The Effects of Neuromarketing in Consumer Behavior

Topics: Marketing, Tobacco, Price Pages: 6 (2050 words) Published: February 17, 2011
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 sensory organs to a stimulus. Companies try to create unique scents for their products in order to remain in the mind of the shoppers. One example is the Johnson and Johnson’s baby cream that just by a quick smell of the product; you will be immediately transported to your childhood memories. Lindstrom states that these kinds of associations are why companies use the smell of vanilla which is found in breast milk. An experiment carried out by a clothing store revealed that when the vanilla scents were sprayed across the women’s department, sales of the female merchandising increase in high numbers. Today companies are more frequently adopting the Sensory branding because if the consumer perceives a enjoyable scent with an attractive and seductive product, we are more likely to remember the product making it easy to the company to stay in your subconscious. Many companies around the world are using Neuromarketing to meet success in launching their new product. One example is Christian Dior, which scanned its new perfume J’adore to a series of FMRI studies to determine its ad placements in the market. As a result, they gathered a great success in selling their perfume J’adore and coincidentally having me as one of their loyal consumer. Neuroscience is so powerful that can even determine by brain scans how much a consumer is willing to pay for a good or service. Lindstrom conducted a series of studies on how a consumer perceives prices and if it had an influence on the decision of buying the product. He says “When subjects view luxury products such as Louis Vuitton and Gucci being sold at full price, both the nucleus accumbens and the anterior cingulated light up, showing the pleasure of anticipatory reward mixed with the conflict about buying such an expensive doodad. But when consumers are shown the same products at a significant discount, the “conflict” signal decreases as the reward activation simultaneously goes up” (Lindstrom, 2008, 197). In my log, I...
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