neuromarketing

• Neuromarketing

https://store.theartofservice.com/the-neuromarketing-toolkit.html

Marketing ethics - Neuromarketing ethics

1 The Neuromarketing Science & Business Association has launched

on November 2012 a Neuromarketing Code of Ethics


Neuroeconomics - Neuromarketing

1 Neuromarketing is a distinct discipline closely related to

neuroeconomics. While neuroeconomics has more academic

aims, since it studies the basic mechanisms of decision-making,

neuromarketing is an applied field which uses neuroimaging tools for

market investigations.


Neuromarketing

1 Neuromarketing research raised interest for both academic and business side


Neuromarketing

1 Companies such as Google, CBS, and Frito-Lay amongst others have used neuromarketing research services to measure consumer thoughts on their

advertisements or products.


Neuromarketing

1 The word neuromarketing was coined by Ale Smidts in 2002.


Neuromarketing - History

1 An example of this is seen in the decision processing of Neuromarketing, system 1 and

system 2.


Neuromarketing - System 1 and System 2

1 Based on the Neuromarketing concept of decision processing,

consumer buying decisions rely on either System 1 or System 2

processing or Plato’s two horses and a chariot


Neuromarketing - The neuromarketing concept

1 The neuromarketing concept was developed by psychologists at Harvard University in

1990



1 The base of neuromarketing is '“meme”'^ a b c d Dawkins, Richard

(1989), The Selfish Gene (2 ed.), Oxford University Press, p



1 Best-known technology of neuromarketing was developed in

the late 1990s by Harvard professor Jerry Zaltmen (Gerald Zaltman), once

it was patented under the name of Zaltman Metaphor Elicitation

Technique (ZMET)


Neuromarketing - Criticism

1 Jeff Chester, the executive director of the organization, claims that

neuromarketing is “having an effect on individuals that individuals are not

informed about



1 Major corporations and research firms are jumping on the

neuromarketing bandwagon, because they are desperate for any novel

technique to help them break through all the marketing clutter



1 Advocates nonetheless argue that society benefits from neuromarketing innovations. German neurobiologist Kai-Markus Müller

promotes a neuromarketing variant, neuropricing, that uses data from brain scans to help companies identify the highest prices

consumers will pay. Müller says everyone wins with this method, because brain-tested prices enable firms to increase profits, thus

increasing prospects for survival during economic recession.


Neuromanagement - Neuromarketing

1 Neuromarketing research is mainly composed of neuro-consumer

behavior, neuro-marketing strategy and neuro-advertising.


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neuromarketing

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