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Hyundai did a neuromarketing study that had 15 men and women
Transcript of Hyundai did a neuromarketing study that had 15 men and women
Companies are using functional magnetic resonance imaging (fMRI), magneto-encephalography, and electroencephalograms (EEGs) to observe brain activity on test subjects while they view, hear, or even smell products or promos. EEGs are cheaper than fMRI and are used more frequently. These studys are used to make changes to companies products.
Brain Elements and Hyundai Subject Test
The Hyundai Subject Test Used all 3 parts of the subjects brains.
Hyundai did a neuromarketing study that had 15 men and women view a new car in 2011. The men and women were told to stare a parts of the car while they were hooked up to EEG machines. The EEG machine captured their brain activity while they examined the car. The results of the study determined the exterior of the car should change, these results were concluded from the brain activity of the test subjects.
Neuromarketing is new to me and I personally wouldn't take the results from these tests and use them in any campaign. It was difficult to find studies that fit with this assignment. I started on a few and hit road blocks when it came to finding actual media campaigns based on neuromarketing. This is an interesting subject but I don't think its practical giving the price of the two methods available.
This Hyundai study engages the primal or reptilian part of the brain in knowing that the subjects are viewing a car and know what a car looks like from experience.
In the Hyundai study, subjects are told to stare at parts of a car. The EEG records their brain activity. The subjects feelings from their middle brain led to the cars exterior changing.
This study required subjects to think using the rational part of their brain while staring at features on the car.