DOCSLIB.ORG

Is Neuromarketing Ethical? Consumers Say Yes

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Is Neuromarketing Ethical? Consumers Say Yes Sacred Heart University DigitalCommons@SHU WCOB Faculty Publications Jack Welch College of Business 2014 Is Neuromarketing Ethical? Consumers Say Yes. Consumers Say No Jason Flores Oklahoma City University Arne Baruca Sacred Heart University, [email protected] Robert Saldivar University of Texas - Pan American Follow this and additional works at: http://digitalcommons.sacredheart.edu/wcob_fac Part of the Business Law, Public Responsibility, and Ethics Commons, and the Marketing Commons Recommended Citation Flores, Jason, Arne Baruca, and Robert Saldivar. “Is Neuromarketing Ethical? Consumers Say Yes. Consumers Say No.” Journal of Legal, Ethical and Regulatory Issues 17.2 (2014): 77-91. This Article is brought to you for free and open access by the Jack Welch College of Business at DigitalCommons@SHU. It has been accepted for inclusion in WCOB Faculty Publications by an authorized administrator of DigitalCommons@SHU. For more information, please contact [email protected]. Page 77 ,61(8520$5.(7,1*(7+,&$/"&21680(56 6$<<(6&21680(566$<12 -DVRQ)ORUHV2NODKRPD&LW\8QLYHUVLW\ $UQH%DUXFD6DFUHG+HDUW8QLYHUVLW\ 5REHUW6DOGLYDU8QLYHUVLW\RI7H[DV3DQ$PHULFDQ $%675$&7 Advancements in the development of neuroscience have created the capacity for neuroscientific methods to be applied to marketing science and ultimately marketing practice. As a relatively nascent subfield in marketing, neuromarketing applies neuroscientific methods to study consumer reactions to specific marketing related stimuli. This study analyzes the use of neuromarketing by for-profit and non-profit organizations from an ethical perspective based on consumers’ point of view. The implications of consumers’ ethical judgments are also explored. The empirical evidence indicates that consumers perceive the use of neuromarketing-based marketing tactics by for-profit organizations to be unethical, yet the same tactics are considered ethical when non-profit organizations use this tool. The implications of these ethical judgments show the most favorable consumer responses for non-profit organizations that do use neuromarketing based marketing practices and, interestingly, the most unfavorable response for non-profits that forego the use of such practices. Managerial implications are also discussed. ,1752'8&7,21 1HXURPDUNHWLQJLVDWHFKQRORJ\EDVHGDQGQDVFHQWILHOGRIPDUNHWLQJUHVHDUFKDLPHGDW REVHUYLQJ FRQVXPHUV¶ UHDFWLRQ WR VWLPXOL 0HDVXULQJ FRQVXPHUV¶ UHDFWLRQ WR VWLPXOL LV D FRPPRQ SUDFWLFH DQG DFFRUGLQJ WR :DQJ DQG 0LQRU WKHVH PHDVXUHV LQFOXGH EHKDYLRUDO PHDVXUHV YHUEDO PHDVXUHV DQG SV\FKRSK\VLRORJLFDO PHDVXUHV 1HXURPDUNHWLQJGLIIHUVIURPWKHVHWUDGLWLRQDOPHWKRGVRIPHDVXULQJUHDFWLRQVWRVWLPXOLEHFDXVH LWUHTXLUHVWKHDSSOLFDWLRQRIQHXURVFLHQWLILFEDVHGPHWKRGVIRUWKHSXUSRVHRIDQDO\]LQJEHKDYLRU LQUHODWLRQWRPDUNHWVDQGPDUNHWLQJH[FKDQJHV /HH%URGHULFNDQG&KDPEHUODLQ 7KXV QHXURVFLHQFH DOORZV PDUNHWLQJ UHVHDUFKHUV WR REVHUYH XQFRQWUROODEOH EUDLQ IXQFWLRQ UHVSRQVHV WKDWUHVXOWLQVSHFLILFSK\VLRORJLFDOUHVSRQVHVZKHQLQGLYLGXDOVDUHH[SRVHGWRVSHFLILFVWLPXOL 1HXURVFLHQWLILFPHWKRGVLQFOXGHI05, )XQFWLRQDO0DJQHWLF5HVRQDQFH,PDJLQJ 667 6WHDG\ 6WDWH7RSRJUDSK\ ((* (OHFWURHQFHSKDORJUDSK\ (\H7UDFNLQJDQG*DOYDQLF6NLQ5HVSRQVH 5DQGDOO ([DPSOHV RI FRPSDQLHV WKDW XVH QHXURPDUNHWLQJ LQFOXGH 0LFURVRIW <DKRR +\XQGDLDQGRWKHUVOLVWHGLQ7DEOH (WKLFDO FRQFHUQV DUH FRQVLGHUHG RQH RI WKH WKUHH PRVW LPSRUWDQW DVSHFWV UHODWHG WR QHXURPDUNHWLQJ DPRQJ PDUNHWLQJ DFDGHPLFV QHXURORJLVWV DQG PDUNHWLQJ SURIHVVLRQDOV (VHU ,VLQ DQG 7RORQ $PRQJ WKH HWKLFDO FULWLTXHV RI QHXURPDUNHWLQJ LV WKH FRQFHUQ WKDW QHXURPDUNHWLQJZLOODOORZDQXQSUHFHGHQWHGOHYHORIPDQLSXODWLRQE\FRPSDQLHVWKURXJKWKHLU Journal of Legal, Ethical and Regulatory Issues, Volume 17, Number 2, 2014 Page 78 PDUNHWLQJ DFWLYLWLHV 0F'RZHOO DQG 'LFN 7KLV FULWLTXH LV EDVHG RQ WKH LGHD WKDW FRQVXPHUVPD\EHXQMXVWO\LQIOXHQFHGWKURXJKWKHXVHRIVSHFLILFVWLPXOLWKDWOHDGWRVSHFLILF SK\VLRORJLFDOUHVSRQVHVZKLFKFDQEHXQFRYHUHGRQO\WKURXJKQHXURPDUNHWLQJEDVHGUHVHDUFK 7DEOH&RPSDQLHVWKDWXVH1HXURPDUNHWLQJ &RPSDQ\ ,QGXVWU\ 3XUSRVHRIXVLQJ1HXURPDUNHWLQJ &RQGXFWDVWXG\WRWHDFKDGYHUWLVHUV *079 7HOHYLVLRQ KRZYLHZHUV¶EUDLQVDFWGXULQJ PRUQLQJKRXUV 9,$&20 0HGLD 6WXG\UHDFWLRQVWRDGYHUWLVLQJ 2EVHUYHUHVSRQVHVWRSURGXFWV +$.8+2'2 $GYHUWLVLQJ EUDQGVDGYHUWLVLQJDQGYLGHR FRQWHQW 0HDVXUHWKHUHODWLYHHIIHFWLYHQHVVRI 3+' 0HGLDSODQQLQJ DGYHUWLVLQJ 1HXUR6HQVHGHVLJQHGDQGDQDO\]HG 0DUWLQ/LQGVWURP 1HXUR6HQVH $XWKRU DOOWKHI05,VWXGLHVXVHGIRU /LQGVWURP¶VERRNUHVHDUFK 6WXG\FRQVXPHUVUHDFWLRQWRD <DKRR 0HGLD WHOHYLVLRQFRPPHUFLDO 6WXG\FRQVXPHUVUHDFWLRQZKHQ +\XQGDL $XWRPRWLYH YLHZLQJDVSRUWVFDU 8QGHUVWDQGFRQVXPHUV¶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ournal of Legal, Ethical and Regulatory Issues, Volume 17, Number 2, 2014 Page 79 7KRXJK /LQGVWURP LQ 6XOOLYDQ SRVLWV WKDW QHXURPDUNHWLQJ UHVHDUFK FDQ UHYHDO RQO\ZKDWLVRFFXUULQJLQWKHEUDLQEXWFDQQRWH[SODLQZK\LWRFFXUVDQG*UDKDP DUJXHV WKDWWKHSRWHQWLDORIQHXURPDUNHWLQJHIIHFWLYHQHVVLVOLPLWHGEHFDXVH³ZHDUHQRW]RPELHVZKHQ ZH VKRS PLQGOHVVO\ DQG XQNQRZLQJO\ SXWWLQJ EUDQGV LQ RXU EDVNHWV DQG VWXPEOLQJ WR WKH FKHFNRXW LQ D IRJ´ S WKHVH SRVLWLRQV GR QRW QHJDWH WKH SRVVLELOLW\ WKDW EHKDYLRU PDQLSXODWLRQPD\EHSRVVLEOHLQZD\VSUHYLRXVO\WKRXJKWQRWSODXVLEOH &RQVXPHUV PD\ QRW EH DV HQWKXVLDVWLF DERXW QHXURPDUNHWLQJ DV FRPSDQLHV ZKR XVH QHXURPDUNHWLQJ DQG WKHLU DJUHHDEOHQHVV PD\ YDU\ GHSHQGLQJ RQ FRQVXPHUV¶ XQGHUVWDQGLQJ RI KRZ DQG ZK\ FRPSDQLHV XVH QHXURPDUNHWLQJ &RQVXPHUV PD\ IHHO PDQLSXODWHG DQG FRQVHTXHQWO\ PD\ KDYH D QHJDWLYH UHDFWLRQ WRZDUGV WKH FRPSDQ\ XVLQJ WKLV WHFKQLTXH 7KLV SODXVLEOH UHDFWLRQ DSSHDUV WR EH VLPLODU WR WKH RQH WKDW VXEOLPLQDO DGYHUWLVLQJ SURYRNHG DIWHU -DPHV9LFDU\SURSRVHGLWWREHHIIHFWLYHLQWKH¶V 6XWKHUODQG +RZHYHUDFFRUGLQJ WR 6\QRGLRQV WKH FRQWURYHUV\ RYHU ZKHWKHU VXEOLPLQDO VWLPXODWLRQ LV HIIHFWLYH UHPDLQV DQGLVQRZMRLQHGE\DQHZFRQWURYHUV\FUHDWHGE\QHXURPDUNHWLQJ7KHUHOHYDQFHRIWKLVWRSLF LVIXUWKHULOOXVWUDWHGE\WKH0DUNHWLQJ6FLHQFH,QVWLWXWH¶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¶VSRWHQWLDOLQIOXHQFHPXVWEHEHWWHU XQGHUVWRRG DQG PD\ KDYHWKH SRWHQWLDOWRJXLGHWKHXVHRIQHXURPDUNHWLQJLQWKHIXWXUH8QGHUVWDQGLQJWKHLPSOLFDWLRQVRIWKH XVHRIQHXURPDUNHWLQJKDVWKHSRWHQWLDOWRGRWKHVDPH7KHUHIRUHZHSURSRVHWKHIROORZLQJ UHVHDUFK TXHVWLRQV ZKDW DUH FRQVXPHUV¶ SHUFHSWLRQV RI WKH HWKLFDOQHVV RI WKH XVH RI QHXURPDUNHWLQJE\SURILWDQGQRQSURILWRUJDQL]DWLRQVDQG :KDWDUHWKHLPSOLFDWLRQVRIWKH XVH RI QHXURPDUNHWLQJIRU SURILW DQG QRQSURILW RUJDQL]DWLRQV RQ SXUFKDVH LQWHQWLRQV ZRUGRI PRXWKDQGDWWLWXGHVWRZDUGVQHXURPDUNHWLQJ" /,7(5$785(5(9,(: 1HXURPDUNHWLQJ 6FDQQLQJKXPDQEUDLQVWRLQYHVWLJDWHKRZFHUWDLQSDUWVRIWKHEUDLQUHVSRQGWRVSHFLILF VWLPXOL LV QRW D QHZ SKHQRPHQRQ 7KH XVH RI VXFK LPDJLQJ WHFKQRORJ\ LQ WKH ILHOG RI QHXURVFLHQFH KDV RFFXUUHG IRU VHYHUDO \HDUV %DUNLQ +RZHYHU WKHVH WHFKQLTXHV ZHUH FRPPRQO\XVHGRQO\IRUPHGLFDOSXUSRVHV7KH³IXVLRQ´RIQHXURSV\FKRORJLFDOPHWKRGVDQG Journal of Legal, Ethical and Regulatory Issues, Volume 17, Number 2, 2014 Page 80 PDUNHWLQJ VFLHQFH WUDFHV EDFN WR WKH EHJLQQLQJ RI WKH VW FHQWXU\ ZKHQ QHXURVFLHQFH DQG HFRQRPLFSHUVSHFWLYHVZHUHFRPELQHGWRIRUPZKDWLVUHIHUUHGWRDVQHXURHFRQRPLFV *DU]DDQG 6DDG ,QDJURXSRIUHVHDUFKHUVLQWULJXHGE\WKH&RNHYHUVXV3HSVLFKDOOHQJHFDPSDLJQLQ WKH ¶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
Load more

Recommended publications
  • Empathy, Mirror Neurons and SYNC
    Mind Soc (2016) 15:1–25 DOI 10.1007/s11299-014-0160-x Empathy, mirror neurons and SYNC Ryszard Praszkier Received: 5 March 2014 / Accepted: 25 November 2014 / Published online: 14 December 2014 Ó The Author(s) 2014. This article is published with open access at Springerlink.com Abstract This article explains how people synchronize their thoughts through empathetic relationships and points out the elementary neuronal mechanisms orchestrating this process. The many dimensions of empathy are discussed, as is the manner by which empathy affects health and disorders. A case study of teaching children empathy, with positive results, is presented. Mirror neurons, the recently discovered mechanism underlying empathy, are characterized, followed by a theory of brain-to-brain coupling. This neuro-tuning, seen as a kind of synchronization (SYNC) between brains and between individuals, takes various forms, including frequency aspects of language use and the understanding that develops regardless of the difference in spoken tongues. Going beyond individual- to-individual empathy and SYNC, the article explores the phenomenon of syn- chronization in groups and points out how synchronization increases group cooperation and performance. Keywords Empathy Á Mirror neurons Á Synchronization Á Social SYNC Á Embodied simulation Á Neuro-synchronization 1 Introduction We sometimes feel as if we just resonate with something or someone, and this feeling seems far beyond mere intellectual cognition. It happens in various situations, for example while watching a movie or connecting with people or groups. What is the mechanism of this ‘‘resonance’’? Let’s take the example of watching and feeling a film, as movies can affect us deeply, far more than we might realize at the time.
    [Show full text]
  • Critical Neuroscience
    Choudhury_bindex.indd 391 7/22/2011 4:08:46 AM Critical Neuroscience Choudhury_ffirs.indd i 7/22/2011 4:37:11 AM Choudhury_ffirs.indd ii 7/22/2011 4:37:11 AM Critical Neuroscience A Handbook of the Social and Cultural Contexts of Neuroscience Edited by Suparna Choudhury and Jan Slaby A John Wiley & Sons, Ltd., Publication Choudhury_ffirs.indd iii 7/22/2011 4:37:11 AM This edition first published 2012 © 2012 Blackwell Publishing Ltd Blackwell Publishing was acquired by John Wiley & Sons in February 2007. Blackwell’s publishing program has been merged with Wiley’s global Scientific, Technical, and Medical business to form Wiley-Blackwell. Registered Office John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, UK Editorial Offices 350 Main Street, Malden, MA 02148-5020, USA 9600 Garsington Road, Oxford, OX4 2DQ, UK The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, UK For details of our global editorial offices, for customer services, and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com/wiley-blackwell. The right of Suparna Choudhury and Jan Slaby to be identified as the authors of the editorial material in this work has been asserted in accordance with the UK Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.
    [Show full text]
  • Mapping the Cerebral Subject in Contemporary Culture DOI: 10.3395/Reciis.V1i2.90En
    [www.reciis.cict.fiocruz.br] ISSN 1981-6286 Researches in Progress Mapping the cerebral subject in contemporary culture DOI: 10.3395/reciis.v1i2.90en Francisco Fernando Vidal Max Planck Institute for the Ortega History of Science, Berlin, Instituto de Medicina Social Germany da Universidade do Estado [email protected] do Rio de Janeiro, Rio de Janeiro, Brazil [email protected] Abstract The research reported here aims at mapping the “cerebral subject” in contemporary society. The term “cerebral subject” refers to an anthropological figure that embodies the belief that human beings are essentially reducible to their brains. Our focus is on the discourses, images and practices that might globally be designated as “neurocul- ture.” From public policy to the arts, from the neurosciences to theology, humans are often treated as reducible to their brains. The new discipline of neuroethics is eminently symptomatic of such a situation; other examples can be drawn from science fiction in writing and film; from practices such as “neurobics” or cerebral cryopreservation; from neurophilosophy and the neurosciences; from debates about brain life and brain death; from practices of intensive care, organ transplantation, and neurological enhancement and prosthetics; from the emerging fields of neuroesthe- tics, neurotheology, neuroeconomics, neuroeducation, neuropsychoanalysis and others. This research in progress traces the diversity of neurocultures, and places them in a larger context characterized by the emergence of somatic “bioidentities” that replace psychological and internalistic notions of personhood. It does so by examining not only discourses and representations, but also concrete social practices, such as those that take shape in the politically powerful “neurodiversity” movement, or in vigorously commercialized “neuroascetic” disciplines of the self.
    [Show full text]
  • A Current Overview of Consumer Neuroscience Mirja Hubert*,Y and Peter Kenningy Zeppelin University, Am Seemooser Horn 20, 88045 Friedrichshafen, Germany
    Journal of Consumer Behaviour J. Consumer Behav. 7: 272–292 (2008) Published online in Wiley InterScience (www.interscience.wiley.com) DOI: 10.1002/cb.251 A current overview of consumer neuroscience Mirja Hubert*,y and Peter Kenningy Zeppelin University, Am Seemooser Horn 20, 88045 Friedrichshafen, Germany The emerging discipline of neuroeconomics employs methods originally used in brain research for investigating economic problems, and furthers the advance of integrating neuroscientific findings into the economic sciences. Neuromarketing or consumer neuro- science is a sub-area of neuroeconomics that addresses marketing relevant problems with methods and insights from brain research. With the help of advanced techniques of neurology, which are applied in the field of consumer neuroscience, a more direct view into the ‘‘black box’’ of the organism should be feasible. Consumer neuroscience, still in its infancy, should not be seen as a challenge to traditional consumer research, but constitutes a complementing advancement for further investigation of specific decision-making behavior. The key contribution of this paper is to suggest a distinct definition of consumer neuroscience as the scientific proceeding, and neuromarketing as the application of these findings within the scope of managerial practice. Furthermore, we aim to develop a foundational understanding of the field, moving away from the derisory assumption that consumer neuroscience is about locating the ‘‘buy button’’ in the brain. Against this background the goal of this paper is to present specific results of selected studies from this emerging discipline, classified according to traditional marketing-mix instruments such as product, price, communication, and distribution policies, as well as brand research.
    [Show full text]
  • Neuromarketing: Neural Explanations for Consumer Behaviours
    Mini Review ISSN: 2574 -1241 DOI: 10.26717/BJSTR.2019.16.002792 Neuromarketing: Neural Explanations for Consumer Behaviours Sachin Mishra*1 and Sunil Kumar Mishra2 1Cognitive Neuroimagine Centre, Nanyang Technological University, 59 Nanyang Drive, Singapore 2Patronage Institute of Management Studies, India *Corresponding author: Sachin Mishra, Cognitive Neuroimagine Centre, Nanyang Technological University, 59 Nanyang Drive, Singapore Sunil Kumar Mishra, Patronage Institute of Management Studies, Uttar Pradesh, India ARTICLE INFO abstract Received: March 07, 2019 Citation: Sachin M, Sunil Kumar Mishra. Neuromarketing: Neural Explanations for Con- sumer Behaviours. Biomed J Sci & Tech Res 16(1)-2019. BJSTR. MS.ID.002792. Published: March 18, 2019 Introduction imaging hybrid modalities like EEG-fMRI, MEG-MRI etc. [2] have The Synergy of Neuroimaging and Marketing Principles potentials to be used for neuromarketing. Even eye movement data The advents of neuroimaging techniques and modalities have from EOG or eye-tracking camera can provide data for qualitative modelling of the decision-making process [3]. Researchers believe techniques are capable of identifying and mapping different shown immense potential in various fields of research. Imaging that most consumers’ decisions are made in a split second, and regions of the brain in relation to their functions, which acts as a many of those decisions are made subconsciously. EEG and MEG key to various research related to cognition and neurophysiology. In addition to this, a more comprehensive insight of human brain can the brain which is associated with increased or reduced focus and can measure electrical (magnetic field in case of MEG) activity in be achieved by blending the anatomical and functional perspectives / or excitement [4,5].
    [Show full text]
  • Neuromarketing: the New Science of Consumer Behavior
    Soc (2011) 48:131–135 DOI 10.1007/s12115-010-9408-1 SYMPOSIUM: CONSUMER CULTURE IN GLOBAL PERSPECTIVE Neuromarketing: The New Science of Consumer Behavior Christophe Morin Published online: 14 January 2011 # Springer Science+Business Media, LLC 2011 Abstract Neuromarketing is an emerging field that bridges John is worried. Maybe this is a mistake, he thinks. But the study of consumer behavior with neuroscience. Contro- already one of the earnest technicians whose smile seems versial when it first emerged in 2002, the field is gaining rapid just a little too forced is shaking his hand and spurring him credibility and adoption among advertising and marketing forward. He ensures him everything will go according to professionals. Each year, over 400 billion dollars is invested plan. “It takes about 30 minutes to do the scan” he says in advertising campaigns. Yet, conventional methods for “and as long as you don’t pay attention to the noise, you testing and predicting the effectiveness of those investments will be fine in the tunnel”. John does not feel nearly as have generally failed because they depend on consumers’ relaxed now as he was when he agreed to do this experiment. willingness and competency to describe how they feel when What if the magnetic field in which I agreed to put my entire they are exposed to an advertisement. Neuromarketing offers body kills some of my vital cells? In an instant, he goes from cutting edge methods for directly probing minds without being worried to being terrified. What if the radiation alters requiring demanding cognitive or conscious participation.
    [Show full text]
  • The Emergence of Neuromarketing Investigated Through Online Public Communications (2002-2008)
    The emergence of neuromarketing investigated through online public communications (2002-2008) Clément Levallois, emlyon business school, Lyon, France Ale Smidts, Rotterdam School of Management, Erasmus University, Rotterdam, The Netherlands Paul Wouters, Centre for Science and Technology Studies, Leiden University, Leiden, The Netherlands Published version available at: https://doi.org/10.1080/00076791.2019.1579194 Abstract: “Neuromarketing” designates both a developing industry and an academic research field. This study documents the emergence of neuromarketing through the first mention of the term in traditional and new media until the stabilization of the field. Our main interest is to establish whether neuromarketing developed separately as an academic field and as an industry (with knowledge transfer from the former to the latter), or whether it was an act of co-creation. Based on a corpus gathered from a systematic search on the Web, we trace the multiple forms of engagement between academic and commercial communities, echoed but also shaped by reports in traditional and new media. We find that neuromarketing developed an identity through a set of practices and a series of debates which involved intertwined communities of academic researchers and practitioners. This result offers an alternative to the narrative of “knowledge transfer” between academia and the industry and offers a contribution on how to use new kinds of digital sources in business history. Keywords: neuromarketing, university-industry relations, world wide web, neuroeconomics, digital humanities Page 1 of 41 In the early 2000s, both an academic subfield and a new industry developed around the same theme: understanding marketing processes from the viewpoint of their connection with the consumer’s underlying brain mechanisms, such as the processing of sensory inputs, memory encoding and retrieval, or the valuation of different options when presented with a choice.
    [Show full text]
  • Advertising, Brand and Neuromarketing Or How Consumer Brain Works
    Advertising, brand and neuromarketing or how consumer brain works 1, 2 2 Michela Balconi - Beniamino Stumpo 2 Federica Leanza 1 Research Unit in Affective and Social Neuroscience, Catholic University of the Sacred Heart, Milan, Italy 2 Department of Psychology, Catholic University of the Sacred Heart, Milan, Italy doi: 10.7358/neur-2014-016-balc [email protected] Abstract The present paper explores the relationship between the explicit (consumer’s preference) and implicit (EEG measurement) consumers’ responses and the important role of the reward-system. In particular we analyzed the impact of reward mechanisms to sup- port cognitive and emotive processes in evaluating consumer goods. We measured the frequency bands (delta, theta, alpha, beta) at thirty-four subjects while they saw five commercials. Finally, the subjects evaluated the goods and explained their preferences. Keywords: Neuromarketing; Reward system; Implicit; Explicit 1. Introduction In the last two decades, the consumer’s choice and preference have been stud- ied with neuroscientific methods that observe the consumer’s behavior and the elements partially unknown to the subject itself (Weinstein, Drozdenko & Weinstein, 1984; Lee, Broderick & Chamberlain, 2007). Today, neuro- marketing is the subject matter that studies this topic. It is a new interdis- ciplinary field that links psychology, neuroscience and economics to under- stand how the brain is physiologically affected by advertising and marketing strategies (Lee et al., 2007; Madan, 2010). Recent studies showed that, when subjects made decisions between different brands, they had an increased activity in ventromedial prefrontal cortex (VMPFC) (Balconi, 2008; 2009; Neuropsychological Trends – 16/2014 http://www.ledonline.it/neuropsychologicaltrends/ 15 Michela Balconi - Beniamino Stumpo - Federica Leanza Deppe, Schwindt, Kugel, Plassmann & Kenning, 2005).
    [Show full text]
  • Neuromarketing Discover and Exploit the Opinion of the Brain
    › Neuromarketing Discover and exploit the opinion of the brain Eline L.E. de Vries, MSc. Report RUGCIC-2013-01 ISBN 978-90-367-5936-6 © CIC | 2 Table of contents Management summary page 3 Why neuromarketing? page 10 What are the neuromarketing techniques? page 25 How do you draw the attention of the brain? page 31 How does the ‘buy button’ in the brain work? page 37 What is the function of mirror neurons? page 46 Conclusions and a side note page 52 CV of the author page 56 Main references page 58 Customer Insights Center page 61 › Management summary Conclusions and recommendations © CIC | 4 © CIC | 5 Neuromarketing studies customers’ brain activities… › Neuromarketing studies brain activities to analyze and understand human behavior in relation to markets and marketing and to increase the effectiviness of marketing activities *. › Neuromarketing techniques (EEG and fMRI) measure emotions in the brain, while traditional marketing research methods, like questionnaires or focus groups, can contain influenced answers. + Pros : more trustable insights with less respondents. – Cons : significantly more expensive than traditional research methods. * Among others, based on: Lee, Broderick & Chamberlain, 2007; De Vries, 2012. © CIC | 6 Using neuromarketing is important when: a. People find it hard to express their driving forces or opinion, because they are not aware of them. a. People do not want to express their driving forces or opinion, because this is (possibly) controversial/not socially-desirable. Among others based on: De Vries, 2012. … while the customers’ brain weighs reward against pain › Customers’ buying behavior is mostly determined by the activation in two brains areas: the reward system versus the pain system.
    [Show full text]
  • Brian Knutson 1
    CV Brian Knutson 1 Curriculum Vitae – February, 2021 Brian Knutson Department of Psychology Phone: (650) 724-2965 Bldg. 420, Jordan Hall, Rm. 470 FAX: (650) 725-5699 Stanford University [email protected] Stanford, CA 94305-2130 www.stanford.edu/groups/spanlab Current Employment 2016-present Professor, Psychology and Neuroscience, Stanford University Psychology Department Past Employment 2008-2016 Associate Professor, Psychology and Neuroscience, Stanford University Psychology Department 2001-2008 Assistant Professor, Psychology and Neuroscience, Stanford University Psychology Department 1996-2001 Research Fellow, National Research Council with Drs. Daniel Hommer and Markku Linnoila at the National Institute on Alcohol Abuse and Alcoholism, NIH Education 1993-1996 Post-doctoral Fellow, NIMH Training Grant in Emotion Research with Drs. Paul Ekman and Owen Wolkowitz at U.C. San Francisco and Dr. Jaak Panksepp at Bowling Green State University 1989-1993 Ph.D., Stanford University, Psychology. Dissertation advisor: Dr. Susan Nolen-Hoeksema Title: "Links Between Facial Expression and Interpersonal Traits" 1985-1989 B.A., Trinity University, Comparative Religion B.A., Trinity University, Psychology, magna cum laude. Honors Thesis advisor: Dr. Daniel Wegner Title: "Effects of Distraction on Thought Suppression" Research Interests Neural basis of emotional experience and expression Implications for economic and social decision-making Applications to clinical disorders of affect and addiction Funding (Principal Investigator unless otherwise noted) CV Brian Knutson 2 2017 National Institute of Drug Abuse P50 Center Grant (Co-investigator with PI Karl Deisseroth; 5 years): Neural circuit dynamics of drug action. 2017 Stanford Neuroscience Institute “Big Ideas” Initiative Phase II (with Co- investigators Rob Malenka and Keith Humphreys; 5 years): “Neurochoice”: Controlling addictive choice – from circuits to policy.
    [Show full text]
  • A Tool to Understand Consumer Psychology
    ISSN No.: 2454- 2024 (online) International Journal of Technical Research & Science NEURO MARKETING: A TOOL TO UNDERSTAND CONSUMER PSYCHOLOGY Gunjan Mishra, Mithi Shukla E-Mail Id: [email protected] Amity Institute of Behavioural & Allied Sciences, Amity University, Chhattisgarh, India Abstract-Neuromarketing is an important development in the field of understanding about how the subconscious mind helps the consumer to take decisions. The field is gaining rapid credibility and adoption among advertising and marketing professionals, controversial to when it first emerged in 2002. Marketers work to attract the customer towards their product. For this, ground breaking research has been taken place to study the human brain. Consumer behaviour has been impacted creatively so that the customer gravitates towards the product. The concept of neuromarketing reflects the psychological perception of the customers‟s relationship with the seller. Neuromarketing is a amalgamation of neuroscience and market research that aims to observe and understand the buyers physiological and psychological response to any stimuli like digital content. A multitude of techniques have been discovered for these researches, including Eye Tracking, EEG, fMRI, Galvanic skin Response, and Face Emotion Analysis. All these techniques are very useful for the companies to understand how a consumer will respond physically as well as psychologically to stimuli like the desired product. This paper analyses the studies of neuromarketing applied to consumer behaviour through literature reviews, finding how the research on this concept are evolved. This study concludes that major advances are being made in the marketing area, and that neuromarketing can really help in the understanding of cognitive processes of consumer and their influence on decision – making.
    [Show full text]
  • I Am the Great Mother, Worshipped
    Augmenting Animality: Neuromarketing as a Pedagogy of Communicative Surveillance by Selena Nemorin A thesis submitted in conformity with the requirements for the degree of Doctor of Philosophy Graduate Department of Social Justice Education Ontario Institute for Studies in Education of the University of Toronto © Selena Nemorin (2015) Augmenting Animality: Neuromarketing as a Pedagogy of Communicative Surveillance Doctor of Philosophy, 2015 By Selena Nemorin Graduate Department of Social Justice Education Ontario Institute for Studies in Education of the University of Toronto Abstract This research project considers ethical questions around neuromarketing and its implications for human freedom: How is neuromarketing shaping our subjectivities? How is neuromarketing disrupting our processes of meaning-making? If neuromarketing is scrambling our thinking, can we be free at all? The findings of this inquiry reveal that the practices inherent in the operations of neuromarketing as a form of communicative surveillance instrumentalize the consumer as a means to advertising ends. Neuromarketing discourse constructs and interprets consumers as brain images and particular brain types, reduced further to kinds of instinctive/affective reflex triggers to external advertising stimuli. The key difference between traditional forms of marketing and neuromarketing lies in what the technological apparatus can do to manipulate the consumer brain, that is, bypass the consumer’s capacity for critical reflection, reducing the consumer to the metaphor of mind as animality via the animalization of thinking, as this dissertation argues. My research seeks to advance understandings of the relations between neuromarketing and constructions of consumer subjectivities. I present a critical hermeneutics of neuromarketing discourse through an examination of narrative devices embedded in multimodal textual artifacts, looking to reveal recurrent themes, metaphors, explicit and implicit assumptions, beliefs, and values.
    [Show full text]