The Effects of Neuromarketing in Consumer Behavior
The Effects of Neuromarketing in Consumer Behavior
Neuromarketing helps many companies and academics to understand how the neurons in our brains behave in such a way that stimulates and influences our desire to consume products from a particular brand. The purpose of my research was to find out what influences my buying decisions referencing the book Buy-ology by Martin Lindstrom, which talks a about a Neuromarketing study that used 2,000 volunteers from around the world and related to the concepts learned in Consumer Behavior class.
A personal consumption Journal is an excellent source of information that describes in detail my personal consumption experiences helping me to be more attentive of my consumer habits when marketers try to influence my judgment towards a product. The journal of Stephen J Gould states that “introspection involves the provision of verbal data about one’s own experiences that are consciously available only to oneself”. The data I collected with my journal was important and useful because it gave me the opportunity to compare the findings of Lindstrom with my personal experiences as an active consumer of a capitalist society.
The journal was a challenging task for me because it took me a long time to be adapted to maintain up to date the log, eventually it became a routine.
My consumer journal revealed that I was constantly seduced by companies to buy more products of their brand using my sensory receptors to attract my attention. An example was Victoria secret, my favorite lingerie and beauty store that seduce me to enter the store with an appealing smell and a mannequin wearing beautiful lingerie. Once you walk into the store there is a feeling of privacy and comfort. A quote from my Journal says “the lovely smell and texture of the Victoria secret cream increase my desire to come back and buy more products”. I immediately related my experience with the concept learned in class about sensation which is the instant reaction of the
Neuromarketing helps many companies and academics to understand how the neurons in our brains behave in such a way that stimulates and influences our desire to consume products from a particular brand. The purpose of my research was to find out what influences my buying decisions referencing the book Buy-ology by Martin Lindstrom, which talks a about a Neuromarketing study that used 2,000 volunteers from around the world and related to the concepts learned in Consumer Behavior class.
A personal consumption Journal is an excellent source of information that describes in detail my personal consumption experiences helping me to be more attentive of my consumer habits when marketers try to influence my judgment towards a product. The journal of Stephen J Gould states that “introspection involves the provision of verbal data about one’s own experiences that are consciously available only to oneself”. The data I collected with my journal was important and useful because it gave me the opportunity to compare the findings of Lindstrom with my personal experiences as an active consumer of a capitalist society.
The journal was a challenging task for me because it took me a long time to be adapted to maintain up to date the log, eventually it became a routine.
My consumer journal revealed that I was constantly seduced by companies to buy more products of their brand using my sensory receptors to attract my attention. An example was Victoria secret, my favorite lingerie and beauty store that seduce me to enter the store with an appealing smell and a mannequin wearing beautiful lingerie. Once you walk into the store there is a feeling of privacy and comfort. A quote from my Journal says “the lovely smell and texture of the Victoria secret cream increase my desire to come back and buy more products”. I immediately related my experience with the concept learned in class about sensation which is the instant reaction of the
References: • Gould, Stephen (1995), Journal of Consumer Research, (18): 194-207 • Martin Lindstrom, (2008), Buy-ology, Truth and lies about why we buy, Random House. • Leon Schiffman and Leslie Kanuk, (2010), Consumer Behavior, 10th edition, Prentice Hall • http://www.pitpass.com/fes_php/pitpass_news_item.php?fes_art_id=40602