Neuromarketing

As neuromarketing (also called " Consumer Neuroscience" ) the application of neuro- economic approach is referred to in the context of sales management issues. While neuroeconomics attempts to understand economic decision-making processes with the aid of neuroscientific methods and explain uses neuromarketing same methods and derived from the neuroeconomics findings to optimize marketing processes. Neuromarketing is thus an interdisciplinary field of research in the field of market research, at the interface between marketing and neuroeconomics.

Assumptions

The core assumption underlying the neuromarketing says that economic decisions are based largely on unconscious processes running. ... most decisions are very much determined by emotions and are far less rational ... than we think. ... This has the consequence that consumers do not have all a purchase decision influencing designs can be aware of and that they can therefore give no information on this even with the largest cooperation. Through the use of neurocognitive methods is hoped that a more direct access to the human brain, than is possible with traditional market research tools, in order to derive information about said unconsciously running processes.

Methods

The two most commonly used methods in neuromarketing are electroencephalography ( EEG for short ) and functional magnetic resonance imaging ( fMRI shortly ). However, the latter is due to the associated costs of a study often only for financially strong companies. Both methods are gladly combined with other psychological methods such as skin conductivity measurement, eye movement measurement or the measurement of the heart rate.

Objectives

Neuromarketing in the corporate context has to optimize the target marketing activities such as advertising, brand management, product information, but also the audience segmentation and ad placement to enable better communication with potential customers.

Criticism

The accuracy and relevance of neuroscientific measurements is controversial. This has meant that the validity of the methods used in neuromarketing has itself become the object of investigation.