By Giuseppe Rohr, 1297528
What is Neuromarketing?
Neuromarketing is a new field of study, which combines neurosciences and marketing. It studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli, by using medical technologies, such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG) and steady state topography (SST). Researchers aim to measure brain activity in response to certain stimuli and changes in consumers’ physiological state (heart rate, respiratory rate, galvanic skin response) to learn and understand what actually happens in consumers’ brain, why consumers make the decisions they do and what part of the brain is telling them to do it. Neuromarketing enables us to obtain a more objective insight into human information processing and emotional phenomena. In 2005 VBS, the advertising sales operation for MTV, VH1 and Nickelodeon, presented the results of an interesting neuromarketing study. The study was conducted at a London hospital, using a group of people aged between 18 and 34. The experiment measured brain activity while TV ads were screened. It found that advertising content that is relevant to the programme environment in which it appears is on average is 24% more likely to generate brain activity in the areas of the brain commonly associated with advertising effectiveness. The study also found that advertising generates more brain activity than the programming in which it appears, if it is relevant. Nick Bampton, managing director of VBS, said: "We are all too concerned with relative price rather than focusing on advertising effectiveness, which is the key driver for return on investment." This study clearly shows at least one way how neuromarketing could improve the effectiveness of advertisement. This is a really simple application, though. Hopefully, as the studies will go on, there will be more important findings on how our brain works. Criticism
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