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NeuroMarketing

What is NeuroMarketing?
• NeuroMarketing is a new
field of marketing that
studies consumers‘:
– Sensorimotor,
– Cognitive,
– Affective response to
marketing stimuli.
NeuroMarketing
Historical Aspects

• The word
"NeuroMarketing"
was coined by
Ale Smidts in 2002.
Consumers – Knowing Them

• Researchers use technologies to


learn why consumers make the
decisions they do, and what part
of the brain is telling them to do
it.
NeuroMarketing
Main Goals
• Marketing analysts will use
NeuroMarketing to better
measure a consumer's
preference, as the verbal
response given to the
question, "Do you like this
product?" may not always
be the true answer due to
cognitive bias.
NeuroMarketing
Main Goals
• 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
Outcomes
• The knowledge provided
by NeuroMarketing will
help marketers create
products and services
designed more effectively
and marketing campaigns
focused more on the
brain's response.
NeuroMarketing
Important
• The new approach of
NeuroMarketing and its
main effects can be
potentially subliminal.
NeuroMarketing
Important
• A research discipline that’s still in
its infancy.
• It uses high–tech brain scanning
techniques to investigate brain
activity.
• This neuro–imaging hardware
enables us to examine and analyze
what really drives our behavior, our
opinions, our preference for
Corona over Budweiser, iPods over
Zunes, or McDonald’s over
Wendy’s.
NeuroMarketing
What is Buyology?
• NeuroMarketing is where science and
marketing meet.
• Buyology bears witness to an historic
meeting between neuroscientists and
marketing experts, a union that sheds
new light on how we make decisions
about what we buy — everything from
food, to cell phones, to cigarettes, to
political candidates — and why.
Understanding
Our Buyology
• Until now, most marketing, advertising
and branding strategies have been built
on qualitative and quantitative market
research.
• The fact is, roughly 90% of our consumer
buying behavior is unconscious, and we
can’t actually explain our preferences, or
likely buying decisions, with any
accuracy.
• So market surveys and customer
questionnaires are of dubious value.
Understanding
Our Buyology
• NeuroMarketing will
help us make the
transition towards
understanding the
truth and lies about
why we buy.
NeuroMarketing
Main Concerns
• In 2004 a number of studies
were published about the
methodology and these helped
to raise debate about the ethics
of NeuroMarketing research.
• Buyology should further the
debate about both the ethical
application of NeuroMarketing
and its competent practice.
Lico Reis Consultoria
& Línguas
Roberto Lico Reis

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