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  • Neuromarketing: Strategic Communication or Manipulation?

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    Neuromarketing is the study of brain mechanisms and processes to understand consumer behavior patterns in order to improve marketing strategies. The document discusses various neuromarketing techniques such as fMRI, EEG, eye-tracking and biometrics that are used to tap into unconscious consumer preferences, motivations and needs. While neuromarketing can be used for strategic communication, there is a concern that it may also enable manipulation if used to directly influence consumer decisions without their awareness or consent.

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    Neuromarketing is the study of brain mechanisms and processes to understand consumer behavior patterns in order to improve marketing strategies. The document discusses various neuromarketing techniques such as fMRI, EEG, eye-tracking and biometrics that are used to tap into unconscious consumer preferences, motivations and needs. While neuromarketing can be used for strategic communication, there is a concern that it may also enable manipulation if used to directly influence consumer decisions without their awareness or consent.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    33 views39 pages

    Neuromarketing: Strategic Communication or Manipulation?

    Uploaded by

    Smahane
    Neuromarketing is the study of brain mechanisms and processes to understand consumer behavior patterns in order to improve marketing strategies. The document discusses various neuromarketing techniques such as fMRI, EEG, eye-tracking and biometrics that are used to tap into unconscious consumer preferences, motivations and needs. While neuromarketing can be used for strategic communication, there is a concern that it may also enable manipulation if used to directly influence consumer decisions without their awareness or consent.

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    © All Rights Reserved
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    of 39

    NEUROMARKETING

    STRATEGIC COMMUNICATION OR MANIPULATION


    Ale Smidts
    2002

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    A L E S M I D T S

    "Kijken in het brein"


    LOOKING INTO NEUROMARKETING

    2002

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    A L E S M I D T S

    NEUROMARKETING IS THE STUDY OF


    BRAIN MECHANISMS AND PROCESSES TO
    U N D E R S TA N D C O N S U M E R B E H AV I O U R
    PAT T E R N S I N O R D E R T O I M P R O V E
    M A R K E T I N G S T R AT E G I E S .

    2002

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    Lee, Broderick and Chamberlain
    Dooley
    2007 2010

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    D O O L E Y
    NEUROMARKETING IS A NEW AREA IN
    MARKETING RESEARCH THAT
    STUDIES THE COGNITIVE AND
    EMOTIONAL RESPONSES OF
    CONSUMERS TO DIFFERENT
    MARKETING STIMULI
    2010

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    TAPPING INTO THE UNCONSCIOUS
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    PREFERENCE
    S
    motivations

    needs
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    Neuromarketing techniques

    FMR EEG
    I
    EYETRACKING FACIAL
    CODING

    BIOMETRICS
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    FMRI
    F U N C T I O N A L M A G N E T I C R E S O N A N C E
    I M A G I N G

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    Brain scanning process
    RESPONS
    STIMILUS
    E

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    EEG

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    Facial
    coding

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    Eye-
    tracking

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    Galvanic skin response

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    Heart rate monitoring

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    STRATEGIC COMMUNICATION
    Identify
    the Goal

    Understand
    the Audience

    Communicate
    the Value
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    NEW
    COKE

    THE PEPSI
    CHALLENGE NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    DOUGLAS
    VAN
    PRAET

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    BUT HOW?

    Storytelling
    Advertisements Packaging NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    a rk e t in g
    Ne u r om
    is
    h e b e s t
    o n e o f t
    a te g ic
    str a t io n
    m u n i c
    c om
    to o l s
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    MUSIC AND WINE TASTING:
    AN EXPERIMENTAL NEUROMARKETING STUDY

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    Neuroscience + Marketing
    = Manipulation

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    "All the big groups use neuromarketing techniques:
    Coca Cola, Nike, Procter, Mc Donald's... It's a normal
    evolution for a modern marketing department!“

    According to Michel Badoc, Professor of Marketing at HEC

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    Virtual Reality

    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?
    THANK YOU FOR YOUR
    ATTENTION
    NEUROMARKETING
    A C O M M U N I C AT I O N S T R AT E G Y O R M A N I P U L AT I O N ?

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