Neuromarketing is an emerging field that uses neuroscience techniques like EEG and eye tracking to understand unconscious consumer responses to marketing stimuli. It provides insights that can't be obtained through traditional marketing research methods. Neuromarketing aims to predict consumer choices by linking them to specific brain regions, and uses quantitative data collected before product launches to increase their chances of success. One model in neuromarketing looks at the five psychological stages consumers go through in their relationship with brands: identifying information about a brand, experiencing it through the senses, integrating it into their identity, signaling it to others, and feeling a sense of community with other users.
Neuromarketing is an emerging field that uses neuroscience techniques like EEG and eye tracking to understand unconscious consumer responses to marketing stimuli. It provides insights that can't be obtained through traditional marketing research methods. Neuromarketing aims to predict consumer choices by linking them to specific brain regions, and uses quantitative data collected before product launches to increase their chances of success. One model in neuromarketing looks at the five psychological stages consumers go through in their relationship with brands: identifying information about a brand, experiencing it through the senses, integrating it into their identity, signaling it to others, and feeling a sense of community with other users.
Neuromarketing is an emerging field that uses neuroscience techniques like EEG and eye tracking to understand unconscious consumer responses to marketing stimuli. It provides insights that can't be obtained through traditional marketing research methods. Neuromarketing aims to predict consumer choices by linking them to specific brain regions, and uses quantitative data collected before product launches to increase their chances of success. One model in neuromarketing looks at the five psychological stages consumers go through in their relationship with brands: identifying information about a brand, experiencing it through the senses, integrating it into their identity, signaling it to others, and feeling a sense of community with other users.
Neuromarketing is an emerging field that uses neuroscience techniques like EEG and eye tracking to understand unconscious consumer responses to marketing stimuli. It provides insights that can't be obtained through traditional marketing research methods. Neuromarketing aims to predict consumer choices by linking them to specific brain regions, and uses quantitative data collected before product launches to increase their chances of success. One model in neuromarketing looks at the five psychological stages consumers go through in their relationship with brands: identifying information about a brand, experiencing it through the senses, integrating it into their identity, signaling it to others, and feeling a sense of community with other users.
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NeuroMarketing
Introduction: What is neuromarketing?
Neuromarketing is an emerging field and it bridges „consumer behaviour” with
neuroscience. It brings toghether neuroscience, psychology and marketing. The term „neuromarketing” cannot be attributed to a particular individual as it started appearing somewhat organically around 2002. It means the application of neuroimaging tehnniques to sell products and brings a lot of changes in business approach. Neuromarketing helps to find out how to influence consumers to buy a product. When we talk about neuromarketing, we must analise it in contrast with traditional marketing since it grows as a distinct area of practice and research. Despite traditional model such as focus groups, preference questionnaires, simulated choice methods and market tests, neuromarketing uses numerous neuroscientific methods to record electrical and metabolic brain’s activity of an individual. Other methods, intrstruments and tehniques neuromarketing include, but are not limited to eye-tracking, measuring the psychophysicological reactivity and electroencephalography. Neuromarketing thus stands for a collaboration between neuroimaging and marketing researchers and shows how we interact, relate and behave in the context of markets and organisations. It provides additional better information than the traditional marketing methods. Because marketing research is based on commercial interests and, of course, it heavily engages business, neuromarketing helps to reveal subconscious responses of consumers to marketing stimuli. Usually, neuromarketing concerns the evaluation of relationships between various stimuli in order to influence people to buy certain products by creating the right environment, instilling the right message; the success of all this steps is based on neurological humans correlations. All this human correlation can be seen and noticed by exploring their reactions. The „science of brain” measures several commercial effectiveness indicators: emotional engagement, memory retention, purchase intention, novelty, awareness and attention. The innovation level of a marketing stimulus can ensure the success of a commercials campaign. Neuromarketing is usually used for its precision. It is hard for the subjects to control their behaviour and, implicit, their reactions, but the behaviour is not hard to be affected and influenced. Although, the difficulty appears when we notice that there are many differences in the ways how people respond to this stimuli and factors. The objective of neuromarketing is focused on brands and on consumer behaviour. Another essential point when we talk about neuromarketing is the challenge to anticipate predictable and unpredictable consumers choices. Predictions are linked by certain brain regions which can influence their behaviour. Nowadays, neuromarketing provides information which cannot be retrieved by means of classical marketing. The main advantage which is brought in business domain by neuromarketing is that its tehniques which harvest quantitative data may be used before launching a new product thus increasing the chances of success for that particular launching. Given this considerations, the purpose of this paper is to present how neuromarketing works as an interdisciplinary research fields in the business world. The study case detailed in the second part presents key findings about the links between human brain and how it reacts to stimuli taken from the external environment. As a result, we have tested the current conceptual framework versus data extracted from current research. This analysis suggests that if the human behaviour is analised using accurate research tools, it can provides a lot of useful information for business. When all this information is well interpreted, well corelated with human indicators and with human reactions, it leads to substantial changes and improvements of current and future marketing strategies.
1. The consumers-psychology model of brands
Consumers know, experience, understand and respond in many different ways to characteristics of brands. This all happens because „consumers have different levels of psychological engagement because of needs, motives and goals” („The consumer psychology of brands”). It must be said that „the brand is viewed from an interpersonal and socio-cultural perspective and provides a sense of community.” Regarding relation between consumers and brands, there are five stages: identifying, experiencing, integrating, signaling and connecting. Identifying refers at that stage when the buyer searches and collects information about brand, its category and related brands. Here it exists another three steps in consumer’s brain, like: brand categorization, associations with the brand and inter-brand realations. The categorization of a brand can be established verbally, visually through physical proximity, or through design. Brand associations means that in conusmer’s memory made up links and nodes to correlate products with a certain brand. Brand association are structured on generality („some associations may be held about the overall brand, while others may focus on exemplars of the brand”) („The consumer psychology of brands.”). Inter-brand relations reffers to the relations that the brand has with other brands. „Brands become contextualized when brands are compared to other brands.” Next stage, experiencing, includes sesnsory percesption of the brand, brand affect and brand paticipation. Through characteristics of products as smell, sight, sound, touch and taste a brand can influence the consumer.
