Neuromarketing Research Articles

Neuromarketing: State of the Arts

Neuromarketing: State of the Arts

Book review: Darren Bridger, Neuro design: Neuromarketing insights to boost engagement and profitability

Book review: Darren Bridger, <i>Neuro design: Neuromarketing insights to boost engagement and profitability</i>

Invited Frontiers Commentary. Tier Climbing Article: Redefining Neuromarketing as an Integrated Science of Influence

Invited Frontiers Commentary. Tier Climbing Article: Redefining Neuromarketing as an Integrated Science of Influence

The latent of neuro marketing as a marketing contrivance

The aim of the present study is to examine the Latent of Neuro Marketing as a Marketing Contrivance. This paper analyses the importance of Neuro marketing. The method of applying this type of tools in marketing strategies is discussed in detail. The benefit of Neuro marketing for the companies is given as a conclusion. Marketing companies should follow these strategies for benefits both producers and consumers. The results showed that, whereas a Doritos spot stimulated empathy and connection, many of the other expensive advertisement provoked anxiety and fear. Re-searchers noticed that the amygdala, which is a kind of a threat-detector region of the brain, was much more active compared to other brain regions.(Sherman, 2007) The second major important contribution of neuromarketing studies is to understand how consumers make choices during the purchase process. Lee et al. (2007)9 claim that neuro marketing has become a popular technology to establish the probability and non-probability of purchasing decisions. Neuro marketing can be defined as a marketing branch using neuro scientific methods and techniques for analysing and understanding human behaviour with regard to market and important marketing issues.

Consumers Economic Behavior and Emotions: the case of iphone 6 in Neuromarketing

In the current era, consumers’ fascination for many notable brands in the market is rising considerably. This effect shows that many companies are trying to consistently reproduce this effect in their current (and potential) customers and thus look for creating a strong identification with their brand(s), what allows the company to add new economic value. However, the vast majority of these companies finds limitations in the way traditional marketing works to achieve a necessary emotional state for the generation of a brand identification. Thus it is necessary to go further and use more effective tools for the study of consumer behavior. An interesting possibility is the use of Neuromarketing, emphasizing research methods for studying people’s emotion feelings, by facing stimuli related to a specific brand. From this analysis, companies may adjust their commercial and economic strategy to take advantage from their brands competitive positioning in the market.

Advertising, brand and neuromarketing or how consumer brain works

Advertising, brand and neuromarketing or how consumer brain works

Opening the “Black Box” in the Consumer's Mind: Understanding What is Neuromarketing

Neuromarketing(NM) and its predecessor, neuroeconomy, use clinical information about brain functions andmechanisms to help explain what happens in the “black box”, predominant in many explanations aboutconsumer behavior. This paper has the objective of showing the most recent discussions about the concepts andapplications of NM techniques, by means of a literature review. It was found that there is still much controversyabout the scope of what should be considered NM or even if it is a sub-area of marketing or a sub-field ofneuroscience or neuroeconomics. Furthermore, the potential ethical problems of this research have still beenlittle discussed. Although some research has addressed this issue, very little was done to control this line ofresearch to avoid abuse and invasion of privacy by companies or specialized consultancies.

Neuromarketing in Action: How to Talk and Sell to the Brain

Neuromarketing in Action: How to Talk and Sell to the Brain

Neuromarketing in action: how to talk and sell to the brain

Chapter - 00: Introduction Section - ONE: Neuromarketing or the art of selling to the brain Chapter - 01: Marketing and its limitations in understanding human intelligence Chapter - 02: Neuroscience as a way to discover the secrets of human intelligence Chapter - 03: Neuromarketing in question Section - TWO: Selling the marketing and organization strategy to the brains of managers and employees Chapter - 04: Selling the recommendations of the marketing plan to the brain of managers Chapter - 05: Increasing the efficiency of marketers' intelligence Section - THREE: Improving the efficiency of the marketing action: the Neuromarketing method Chapter - 06: Be irresistible: satisfy the customer's senses - Stage 1 of the Neuromarketing method Chapter - 07: Be remarkable: please the customer's brain - Stage 2 of the Neuromarketing method Chapter - 08: Be moving: satisfy customers through their emotions to gain their loyalty and ensure they move up the range - Stage 3 of the Neuromarketing method Chapter - 09: Be unforgettable: satisfy the customer's memory - Stage 4 of the Neuromarketing method Chapter - 10: Be beyond suspicion: satisfy the customer's subconscious - Stage 5 of the Neuromarketing method Chapter - 11: Be irreproachable: satisfy the customer's conscience - Stage 6 of the Neuromarketing method Chapter - 12: Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication Chapter - 13: Neuromarketing in application: sensory marketing in the sales outlet Section - FOUR: Perspectives for today... and tomorrow Chapter - 14: Value innovation to surprise the customer's brain Chapter - 15: Permission and desire marketing to avoid saturation and rejection by the customer's brain Chapter - 16: Interactivity to improve communication with the customer's brain Chapter - 17: Brand policy to reassure the customer's brain Chapter - 18: Quality to enhance loyalty, and legitimacy to leave the customer's brain with a clear conscience

Neuromarketing: Where marketing and neuroscience meet

Neuromarketing is a new field where brain science and marketing meet. The emergence of brain imaging encourages marketers to use high-tech imaging techniques to resolve marketing issues. Marketers and advertisers have exploited the results of many brain imaging studies to know what could drives consumer’s behavior. They have found out that some marketing actions can generate added satisfaction in a placebo-like manner. The findings of the human reward system studies also play an important role in neuromarketing research. The number of neuromarketing studies is growing and the findings are important for marketing research. However neuromarketing suffers from many limits that are a barrier to its development. Through this article, we attempt to give an overview on neuromarketing and its neural correlates while provide a perspective toward the use of field for less commercial purposes. Key words: Neuromarketing, neuroscience, marketing, reward system, marketing placebo effect.

Book Review: Neuromarketing: Exploring the Brain of the Consumer

Book Review: Neuromarketing: Exploring the Brain of the Consumer

Neuromarketing: Consumers and the Anchoring Effect

The model of economic analysis used on the market by companies has shown too much inability to the explanation of problems arising from the economic man's decision. So that alternative theories have been developed by a conventional series of renowned scientists and institutions. The need of an alternative has generated several different approaches. It is the case of the analysis of behavioral economics, represented in this study by neuromarketing. Theoretical view in the study of the anchoring effect of prices in the consumer's mind is presented. This study evidences the existence of the anchoring effect of prices in consumer decision of students from business courses of the city of Belem - PA (Brazil).

Neuromarketing, the cheaper way of getting insights into consumers needs

Neuromarketing, the cheaper way of getting insights into consumers needs