Neuromarketing is a new marketing strategy based on biological and physiological concepts. Using technologies such as fMRI, EEG, MEG and TMS, marketers record physiological responses and use these information to create effective advertisement.
Consumers’ personalities greatly affect their decision making. Personality consists of hereditary and environmental factors. Then, heredity includes physical stature, muscle composition and reflexes, energy level, and biological rhythms. Some examples of environmental factors are culture and norms.
Then, if we measure hereditary factors of personality, can we predict consumers’ behaviors?
Although many different kinds of external factors affects consumers’ decision making, there is an evidence that twins separated for 39 years were found to own the same model and color. Although this is the extreme case, individuals who are physiologically similar but in different situation are likely to behave in same way.
In addition, according to neuroscience, “although the degree to which the asymmetry changes from moment to moment is still debated, there are strong correlations between frontal EEG asymmetry and personality traits.”
If so, neuromarketing works well?
I think that consumer preferences come from almost infinitive factors, so it is very hard to tell effect of neuromarketing. However, a combination of traditional and neuromarketing will enhance the effectiveness of marketing strategy.
Yuki Sato
Resources:
Robbins, Stephen P., and Tim Judge. Organizational Behavior. Upper Saddle River, NJ:Pearson/Prentice Hall, 2007. Print.
I don’t agree with your opinion because Neuromarketing deals with analyzing and identifying the human brains’ reaction toward the particular product. It has been scientifically proved that the most of the decisions are made by the unconscious part of the human brain and thus if the elements which triggers the response of this unconscious mind can be controlled or can be known then the Neuromarketing is effective. For example, In Coke and Pepsi study, brain reacted on productivity and advertisement of the product. It was nothing to do with a person's personality factor because the study shows that it was because of the strangeness and more effective productivity. The fMRI technique of scanning the brain points to that part of the brain which is responsible for the tastes for certain products and thus it has an effective result. Thus, it cannot be ignored that Neuromarketing is effective.
ReplyDeleteGood post yuki, your post is quite interesting as it shows a different perspective to Neuromarketing that I haven't researched on just yet. It is intriguing basing consumer purchasing on their personalities behavior, but is this in actuality Neuromarketing? Based in my research, Neuromarketing is based on stimuli sent to the "old brain" by trigger words on labels, appearance of a product or even subliminal words on televised advertisement.
ReplyDeleteBut with technology evolving at a fast past, Neuromarketing on consumer personalities might just be another way in which science and marketing have come together to influence a consumers decision-making process on a product.
link: http://www.articlesbase.com/entrepreneurship-articles/target-your-market-whats-the-difference-between-prospect-profiling-and-neuromarketing-2996990.html#ixzz15nB4o5yG