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Marketing First semester

Walid Douri

on 28 June 2016

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Transcript of NeuroMarketing

What is Neu
Neuromarketing is the appl
ication of neuroscience to
Neuromarketing includes t
he direct use of the brain.
In some cases, the brain re
sponses measured by these
techniques may not be con
sciously perceived by the
subject; hence, this data m
ay be more revealing than self-
reporting on surveys, in fo
cus groups, etc.
Applications of Neuromarketing on the Consumer
The study of neuromarketing is so in depth that they have recognized over 100 brain triggers.

Simple things such as adding “no/low Saturated Fat” onto the packaging makes consumers feel better about themselves while buying products.
Lets do a little test!
Who would rather go to Abercrombie and Fitch or American eagle?
Abercrombie and Fitch did considerable amount of research on what consumers like when they come into a major clothing store. After getting their research results they changed a lot about their stores, some of the changes being;

• New lighting style
• Different smell
• The employees they hire
Neuromarketing has had an impact on consumer behaviour, as a study shows that end of year results showed a 20 percent increase in revenue while using neuromarketing in ads.

Another study shows that consumers do not care if their favorite brands are using neuromarketing, they stay loyal and continue to purchase

Some Neuromarketing techniques that seduce consumers:

Smell of store
Colors, some people like bright colors, some people like neutral colors
Welcoming atmosphere, with employees that greet them upon entrance
Attractive employees
The music playing

Ethical Issues of Neuromarketing
Neuromarketing is not subject o any specific legislature

Certain codes of conduct apply according to the Neuromarketing Science and Business Association (NMSBA) apply such as: Privacy, Consent, Integrity, Participant Rights

Many consumer advocates believe that advertisers may gain excessive power to limit consumers’ free will

Sheri Broyles claims that a review of 50 years of studies on subliminal advertising shows the effects are negligible.

Neuromarketing and Business Strategies
Introduction to Neuromarketing
Applications of Neuromarketing on the Consumer
Neuromarketing and Business Strategies
Ethical issues of neuromarketing
It has always been a dream of marketers to be able to closely examine the consumer mind

One example of a company using neuromarketing to influence their marketing strategy is Frito-lays assistance of a neuromarketing firm in 2008.

Neuromarketing allows marketers to access the subconscious mind of consumers, which would not otherwise be accessible through other marketing survey tools.

Overall, neuromarketing may be a fairly new marketing tool, but it will permit marketers to access hidden information about the consumer mind.
Do you believe neuromarketing affects your psychological consumption patterns?

Do you think your emotions play a role in buying a product?

Have you picked up on any neuro advertising?

Do you feel that neuromarketing intrudes on your privacy?

You should be able to see something new in this logo.
An Arrow (highlighted point)
Common eye tracker test!
Your visual attention is still focuses on the arrow
Am I right?
Connection to marketing concept and theory
Customer perceived value
The buying decision process
Need recognition
Information search
Purchase decision
Marketing penetration
market development
Full transcript