Abstract
Neuromarketing has aroused great interest in scientific research about consumer behavior and, consequently, in the advertising industry, which is searching for an alternative to traditional techniques for measuring efficacy. However, despite its development in the academic world, in the professional sector, its use is still very limited. The aim of this work was to find out the perception of advertising professionals as regards neuromarketing techniques for identifying its advantages and disadvantages compared to other research techniques, as well as the reasons why the use of neuromarketing is so much lower than expected in the Spanish market. The technique chosen for data gathering was the semi-structured interview, which made it possible to go into more depth with the subjects that came up. The interview, after a pre-selection of 100 professionals who matched the set criteria, was carried out individually, face-to-face, with a sample of 30 people with considerable professional experience in the field of marketing, sales communication, and market research; all of them belonged to leading companies from the sector. Once the information had been categorized into units with common themes, the results obtained were interpreted to explain how neuromarketing techniques are being used in the field of advertising. The results obtained led us to the conclusion that, even though neuromarketing provides more objective data and it is closer to what really happens to consumers when they are exposed to an advertising message, the ignorance of its true possibilities, the inability of suppliers of these techniques to transmit the value they add to research, its complexity, its high cost and time requirements explain why it has had scarce use in advertising research. The results revealed the real reasons for the rejection of neuromarketing techniques which, in turn, will make it possible to introduce both technological and formative solutions, allowing it to be incorporated into future research designs.
Highlights
One of the main objectives of research into marketing communication is to measure its efficiency
Based on these criteria, during the interview preparation stage, to choose the participants of the sample, we identified around 100 people with professional experience in the management of advertising research and sales communication in leading companies, which were related to the object of the study, from different areas linked to market research
It would appear to be more a question of advertisers than geographic zones: “rather than countries, it is a question of the brands that apply these techniques at an international level; there are leading brands who which are the ones which are the ones who position themselves most in the area of emotions.”. With this piece of research, we have reached our main objective: to discover the perception which marketing and communication professionals have of neuromarketing techniques
Summary
One of the main objectives of research into marketing communication is to measure its efficiency. Neuromarketing in Spanish Advertising Industry makes full and accurate knowledge of consumer thinking impossible to obtain Among other aspects, it is worth highlighting the large dependence on the will of consumers and their ability to describe their levels of attention, emotions, preferences, and future purchasing behavior in relation to an advertising campaign which they have been exposed to previously (Pozharliev et al, 2017). It is worth highlighting the large dependence on the will of consumers and their ability to describe their levels of attention, emotions, preferences, and future purchasing behavior in relation to an advertising campaign which they have been exposed to previously (Pozharliev et al, 2017) Another aspect to be considered is linked to the deficiencies when it comes to analyzing the motivations and processes related to the how and why of consumer decision-making (Winer, 2011). The advances in neurosciences in the last decades have opened new channels in the area of market research since they can “provide insight into the consumer’s mindset that traditional marketing test methods cannot offer” (Singh and Jain, 2018, p. 102)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
