What is neuromarketing?
neuromarketing uses displaying functional magnetic resonance imaging (FMRI) - medical technology - to scan brain test entities when they look at different products and advertising. The aim is to find out what types of elements cause positive nervous reactions. The purpose of information obtained from this research is to provide a deeper insight into the human brain for purposes such as more effective advertising and loyalty campaigns.
Research in neuromarketing began at the University of Harvard at the end of the 90s. Since then, Zaltman has been patented by another technique called Zaltman Metaphor Elicitation Technique (SMET). Zaltman writes:
Although many mainIt uses neuromarketing and scrap, there are many controversies about this research.
In December 2002, Adam Koval, former Chief Operating Director of Brighthouse Institute for Thought Sciences - a leader in neuromarketing and branch agency Brighthouse - said. Koval continued and said, "[i] t actually will result in higher product sales or to the brand's preference or forgive customers to behave the way [clients] want to behave."
Comments, such as this, have made a guard dog and other nervous, believing marketing techniques goes too far, which corresponds to neuromarketing with brainwashing and behavior control that could be used in other fields to sell things like political agenda propaganda.
critics also fear that youth will be heavily focused onUnhealthy products that could lead to obesity, pathologies, diseases or addiction. This contributes to the current epidemic of so -called "marketing diseases", such as anorexia, bulimia and type 2 diabetes. It is assumed that neuromarketing could intensify these trends, and many see no benefits to the public from traders looking for a way to see the mind for financial profits.
The ultimate worrying aspect of neuromarketing is the potential for an effective combination of positive triggers with negative values. For example, the sale of violent video games connects violence with messages or images that will stumble positive nerve centers. Some believe it could affect the overall character of those targeted and create a generation that grows like people other than they would be, minus these nerve associations.
In July 2004, a non -profit group of guard dogs, commercial warning, went to SO if you ask for the Senate and the federal investigation of neuromarketing. If there is such an examinationSqueelling, results could be some time on arrival.
There are some who believe that worries about neuromarketing are unfounded and that manipulation works only for a short time before the public market adapts and evolves. Some do not believe that this type of marketing works at all. However, it seems that clients with a high profile using these techniques-clients such as Proctor and Gamble, Coca-Cola and Motorola-they do not think at least differently.
whether neuromarketing is a tool into the subconscious mind of the consumer or not, you need to see. However, the effects of these campaigns may be difficult to assess because most companies are close to using this research as a tool. But even if advertising campaigns based on neuromarketing have been clearly identified, potential negative effects, if existed, could be difficult to prove as social -media, trends and diseases can be attributed to many factors.
Those who are involved in this type of marketing remain sure it is a positA single step in advertising that will help attract the right products to the right consumers by focusing more precisely on consumer desires and meeting their needs. Neuromarketers deny that it has some negative effects or is able to change behavior or develop unfounded checks over consumers.