Մասնակից:Սոֆի Շահնազարյան/ավազարկղ մարքեթինգ
Concept խմբագրել
սհհսհ[1]։ Some of the conventional research techniques used in this type of study are the measurement of cardiac electrical activity (ECG) and electrical activity of the dermis (EDA) of subjects.[2] However, it results in an incompatibility between market research findings and the actual behavior exhibited by the target market at the point of purchase.[3] Human decision-making is both a conscious and non-conscious process in the brain,[4] and while this method of research succeeded in gathering explicit (or conscious) emotions, it failed to gain the consumer's implicit (or unconscious) emotions.[5] Non-conscious information has a large influence in the decision-making process.[3]
The concept of neuromarketing[6] combines marketing, psychology and neuroscience. Research is conducted around the implicit motivations to understand consumer decisions by non-invasive methods of measuring brain activity.[7][6][8] These include electroencephalography (EEG), magnetoencephalography (MEG), and functional magnetic resonance imaging (fMRI), eye tracking, electrodermal response measures and other neuro-technologies. Researchers investigate and learn how consumers respond and feel when presented with products and/or related stimuli.[6] Observations can then be correlated with the participants' surmised emotions and social interactions.[9] Market researchers use this information to determine if products or advertisements stimulate responses in the brain linked with positive emotions.[6] The concept of neuromarketing was therefore introduced to study relevant human emotions and behavioral patterns associated with products, ads and decision-making.[10] Neuromarketing provides models of consumer behavior and can also be used to re-interpret extant research. It provides theorization of emotional aspects of consumer behavior.[11]
Consumer behavior investigates both an individual's conscious choices and underlying brain activity levels.[5] For example, neural processes observed provide a more accurate prediction of population-level data in comparison to self-reported data.[3] Neuromarketing can measure the impacts of branding and market strategies before applying them to target consumers.[8][1][3] Marketers can then advertise the product so that it communicates and meets the needs of potential consumers with different predictions of choice.[1]
Neuromarketing is also used with big data in understanding modern-day advertising channels such as social networking, search behavior, and website engagement patterns.[12] Agencies like Darling[13] help organizations use this kind of neuroscience in their marketing to better communicate with consumers at the subconscious level.[փա՞ստ]
- ↑ 1,0 1,1 1,2 Venkatraman, V.; Clithero, J.; Fitzsimons, G.; Huettel, S. (2012). «New scanner data for brand marketers: How neuroscience can help better understand differences in brand preferences». Journal of Consumer Psychology. 22 (1): 143–153. doi:10.1016/j.jcps.2011.11.008. S2CID 11816200.
- ↑ Baraybar-Fernández, Antonio; Baños-González, Miguel; Barquero-Pérez, Óscar; Goya-Esteban, Rebeca; de-la-Morena-Gómez, Alexia (2017-07-01). «Evaluation of Emotional Responses to Television Advertising through Neuromarketing». Comunicar. 25 (52): 19–28. doi:10.3916/C52-2017-02. hdl:10272/14084. ISSN 1134-3478.
- ↑ 3,0 3,1 3,2 3,3 Agarwal, S.; Dutta, T. (2015). «Neuromarketing and consumer neuroscience: current understanding and the way forward». Decision. 42 (4): 457–462. doi:10.1007/s40622-015-0113-1. S2CID 146551139.
- ↑ Glanert, M. (2012). "Behavioral Targeting Pros and Cons" - Behavioral Targeting Blog. Retrieved 31 March 2016
- ↑ 5,0 5,1 Shiv, B.; Yoon, C. (2012). «Integrating neurophysiological and psychological approaches: Towards an advancement of brand insights» (PDF). Journal of Consumer Psychology. 22 (1): 3–6. doi:10.1016/j.jcps.2012.01.003.
- ↑ 6,0 6,1 6,2 6,3 Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2013). Marketing (9th ed., pp. 171). Australia: Pearson.
- ↑ Morin, C (2011). «Neuromarketing: The New Science of Consumer Behavior». Soc. 48 (2): 131–135. doi:10.1007/s12115-010-9408-1.
- ↑ 8,0 8,1 Քաղվածելու սխալ՝ Սխալ
<ref>պիտակ՝ «5» անվանումով ref-երը տեքստ չեն պարունակում:
- ↑ Քաղվածելու սխալ՝ Սխալ
<ref>պիտակ՝ «fisher» անվանումով ref-երը տեքստ չեն պարունակում: - ↑ Neuromarketing Science and Business Association, n.d.
- ↑ Genco, S.J., Pohlmann, A.P. and Steidl, P., Neuromarketing For Dummies, John Wiley & Sons, 2013
- ↑ «Tapping into how consumers react with Neuromarketing». Artifact's Blog. 2017-07-20. Վերցված է 2018-04-27-ին.
- ↑ Darling