Neuromarketing Article Summaries
NEUROMARKETING ARTICLE SUMMARIES 9
The article “Neuromarketing: The New Science of Consumer Behavior”argues how neuromarketing as an emerging field has the capability ofenhancing the success of commercial, as well as cause-relatedadvertising communication globally.
The key concept is that with neuromarketing becoming morewidespread, marketers will have to apply it to succeed inadvertising. Morin refers to neuromarketing as “an emerging fieldthat bridges the study of consumer behavior with neuroscience”(2011, p. 131). The article is an evaluation of the up-and-comingfield of neuromarketing, and proposes that the field has thecapability of notably enhancing the efficiency of not justcommercial, but cause-related advertising communication globally. Thephrase started to appear in 2002, when some American organizationsstarted to provide neuromarketing study, as well as consultingservices supporting the employment of technology and knowhow derivingfrom the areas of cognitive neuroscience (Morin, 2011). The study wasable to link neuromarketing to marketing via promoting the value ofassessing consumer conduct from a brain perspective (Morin, 2011).Morin (2011) also notes that neuromarketing study has resulted in therealization of neuroimaging as an important factor to consider formarketers studying consumer behavior.
The article provides helpful information to marketers on how theycan apply neuromarketing to understand consumer behavior. This isevident through the explanation of how neuroimaging methods haveprovided interesting methodological substitutes to comprehendingconsumer behavior during marketing. The methods enable marketers toquestion the brain of the consumer to acquire helpful closure on thesubconscious procedures, which inform why a message becomes effectiveor ineffective (Morin, 2011). Marketers achieve this via theelimination of the major issue, common advertising study encounters,which involve trusting that individuals have the desire andcapability of reporting the impact of a particular advertisement onthem (Morin, 2011).
Neuromarketing is rapidly becoming common. Advertising groups arestarting to comprehend the relevance of foretelling the impact ofcampaigns through employing brain-founded tools like “eye tracking,EEG or fMRI” (Morin 133). The current weakened economy progressesto pressurize executives to foretell and calculate the gains from thelarge-scale investment in advertising campaigns. Bearing in mind allthese aspects depicts the requirement for innovative advertisingstudy employing current brain discoveries (Morin 133). Thisdemonstrates that marketers have a lot to gain from neuromarketing,which involves triggering the brain to react to specific information.Thus, there are particular guidelines, which ought to be in use inadvertising to optimize information processing at brain level. Due tothe massive amount of data the brain gets daily, it is necessary toensure the message communicate directly to the consumer to make anadvertisement effective. Such measures can only be attained throughneuromarketing, as explained in the article.
The article is on the effectiveness of neuromarketing in ensuringsuccessful advertising. The author argues that through studyingconsumer behavior, it becomes easier for marketers to becomesuccessful in their advertisements. Evidence to support the argumentderives from an analysis on how neuromarketing study relates tomarketing. The evidence is properly organized, starting with thehistory of neuromarketing, areas of cognitive neuroscience, and alink between neuromarketing and marketing. The reason for choosingthe article is that it provides an in depth analysis on the emergingfield of neuromarketing. It is easy to read the article as it hasbeen divided into subheadings. The article is not challenging, butrewarding in explaining how neuroimaging methods have providedinteresting methodological substitutes to comprehending consumerbehavior during marketing.
In “The Contributions of Neuromarketing in Marketing Research”,Hammou, Galib and Melloul (2013) aim at explaining the effectivenessof neuromarketing in enhancing consumer behavior.
The main concept is that neuromarketing influences consumer behavior.Consumer behavior is a key success and important factor to understandfor any company that aims at becoming successful in its advertising.The authors demonstrate that the changes in society are alsoresulting in how consumers respond to products (Hammou, Galib andMelloul 2013). Thus, companies that progress to employ traditionalmarketing methods are unlikely to become successful in influencingconsumer behavior towards purchase of their products. The articlesuggests that to acquire immediate and precise response concerning aproduct, or brand, organizations will have to minimize their relianceon conventional focus groups, as well as different traditionalmarketing approaches. Information obtained from focus groups may beunreliable. This results in the introduction of why companies shouldconsider neuromarketing. Unlike focus groups that provide collectedinformation, brain signals are more dependable in delivering truthfulfeelings and perceptions. Neuroscience demonstrates that humanactions are initially filtered by emotions (Hammou, Galib and Melloul2013). What people look at and what they concentrate on are filteredthrough the emotional condition.
The article is a good piece, which starts by explaining theimportance of neuromarketing to consumers. The authors also explainassociated challenges and the best way to employ neuromarketing.According to Hammou, Galib and Melloul (2013), companies are able touse neuromarketing to better comprehend their target audience’smethods of making decisions to design improved products as well asservices. Every buyer’s decision entails diverse regions of thebrain, which are triggered to different directions by diverseaspects. Successful advertising begins by comprehending each of theseunique decisions.
However, despite the remarkable contributions of neuromarketing inmarketing research, there are associated challenges. There are manychallenges attributed to neuromarketing methods. These involve costand fMRI equipment complexity (Hammou, Galib and Melloul 2013). Theequipment costs millions, which is dependent on the resolution, anddiffering variables like software expense, how to maintain hardware,professional costs, in addition to the expensive procedure employedin cooling the machine’s magnetic coils, which have the potentialof raising the entire cost per research compared to traditionalmarket study methods (Hammou, Galib and Melloul, 2013).
Despite the limitations, the information obtained fromneuromarketing is far more useful than conventional researchtechniques. Neuroscience has depicted that a consumer purchases aspecific product not due to the characteristics, expense or messageused to advertise. Rather, the decision arises from the foundation ofan intuitional association with the products brand. The views ofconsumers develop with time and experiences, which assist inextorting evaluations from the mind of the consumer (Hammou, Galiband Melloul, 2013).
I think that the article is an effective in its presentation. Itexplains how companies are capable of understanding the human mindthrough neuromarketing. Such an understanding makes it possible toattain effective marketing.
“What is neuromarketing? A discussion and agenda for futureresearch” is an article that defines neuromarketing, drawing fromneuroeconomics and neuroscience.
Lee, Broderick and Chamberlain (2007) define neuromarketing as theuse of neuroimaging to conduct market study. There have been severalagencies providing neuroimaging alternatives to commercial marketingchallenges. The authors note that the concept of assessingneurological connections of consumer conduct has resulted insignificant excitement in marketing (Lee, Broderick and Chamberlain2007). The article informs that when endeavoring to understandneuromarketing, it is necessary to comprehend the contribution ofneuroscientific techniques in the comprehension of marketing-relevanthuman conduct. Specifically, self-evaluation techniques employed inmarketing study depend completely on the capability and will of therespondent to be precise in reporting their attitudes. With suchresearch collection methods, physiological reactions are difficult tocollect when the respondents are taking part in their conduct. Suchlimitations are not traced in neuromarketing, which makes it aneffective strategy for marketing.
The article demonstrates that neuroscientific methods have beenemployed on an ad-hoc foundation to evaluate the marketingchallenges. Additionally, there has been increasing interest in thearea of neuroeconomics. This has depicted to have a remarkableoverlap with overlapping marketing study. The authors have endeavoredto demonstrate that the widespread neuroscientific view ofneuromarketing is unethical, flawed, and possibly dangerous. Hence,it should not be used in scholarly market study. Lee, Broderick andChamberlain (2007) also question why marketing study should beincapable of gaining from neuroimaging in the same extreme aseconomics study. This results in the conclusion that the area ofneuromarketing needs to be perceived as a justifiable, as well asrelevant sector for prospect study, which will enable organizationsto completely comprehend human conduct in a tremendously relevantcontext. Using neuroimaging to marketing study issues permits thecomprehension of the effect of marketing methods, in addition togaining closure on major issues concerning business associations.
An important aspect of neuroimaging, which needs to be understood,is that neuroimaging study is progressively altering. This is bothtechnologically and insightfuly, towards what action and procedure inseveral regions of the brain precisely implies. For instance, astechnology develops, people are more capable of calculatingfrequency, temporary and spatial traits of brain action in a moreprecise manner, as well as in a complimentary technique. Thus,resulting to advent insight in past well-agreed brain actions andregions of activity. An area like neuromarketing enhances the “layerof theory” to the precise “cortical action measure” (Lee,Broderick and Chamberlain, 2007, p.3).
I think the article has been effective in availing a view inneuromarketing that does not just focus on commercial uses. Rather,the authors also focus on the evolving nature of neuromarketing. Italso explains how various factors of advertising prompt negativeimpacts, like overconsumption.
Hammou, K., Galib, H., & Melloul, J. (2013). The Contributions ofNeuromarketing in Marketing Research. Journal of ManagementResearch, 5(4), 20-33.
Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is‘neuromarketing?’ A discussion and agenda for future research.International Journal of Psychophysiology 63,199-204.
Morin, C. (2011). Neuromarketing: The New Science of ConsumerBehavior. Soc, 48, 131-135.