{"id":31597,"date":"2014-07-29T10:56:49","date_gmt":"2014-07-29T15:56:49","guid":{"rendered":"http:\/\/webirix.com\/?p=31597"},"modified":"2014-07-29T10:56:49","modified_gmt":"2014-07-29T15:56:49","slug":"neuromarketing","status":"publish","type":"post","link":"https:\/\/webirix.com\/en\/neuromarketing\/","title":{"rendered":"NeuroMarketing"},"content":{"rendered":"

\"neuro\"<\/a><\/p>\n

What is NeuroMarketing?<\/strong><\/p>\n

Neuromarketing studies the brain processes of people and their changes during decision-making in order to be able to predict consumer behavior. It is part of the neurosciences.
\nNeuromarketing identifies the areas of the brain that are involved in the process of buying a product or selecting a brand.<\/p>\n

Neuromarketing can be used in multiple areas of marketing, such as:<\/p>\n

\u2022 Market research
\n\u2022 Customer behavior research
\n\u2022 Validation of television commercials
\n\u2022 Design of products
\n\u2022 Advertising impact<\/p>\n

Neuromarketing allows predicting consumer buying behavior and identifying the emotional impact produced by my product or service, without asking the consumer questions (evaluating the brain).<\/p>\n

2. Technologies used in NeuroMarketin<\/strong>g<\/p>\n

The four most commonly applied technologies in NeuroMarketing are:<\/p>\n

\u2022 Functional Magnetic Resonance Imaging (fMRI)<\/strong>: This technology allows monitoring of physiological functions. The fMRI is expensive but generates very complete and reliable results.
\n\u2022 Encephalography (EEG)<\/strong>: This technology measures electrical changes in the brain. EEG is the cheapest and most accessible technique.
\n\u2022 Magneto Encephalography (MEG)<\/strong>: this technology measures the magnetic changes that occur in the brain.
\n\u2022 Tomography (PET)<\/strong>: this technology consists of\u00a0monitor physiological functions<\/strong>\u00a0that can suffer alterations with brain activity such as metabolism, blood flow, blood volume and oxygenation of the blood.<\/p>\n

3. What characteristics does NeuroMarketing measure?<\/strong><\/p>\n

NeuroMarketing measures brain waves taking three characteristics: attention, emotion and memory.
\n\u2022 Attention:<\/strong>\u00a0This feature is the easiest to achieve in an ad.
\n\u2022 The emotion:<\/strong>\u00a0This characteristic must go up and down permanently to be good because if the emotion is very high for a long time it can cause exhaustion.
\n\u2022 The memory:<\/strong>\u00a0This feature is the most difficult to achieve. If it is successful, it means that the ad is good since the person will remember it after seeing it.<\/p>\n

4. Success stories in the use of NeuroMarketing<\/strong><\/p>\n

4.1. Pepsi Challenge<\/strong><\/p>\n

The neuroMarketing test called the\u00a0Pepsi challenge<\/a>\u00a0It consisted of the following: a group of people were asked to taste two drinks that had no visual identification. The result was surprising since more than\u00a050% of people chose Pepsi<\/strong>, when Pepsi had 25% wax from the cola market.
\nA neuroscientist named Read Montague, repeated the experience but this time seeing the marks, which he visualized brain activity through MRIs. It was identified that the area responsible for the positive reward of the brain was activated with both drinks, however it was identified that another area of the brain was activated when the brand was known. Regarding the preference the\u00a075% of people chose Coca Cola,<\/strong>\u00a0which matches the actual market share at that time.<\/p>\n

4.2. Sony Bravia<\/strong><\/p>\n

They were evaluated\u00a0two Sony Bravia TV commercials<\/a>\u00a0with neuroMarketing and a significant difference was identified in the emotions generated by the two commercials: one generated positive emotions and the other generated negative emotions. It is important to note that these types of findings are difficult to obtain with other research systems.<\/p>\n

Fountain:<\/p>\n

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