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17 Cards in this Set
- Front
- Back
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Define neuromarketing |
An emerging interdisciplinary sub-field of marketing which use neuroscience methods such as brain imaging and physiological measurements to study the brain’s responses to marketing stimuli |
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What is neuromarketing used for? |
- advertising effectiveness - television commercialoptimization - package design - website optimization - improving gaming experiences |
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Name some different traditional marketing methods |
→ Surveys → Focus groups → Personal interviews → Observation → Online research methods |
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What are the three different neuroscience techniques |
- Input/Output modles - External reflexes - Internal reflexes |
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What are Input/Output models?
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Models that neurologists use to get access to the brain by systematically analysing the results of exposure to certain stimuli; the output resulting from such stimuli reveals people’s reactions or behaviours |
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What are some examples of external reflexes? |
- body language - facialcoding - eye tracking - pulse |
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What are examples of internal reflexes? |
- EEG - fMRI - MEG - TMS |
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What are some different Neuromarketing tools? |
1. Eye tracker: used to determine where consumersfocus attention (measuring gaze direction and pupil dilation) 2. Facial expression recognition: universalcodes; 6 main facial expressions: happiness, surprise, fear, disgust, anger,sadness 3. Functional Magnetic Resonance Imaging (fMRI): measures the brain activity by detecting changes associated withblood flow and metabolic activity in a specific area of the brain 4. Electroencephalography (EEG): anelectrophysiological monitoring method to record electrical activity of thebrain |
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What are some limitations of Neuromarketing? |
→ The studies are very cost and time intensive, and are associated with legal and moral considerations → The emerging field of Neuromarketing reveals that knowledge has plasticity → The validity of the studies → The great majority of neuroimaging studies suffer from the illusion of explanatory depth |
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What are some advantages of consumer neuroscience? |
→ Observation of brain activity provides an objective perspective → Strategic behaviour and social desirability can be eliminated, since study participants have little or no influence on their brain activity as measured → Consumer researches using brainimaging techniques might be able to capture infos about the brain simultaneous to the moments of perception, processing and decision making |
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What is Electroencephalography (EEG) |
A test that measures and records the electrical activity of your brain → Electrodes attached tohead/body → High temporal resolution, but limited spatial resolution |
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What is FMRI |
A functional neuroimaging procedure using MRI technology that measures brain activity by detecting changes associated with blood flow. → Tracks blood oxygenation in the brain and exploits the different magnetic properties of oxygenated and deoxygenated blood → Provides better spatialresolution than EEG, but lower temporal resolution |
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What are some differences between consumer neuroscience and Neuromarketing? |
1. Consumer neuroscience: the scientificproceedings of this research approach 2. Neuromarketing: the application of the findings from consumer neuroscience within the scope of managerial practice |
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What is Magnetoencephalography (MEG)? |
A functional neuroimaging technique for mapping brain activity by recording magnetic fields produced by electrical currents occurring naturally in the brain, using very sensitive magnetometers. → Able to depict activity indeeper brain structures (over EEG) |
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What is Positron emission tomography (PET)? |
A nuclear medicine functional imaging technique that is used to observe metabolic processes in the body. → High spatial resolution, butlow temporal resolution |
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Name two different Psychophysiological measurements |
→ Facial electromyography (EMG)for facial response → Skin conductance response (SCR)for indicator of arousal |
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What is Transcranialmagnetic stimulation (TMS)? |
A noninvasive procedure that uses magnetic fields tostimulate nerve cells in the brain to improve symptoms of depression |
