NeuroMarketing

What is NeuroMarketing?

• NeuroMarketing is a new field of marketing that studies consumers‘:– Sensorimotor, – Cognitive, – Affective response to

marketing stimuli.

NeuroMarketingHistorical 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.

NeuroMarketingMain 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.

NeuroMarketingMain 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.

NeuroMarketingOutcomes

• 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.

NeuroMarketingImportant

• The new approach of NeuroMarketing and its main effects can be potentially subliminal.

NeuroMarketingImportant

• 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.

NeuroMarketingWhat 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.

NeuroMarketingMain 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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