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and consumer behavior. series of experiments conducted to determine purchasing patterns. Ad campaigns since then have all been based.When it all began?    In 1915. in some form or another. on an understanding of the consumer’s mind The word "NeuroMarketing" .

What is NeuroMarketing?  Neuro marketing is basically an application of Neuroscience.  It first originated in the works of Gerry Zaltman of .the science related to understanding the functioning of brain. in marketing.

. and what part of the brain is telling them to do it.Why Neuro Marketing is been used?  Researchers use technologies to learn why consumers make the decisions they do.

NeuroMarketing Main Goals  Marketing analysts will use NeuroMarketing to better measure a consumer's preference. will tell the marketer what the consumer reacts to.  NeuroMarketing .

neuro–imaging hardware enables us to examine and analyze  It  This . uses high–tech brain scanning techniques to investigate brain activity.NeuroMarketing Important  A research discipline that’s still in its infancy.

.NeuroMarketing Outcomes  The knowledge provided by NeuroMarketing will help marketers create products and services.

What is Buyology?  NeuroMarketing is where science and marketing meet.  Buyology . bears witness to an historic meeting between neuroscientists and marketing experts.

. with any accuracy. and we can’t actually explain our preferences. roughly 90% of our consumer buying behavior is unconscious.Understanding Our Buyology  The fact is.  NeuroMarketing will help us make the transition towards understanding the truth and lies about why we buy. or likely buying decisions.

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Impact on promotion campaigns Posters/billboards -location -duration Sponsoring -celebrities -events TV/ radio adverts -channels/stations -time slots Web adverts -duration -contents Freebies/ promotion extras -location -product choice .

Impact on advertisement designs Poster/billboards Radio promotion size sports person balance information/entertainment music slogan/message colour arrangement length voice TV advertisement balance information/entertainment length product focus colour arrangement image voice/music 15 .

Impact on product development  Flavour  Smell  Colour  Health/Fashion Trends  Identifiying new target groups .

 Logo Impact on product packaging/design Packaging size Limited editions Smell  Colour scheme  Packaging materials .

Impact on distribution  Shelving  Product Grouping  Special Offers  Smell  Music  General Atmosphere  Availability .

8. 5. 2. services & advertisements. Nokia. Coca-Cola. Bank of America. 1. 9. Kodak etc. 6. General Motors. Hallmark. Are successfully using Neuromarketing to identify what force consumer to purchase the product in order to develop and offer most preferred products.Who Are Currently using Neuromarketing? Some of the high profile business houses like. . Delta Airlines. P&G. 3. 4. Motorola. 7.

Accurate measurements of brain activities are Limitations of Neuromarketing limited Certain emotions cannot be clearly differentiated Analysis of collected data still remains an enigma Neuromarketing without future: 1. Time & costs prevent the testing of a great number of individuals . Consumer behavior cannot be recreated in laboratory 2.

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Among the sports cars that generated . 22 sedans and 22 small cars to 12 men. as they lay in a scanner. with an average age of 31.Daimler Chrysler A DaimlerChrysler study in Ulm showed pictures of 66 different cars: 22 sports cars. sports cars excited areas of the brain associated with reward and reinforcement. Far more than the other models.

were now being used.Coke vs. After testing . an area of the brain that scientists say governs high-level cognitive powers. and the hippocampus. their brain activity had also changed. 67 people had their brains scanned while being given the “Pepsi Challenge”. ¾ said that Coke tasted better. a blind taste test of Coca Cola and Pepsi. The “lateral prefrontal cortex”. indicating that the consumers were thinking about Coke and relating it to memories . Pepsi In a study from the group of Read Montague published in 2004.50% choose Pepsi and it tended to produce a stronger response than Coke in the brain's prefrontal cortex (region thought to process feelings of reward). When the subjects were told they were drinking Coke. an area related to memory.

applications like road safety messages and persuading people to give up smoking or to resist over-eating.Conclusion Neuromarketing will be far more socially welcome for applications that focus on products and causes with a clear social benefit . Developing and testing strategies that are designed to cure rather than giving social .

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