and knowledge of the interpretation of the EEG waves. We used
measuring equipment 64 EEG channels and 16 channels. The important thing is to
make the coupling between measured electrical activity in the cerebral cortex and
the stimulus generated by displaying an article marketing, exposing the individual to
an aroma, taste something or analyze a jingle of a brand. Until now the most
developed studies are in interpreting alpha waves (8-13 Hertz) vs the appearance
theta (4-7 Hertz) in brain areas F3-F4, left prefrontal area and right area
respectively. Science has shown that the use of a marketing stimulus that generates a
theta waves in the left prefrontal cortex vs alpha waves in the right prefrontal
In new product development EEG, it has allowed a brain mapping, in order to meet
the different waves of the EEG in all areas of the cerebral cortex and thus to obtain
more valuable areas of the cerebral cortex information. When more gets mapping
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of the cerebral cortex with EEG, more similar is to fMRI, without being comparable
(Figure 3) (Picton et al., 2009).
4. Eye Track: Eye track technology is an adaptation of elements used by engineers in
different disciplines and the coupling between the functions of the brain to the
muscles that move the eyes. Thus, the track reaches the eye as a marketing tool to
define where the look is directing the client. The eye track is a fundamental tool for
neuromarketing techniques, this allows you to define many variables involved in the
decision to look at an object. The eye track allows you to measure the following
aspects when you gaze focuses on marketing a product:
a. Fixing Item: Measures eye movements under a landmark.
b. Duration Setting: Determines the amount of time a customer delay in the display
of an object.
c. Exhibition Object: This determines a customer cumulative delay time in an object.
It should be remembered that sometimes the customer looks at a product and then
passing other is returned to the initial product that is the summation exposure time.
d. Hot Spot Point: The indicator fixing areas of greatest quantity or time.
e. Important Point: Defines which of the points produce more attention.
f. Tracking: Set the display sequence of events (products) in a given visual field.
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d. Highlight key elements of an advertisement.
e. Increase sales through optimal design.
f. Improved product satisfaction and true use.
g. Improving the adoption and use of new products.
h. Increase brand loyalty if it is used with EEG techniques or cerebral blood flow
(Figure 4) (AIMC & alt64, 2005; Courbet, Fourquet-Courbet, & Intartaglia,
2015).
Figure 4. Eye track on the screen, eye movement . (AIMC, 2005).
5. Galvanic Response (CPR): For people engaged in science, shows the effects
created by the measuring equipment must be sufficiently clear and proper scientific
methodology. Thus, the single observational assessment, but is part of the first step
of the scientific experiment, it fails to meet targets for sufficient scientific proof.
Scientists have studied the use of galvanic response in neuromarketing, unfortunately
the conclusions are not very encouraging. They have also studied the
neurobiological basis of how emotions influence buying behavior by measuring
physiological parameters that occur as a secondary manifestation initial event or
phenomenon. The physiological parameter studied was the response of skin
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conductance (CPR). The authors demonstrated that the CPR does not specifically
reflected in brain activity base in terms of response to emotions (positive or
negative). In addition, activation of the CPR and cortical activation was
demonstrated not only in moments of decision making based on reward but also in
working memory tasks and even spontaneously in moments of repose (Hubert &
Kenning, 2005; Anderson et al., 2011).
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Figure 5. Picture of waves with emotive after sound stimulus. Note the positive
wave of 300 ms. (Ekanayake, 2011).
7. Neurosky: Technology “Neurosky” has been evolving in the same way as it did
the previous product. Initially, this technology was created for games that enable
performance assessment of children. It originated medicate based on the “Warning”
and “Relaxation or Meditation”. Based on the same principles as cognitive load
measurement with a summary of the electrical activity of the brain. Due to the
direct interest of Neurosky techniques, studies have focused on its use in measuring
attention on cognitive tasks, tasks that have been compared to neuropsychological
tests. Based on the above, the Neurosky has been used in those tests that measure
the degree of attention as it is the first steps of the Neuroventa, with the
improvement of measuring waves is required, there is now with the measurement
of the different waves with the sole use of Neurosky headband. Based on this
measurement may be obtained theta waves that reflect the emotions in the brain
(Crowley et al., 2010; Valencia et al, in press).
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8. Measurement of Blood Flow in the Prefrontal Cortex: Every day has been
developing new technology applicable to different areas of science, application l
management and marketing is not immune to these developments and innovations.
That is why the application of technology assessment blood flow to certain areas of
the brain and has been used for research in Neuromarketing. It has been shown that
a luxurious and attractive product can induce a distinct preference behavior
between brand loyal buyers and new people. The loyal to a brand are affected not
only by the luxury brand but by the attractiveness of the product. The activation of
the medial frontal cortex (MFC) was generated in response to a luxury product, but
there is high fidelity for the product must have an activation of the brain's reward
centers in the hypothalamus. The study demonstrated a pioneering approach to
exploring the relationship between power of the brand, consumer preferences and
activation of MFC (Lin et al., 2010).
Each of the teams has its different applications, their different interpretation, and
different utility for a given product marketing. Thus, there will be teams that are
most useful for visual advertising, others will be best for product design, others to
establish the shape of the product, and so on, each team has a particular utility, for
that marketing task it is planned in each company. This brings the reader to the
understanding that the concept of using neuromarketing cannot be detached from a
person trained in sensory analysis required by each product in each company. That
person is the expert on “Neurosensaciones Applied Marketing” (NAM), and based
on the above measurement tools are not used separately, and the person skilled in
marketing sensations cannot work without your measurements.
Neuromarketing Applied to Neuro-Price (Neuroeconomics)
Scientists have studied and analyzed the tools available to the Neuro-economy
applications of neuromarketing. Neuroeconomics means an interdisciplinary field
studying human decision making, is the ability to process multiple alternatives and
then select a particular course of action. When it is linked to neuromarketing studies
decision-making in the brain in relation to purchasing decisions and the influences of
money in making those decisions (Sanfey et al., 2003; Egidi, et al., 2008; Tetaz,
2014).
When the individual will decide to buy when subjected to stimuli of
neuromarketing, the brain is affected in their thought process by 2 groups of
influential variables in that decision:
1. External Variables: This group of variables is brain functions such as attention,
motivation, beliefs, attitudes and experiences stored in memory.
2. Internal Variables: This group of variables is everything related to the economy
and currency values, political concepts, social and family.
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Upon receiving the stimuli of neuromarketing in a product, the brain captures these
internal variables inside memory, receives the external variables, the brain makes an
analysis and evaluation, resave required and the decision to purchase under the
tracks activated for this act (see button data buying). If only the purchase decision is
analyzed based on the concept of price, there are some areas in the brain that will
influence decision making. These areas are activated as selected by the brain:
When a reward is made to a worker, a child or a person, the brain activation is
different when this is done with money, if the reward is performed with only an
“OK” or a congratulations:
- In a compensation with money, the orbitofrontal cortex, the median raphe
nuclei, thalamus and ventral area cortex are activated. They are areas
involved in addiction.
- In a verbal compensation, only the orbitofrontal cortex and dorsal lateral
prefrontal cortex are activated.
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nuclei is activated. Pleasure centers involved in reward. From there comes the
concept that “gives no stitch without thimble,” because negative ambiguity of
negotiations carried on a quest reward fund.
6. Cash Payment: The success of the cash payment is to be a money-saving tool, the
brain activates the insula. Brain making him understand that in this way the money
is going out of hand.
7. Payment by Credit Card: By contrast to the above, the credit card payment,
Insula never becomes activated, however, dorsal lateral prefrontal cortex and the
ventral striated are activated, areas involved in purchasing decisions, and area
involved in reward addiction. The brain does not realize he's losing money by
paying with a credit card. This is the way the financial system used neuromarketing
to influence our minds (Sanfey et al., 2003).
8. Payment of a Product with High Prices: The brain uses the insula activation when
you see a high price, in order to limit the loss, this tool can be used in the
verification of price limits in obtaining an ideal price product to hit the market
(Figure 6).
9. Payment of a Product with Low or Normal Price : To date it has not identifying
which area is involved in accepting a normal price or lower.
10. Preferably from Addiction or Product Brand Loyalty : The preference of a
product by shopping addiction is characterized by activation of the nucleus
Acumbens, but if the purchase decision is linked to brand loyalty, is activated medial
prefrontal cortex (VMPFC) (Lin et al., 2010).
11. Pay One Get 2: price strategies more used they are those of pay one get two.
The reason for the success of this method lies in the brain activation areas in the
ventral striated, thalamus, and the orbitofrontal cortex frontal (OFC). It is a very
sensory stimulation and reward high activation.
12. Leads One to Pay another Half Price: However, this strategy does not have the
same success as the previous one, because the brain activates the anterior cingulate
(ACC), an area involved in monitoring wrongdoing, detecting deception for brain.
13. Economic Evaluation of a Product with Marketing Nonsense or False
Marketing: Same as above strategy, marketing nonsense is very dangerous when the
brain detects. When realizes the false strategy, it behaves similar to the previous
strategy and former Cingular area and insula is activated. The brain is protected
from deception.
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Figure 6. Making purchasing decisions based on price
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you feel good, allowing you to feel pleasure or what allows you to have more ego.
In short, this is called “Triggers Reptilian” (AR). AR are the real reason inside the
brain of the consumer that leads a person to make purchase decisions.
Detection of an “Insight” is to find the reason that is part of a reptilian activator that
explains why people want to buy something. The Insight are of various types:
Surface Insight: Insight are functional and logical, unemotional
Lower Insight: It has an emotional power
Deep Insight: Is in the consumer subconscious, biological, symbolic, instinctive.
Insight must be appealing and relevant to consumers, in other words you should like
and be required by the consumer. The Insight has four settings:
1. Unattractive and Irrelevant Insight: The Insight has no code and is invisible to the
consumer
2. Not Attractive and Relevant Insight: The Insight has code but is incomprehensible
to consumers
3. Attractive and Irrelevant Insight: The Insight has no code and is far to the
consumer
4. Attractive and Relevant Insight: The Insight has code is important and helps the
consumer inside survival.
You can develop many Insight to each product: “Ritual insight”, “Behaviour
insight”, “Category insight”, “Sound insight”, “Colour insight”, “Branding insight”,
“Moment insight”, and y “Consumer insight”.
The word “footprint” comes from the Italian language meaning “Imprints” which
means trace. You can leave a mark on a soft material, you can trace a photographic
image or you can trace in our brain events that occurred in the past life of the
consumer. These brain imprints are what determine the actions, deeds or acts, works
or performances, a consumer in their daily lives.
Example: “A person can be addicted to books, because as a teenager what that
person was paramount to achieve maximum knowledge to be above all at home,
where there was only liquor, partying and a life without a future; that addiction but
it does not go against the life of the person, make that person a loyal consumer of
bookstores.”
The imprints may be primary (the childhood), significant imprints, impressions and
chaotic recent imprints:
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Primary Imprints: those who are rooted from childhood at home and observed the
influence of parents, family and friends
Significant Imprints: when the act really means something to the person, they are
superficial, change over time, and sometimes can change the deep imprint
Recent Imprints: those that occurred recently, are volatile and temporary.
Chaotic Imprints: one that makes a harmful effect, and this can change a deep
imprint.
It's those Insight and these imprints the help activate or check the “Triggers
Reptilian”. Reptilians are these activators which should be strengthened and should
draw attention to the development of product marketing. The principal activators
Reptilians detected in literature are as follows and each of them has some examples
of global or Latin Americans who have worked products activation of each of these
in product development:
1. Recognition and Be Unique: Products for nutritional Intelligence: “IN”, Gatorade,
Power, and Red Bull gives you wings, Zara, Studio F, Art Business, iPhone; They
have used this approach in its proposed market.
2. Pleasure and Satisfaction: Sex, Food, Perfumes, videos of travel agencies.
3. Gain Control and Order: Apple, Zara, videos inside the house, iPhone, Uncle
Nacho.
4. Belonging and Social Acceptance: BMW, Apple, Perfumes, Studio F, Art Business.
5. Protection and Security: British Airway, videos of travel agencies, Aven.
6. Autonomy and Freedom to be Human: Smoking, Old Parr, Antioquia brandy.
7. Exploration and Discovery: Apple, Videos travel agencies, iPhone
8. Family Heritage and Safeguard: Regional Products
8. Transcendence and Survival of the Gene: Functional foods, videos indoors.
10. Power and Domination: Finance Racing, iPhone, Ensure, Artworks.
Thus, new product marketing must possess a reptilian Activation, you highlight an
imprint of the consumer and should be of interest to the consumer. According to
the percentage of 0 to 100 in each of these parameters, your product will be above
the competition. The success of a product depends on getting a good response to
several questions:
How many has your brand activators Reptilians?
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What have you discovered that your triggers active Reptilians?
Your brand has activation or strengthening of a mark?
22
by high dopamine release in nucleus Acumbens, sense of belonging to throw the
nutritionists as leaders of patient management, etc.
5. People: Leadership to nutritionists to manage and no doctors allowed the
counter product without requiring registration of medicine in the country. I give
him a tool to nutritionists to do what they do. They are able to activate the
Reptilians recognition, control and order. Approvals were achieved by associations
of clinical nutrition and nutrition scholars in universities.
6. Productivity: It is teaching the concept of “IPT: IN for All”. Being able to develop
a product that is consumption in all conditions of price, quality, quantity, and
consumer acceptance from 1 year to 100 years. Through donations to religious
communities in order to improve the nutrition of households helped by God. This
concept of IPT helped by God creates an activation of the caudate nucleus.
7. Processes: The use of the CRM (Consumer Relationship Management) is
emphasized, from the time of release in the Colombian Association of Nutritionists
and Dieticians (ACODIN).
8. Presentation: Slowly he is working to create rituals “IN”, days of “IN, hours of”
IN “and the latter has been more successful in older adults.
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For many marketers this is called segmentation, but for the group from Colombia, is
called neuromarketing neurosegmentacion of 6Os or Neuro-O and Neuro-P. In all
that that word can be applied neuromarketing strategy, this must be included in a
“Map of Neuromarketing”.
It is in this step 3 in which the sessions Insight detection and imprints of the product
is:
Session Time 1: From 9:00 to 9:50 hours (14:00 to 14:50 hours when it is in the
afternoon): the persons selected to detect Insight them were together in one room
and they offered a glass of red wine. According culture may be some other type of
liquor to trigger a blockage of the cerebral cortex. They enter the room and write
and discuss their thoughts in a sitting position. Absolutely everything must be
recorded and registered.
Session Time 2: From 10:00 to 10:50 hours (15:00 to 15:50 hours when it is in the
afternoon): people selected for detecting Insight them were together in the same
lounge rested after 10 minutes, there was offered cheese and offered a second glass
of red wine. According culture may be some other type of liquor to trigger a
blockage of the cerebral cortex. They enter the room and write and discuss their
24
thoughts in a sitting position on the floor in relaxing cushions. Absolutely everything
must be recorded and registered.
Session Time 3: From 11:00 to 11:50 hours (16:00 to 16:50 hours when it is in the
afternoon): people selected for detecting Insight them were together in the same
lounge rested after 10 minutes, there was offered cheese and offered a third glass of
red wine. According culture may be some other type of liquor to trigger a blockage
of the cerebral cortex. They enter the room and write and discuss their thoughts in
position lying on comfortable beds and doing relaxing yoga breathing or abdominal
breathing. Supervised by an expert in yoga and relaxation. Absolutely everything
must be recorded and registered.
STEP 4: Proposal and neuromapa explained to the group that the company will
participate in the advice and support. General management and domestic
consumers are invited. This proposal explains what is to be used for:
Areas of the brain that will be activated.
Measurement tools will be used and why (MRI, EEG, Emotive, Neurosky, etc.).
Define if the eye track is required in neuromapa.
Apply concepts of neuro-in price decision with the group finance company.
Define whether it was possible to establish the new “Neurovalor” in the value chain
of the product.
Explain how it is adapted Neuro-P and Neuro-O to the value chain.
Explain if the product requires neurosegmentacion gender (male, female and gender
X).
Explain if the product requires a child neurosegmentacion: application of
neuromarketing child is completely different from adult conditions.
Explain if the product can be branded 5D, 8D brand or rituals (4Rs).
Define whether you can apply Neuroventa training for the group of sellers of the
company.
Explain whether the plan can activate pathways to achieve activation of the cortex
purchase demonstrated in neuromarketing.
STEP 5: Making Measurements (time ranges from 2-4 months depending on the
number of people selected to be measured, based on the budget of neuromarketing
study)
STEP 6: Statistical analysis of measurements (the time required is 1 to 3 months).
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STEP 7: Application of neuromarketing study results to the company, show how to
apply the codes and Insight you.
STEP 8: Solve doubts during execution within the company or product
development.
STEP 9: Apply concepts of statistics applied to business to generate information to
measure planned.
STEP 10: Corroborating with the general management results obtained six months
or a year after starting the implementation of the findings of neuromarketing.
New knowledge related to the brain's response to different genders consumers and
neuromarketing child (infant, preschool, school and adolescent) (Lindstrom, 2006).
Concepts such as the brain feels in pregnancy and the different changes in the
evolution of growth in utero be addressed, up to 3 current sexual genders.
1. Scientists new ways to classify the marketing skills should be well structured to
continue talking about the concepts presented already by Martin Lindstrom since
2005. Martin writes in his book “Brand Sense” new marketing skills and knowledge
brain, concepts such as:
26
in the development of administrative and medical technology person, he has
worked under the concept of “Brand Octadimensional or Brand 8D” based on the
senses handled by the staff of the medical sciences (Figure 8).
27
Figure 8. Octadimensional brand (Brand 8D) (Author).
28
5. A good scientific knowledge really acquired enough respect for the common
people and scientists, when knowledge is evaluated, as clearly as possible.
Therefore, the end of neuromarketing is not like applying it, this is just the
beginning of three concepts that require further expansion:
- How do we show that neuromarketing is working to companies? Are there
replicable techniques for all?
- When brain waves and neuromarketing measurements are not applicable to a
product? Are there any medical limitations, psychiatric, psychological,
pharmacological, etc.?
- Do we need to norms and ethics (“neuroethics”) for regulations on
neuromarketing? Can the human brain be manipulated by neuromarketing?
- Only future research will give clarity and light to the new processes to be followed
in marketing departments, or rather, “Neuromarketing.”
CONCLUSION
Just highlight the importance of what has been said in the chapter. Not only because
of the significance of the issue, but on the scientific component having.
Neuromarketing entered the social marketing as a very credible way to use. Also as
a scientific explanation of marketing still little understood by most, and as a fashion
for the vast majority do not know that this can be real. Likewise, people thought
neuromarketing was brainwaves. This damages the credibility of many have wanted
to do but even without understanding why. Others wanted to talk about different
components of the item. Topics as if it really were neuromarketing, which is why
there are books of topics such as “Neuro Linguistic Programming” (NLP), or
development of “Insight” or creating “Imprints” or developing techniques for
decision making ” Neuro-economy “or started using measurements of brain without
understanding how to make them. But really all are components of a universe of
Neuromarketing.
When scientists actually entered the task to be understood by marketers, for MBA
(Master Business Administration), general managers, the general public and all those
interested in marketing, from some point of view, things come changing.
Neuromarketing as a scientific demonstrably cheaper more affordable to the small
business owner who also want to be at the forefront of developments in the
marketing, allows them to be in the top marketing tools, applications,
Likewise, academia even not want to change, still has fear and afraid to talk about
neuromarketing in the classroom, shared by many reasons explained above and for
29
use in the general population. However, and for some it is impossible to see the
marketing of a company without the sensory components. Quite possibly for future
generations, marketing classes will have an area called “Neuromarketing”.
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10.1057/palgrave.bm.2550139
ERICK VALENCIA MERIZALDE MD. EDIC. MSc. FCRM. MBA. MHA. NFB. RNI .
TPM.
Médico de la Universidad Pontificia Bolivariana.
Anestesiólogo de la Universidad de Antioquia.
Subespecialistas en Medicina Critica de la Universidad de Antioquia.
Diploma europeo de Medicina Crítica (EDIC), titulo convalidado en U de A.
Médico del Colegio Médico de Madrid, España.
Intensivista General y de Trasplantes de la Fundación Santafé de Bogotá y el
Freeman Hospital, Newcastle, Inglaterra.
Fellow Clinical Research Metabolisim (FCRM), School of Biological and Molecular
Science, Oxford Brookes University. Oxford, Inglaterra.
Maestría Investigativa (Epidemiólogo), Universidad CES, Medellín.
Anestesiólogo, Clínica Saludcoop Medellín, Colombia
Intensivista, Unidad de Cuidados Intensivos Coronarios y Del programa de Cirugía
de Corazón, Clínica SaludCoop, Medellín.
Intensivista, Clínica CES, Medellín
33
Diplomado en Finanzas, Politécnico de Colombia, Octubre, 2016.
Diplomado en Educación Basada en Competencias, Politécnico de Colombia,
Octubre, 2016.
Diplomado en Gestión del Conocimiento Educativo. Politécnico de Colombia,
Octubre, 2016.
Diplomado en Evaluación de Procesos de Educación, Politécnico de Colombia,
Octubre, 2016.
Curso de Mercados Financieros (Financial Market), Universidad de Yale, Octubre,
2016.
Neurofeedback Training (NFB), Instituto de Psicotecnologia, Medellín. Colombia,
Sur América.
Neurofeedback en el Grupo de Recuperación Nutricional Integral (RNI), consultorio
1103, Intermedica, Medellín y EEG de deterioro cognitivo.
Gerente General CICRET EA,
Investigador asociado EEG Emocional y EEG de NeuroAdministracion,
Neuroeconomia y Neuromarketing, Laboratorio EEG, Escuela Administración,
Universidad EAFIT, 2015
Asesor en investigación del protocolo para la medición de ondas
electroencefalograficas (EEG) para medición de Liderazgo en NeuroAdministracion y
el proyecto de Investigación de ondas cerebrales en Neuroventas con el Dr. Gabriel
Jaime Soto (Jefe de entrenamiento en ventas de EAFIT) y el Dr. Francisco López (Ex
decano de Escuela de Administración), en la Universidad de EAFIT, 2015.
Estudiante Day Trading Academy (DTA), Abril 2016
34
Dictó el Diplomado de Neuromarketing en Centro comercial Monterrey 2013 y el
Diplomado de Neuromarketing en Centro comercial Premium Plaza, 2013, bajo
patrocinio de Escuela de Administración Esumer.
Elaboración del Lanzamiento Neuromarketing Pentadimencional del Complemento
Nutricional “IN”, ACODIN, Cali, noviembre, 2013.
Elaboración del Mapa de Neuromarketing del Complemento Nutricional “IN”,
Medellín, 2014
35