Neuromarketing Article Name

NeuromarketingArticle Summary

Article1 summary: Neuromarketing

Neuromarketinginvolvestheuseof technology to carryout brainscans that showthementalprocessesthat occurwhenpeoplepurchasevariouscommodities.Thisinformationis importantformarketers whowill alwaysstriveto understandwhatdrivesconsumersto makepurchasingdecisions(Eser, Isin &amp Tolon, 2011). Traditionally, marketers usedquestionnairesandfocusgroupsto understandwhatdrivescustomers.However,there is a changein thisstrategyas companiesstriveto determinewhat influencescustomersto makecertaindecisions.

Theapproachusedis functionalmagneticresonanceimaging to mapthebloodflowin variouspartsof thebrainwhenbuyersare makingpurchasedecisions.Assuch,researchers usethisinformationto figureout whatgoeson in themindof buyingwhentheyare buyingvariouscommodities.Whenconsumersmakepurchasedecisions,there are severalareasof thebrainthat haveincreasedneural activity.Assuch,advertiserswill displayvariousmessagesto consumers,andwhenthere is increasedneural activitywhenever an imageisdisplayed,itwill be usedin theadvertising.Suchproductswill thenbe usedby theadvertisersto geta responsein themedialprefrontal cortex of thebrain,leadingto increasedsaleswithin theorganization.

Aresearchwasconductedwherebypeople,connectedto magneticresonanceimaging, weregiventwo samplesof drinks.Based on thetastealone,manyof them preferredthePepsi sample.However,once theywereinformedthattheothersamplewasCoke, their neural areasappearedto lightup whentheyweretakingthesample(Eser,Isin &amp Tolon, 2011). Thiswasattributedto thefactthatconsumerswererecallingpastimagesassociatedwith theproductandnot thecurrenttaste.Neuromarketing equipmentis quitecostly,however,based on thepastexperiencesitis agoodinvestmentby a companysince itis slightlyabove thecostof otherresearchmethods.Participantswhotookpartin theprocessreportedly foundtheprocessfascinatingdueto its useof technology.

However,severalfactorsaffecttheapplicationof neuromarketing. Theseincludetheinterestandparticipationof peoplein relationto theprocess,awarenessandknowledgeof thesubjectandtheethicsrelatedto neuromarketing. Certainclassesof professionalssuchas neurologists are receptiveto theprocess,unlike academics. One reasonforthisis thatprofessionalsare usedto changesin theenvironmentto obtaincompetitiveadvantage.Academics are usedto establishedfactsandstatistics. To ensureneuromarketing isadoptedin thefuture,there has to be integrationof all theabovefactors.Article2 summary: Mindreading

Thearticleanalysestheprocessof neuromarketing andwhetherthisapproachwill providean improvedsolutionto determinecustomerpreferences.Neuromarketing involvesthefusionof neuroscience andmarketresearch,enablingmarketers to getinto themindsof potentialconsumersandto determinewhattheywant.Althoughmanypeoplewereagainst theprocessin thepast,theprocessis gainingacceptance(Lawton &amp Wilson, 2010). Traditionally, themethodsusedby marketers to determinecustomers’preferenceweretheuseof focusgroupsandquestionnaires.Thedisadvantageof suchquestionnairesis thatitwasbasedon thethoughtsof therespondents. Such an approachmay not correctlyreflectthelogicof makingdecisionssince someactionsoccurdue to our subconscious.

However,researchers havedeterminedthatthere are multiplefactorsthat affectour decision-making processessuchas emotionsthat determineconceptssuchas brandloyalty.Assuch,well-knownbrandscan overrideour rationalchoicesby triggering positiveemotions.Theseemotionsenableto buildlongtermemotionalbondswith theparticularbrands.Studiesalsoestablishedthatthere are productsthat trigger brainactivityfirein anticipationof rewardingstimulisuchas sex,foodandaddictive drugs.Theteamfoundthatimagesof sportscaregeneratedincreasedactivityin thesebrainareasthan imagesof commoncars.

Companies,therefore,usethisapproachto determinewhethertheir adverts will be ableto trigger therewardcenterswithin thebrainof potentialcustomers.Theywill, therefore,useneuromarketing to measuretheemotionalresponsegenerated(Lawton&amp Wilson, 2010). Themethodusedby neuromarketing companiesto readthebrainactivitywithin thebrainis fMRI. Despite thebenefitsof thisprocess,there are severaldisadvantagesto theprocesssuchas thetechnicalaspectof theprocessandthehighcostsinvolved.Forthisprocessto be effective,testsubjectsmust staystillforextendedperiodsof timeto collectthenecessarydata.

Theotheroptionis theuseof EEG, wherebrainactivityismeasuredby useof electrodesattachedto thescalp, givingresearchers realtimeresults.Theseprovideinformationbased on three factors,whethertheimageelicitedemotions,whetheritwasmemorableandwhetheritpaidattention.Ifa productdoesnot meetthesethree conditions,thenitwill not succeed.There havebeensufficienttestscarriedout which showtheimportanceof thisfield,as such,manycompaniesare usingthismethodas one of their marketresearchstrategies(Lawton&amp Wilson, 2010). However,there are ethicalconcernsin relationto theuseof neuromarketing. Somepeopleare concerned thatcompanieswill usethisapproachto designproductsthat peopledonot requirebutwhich trigger their brains.Companiesinvolvedclaimthattheir aimis to helptheir variousclientsto determinewhattheir clientswant.

References

Eser,Z., Isin, B., &amp Tolon, M. (2011). Perceptions of marketingacademics, neurologists, and

marketingprofessionals about neuromarketing. Journalof Marketing Management,27,854–868-854–868.

Lawton,G., &amp Wilson, C. (2010). Mind-Reading Marketers. NewScientist,207(2772).