Neuromarketing

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A promotional message stimulates the hypothalamus

As Neuromarketing the application of the will neuroeconomic approach in the context of sales economic designated issues. While neuroeconomics tries to understand and explain economic decision-making processes with the help of neuroscientific methods, neuromarketing uses the same methods and the findings from neuroeconomics in order to optimize marketing processes. Neuromarketing is thus an interdisciplinary research area in the field of market research , at the interface between marketing and neuroeconomics.

Assumptions

The core assumption underlying neuromarketing is that economic decisions are largely based on unconscious processes. ... most decisions are very strongly influenced by emotions and are far less rational ... than we think. ... As a result, consumers cannot be aware of all of the motives that influence a purchase decision, and consequently they cannot provide any information about them, even if they are as willing as possible to cooperate. It is hoped that the use of neurocognitive methods will provide more direct access to the human brain than is possible with traditional market research instruments, in order to be able to derive information about these unconscious processes. Neuromarketing should make the processes and conditions in the consumer's organism observable and measurable.

Methods

In neuromarketing, non-invasive neurophysiological examination methods such as electroencephalography (EEG for short) and functional magnetic resonance imaging are used most frequently . The latter is often only suitable for financially strong companies due to the costs associated with a study. Both methods are often combined with other psychological methods such as skin conductivity measurement , eye movement measurement or heart rate measurement . Eye tracking is often used as an economical alternative to these methods .

aims

Neuromarketing in the corporate context has the goal of optimizing marketing measures such as advertising , brand management or product information, but also target group segmentation and advertising placement, both with regard to classic and online sales channels , in order to influence the purchasing decisions of potential customers. It is used more and more in the area of ​​product launches.

criticism

The accuracy and informative value of neuroscientific measurements is controversial. This has led to the fact that the informative value of the methods used in neuromarketing has itself become an object of investigation.

See also

literature

  • Hilke Plassmann : The influence of emotions on branded product decisions: Theoretical foundation and empirical analysis with the help of fMRT, Deutscher Universitätsverlag, Wiesbaden, dissertation, 2006.
  • Franz-Rudolf Esch , Thorsten Möll, Christian Erich Elger, Carolin Neuhaus, Bernd Weber: Effect of brand emotions: Neuromarketing as a new behavioral approach. In: Marketing ZfP. Vol. 30, issue 2/2008, pp. 109-127.
  • Kai Fehse: Neurocommunication. A model of how advertising works in the light of the latest findings in brain research. Nomos: Baden-Baden. 2009, ISBN 978-3-8329-4680-7 .
  • Werner T. Fuchs: A thousand and one power. Marketing and modern brain research (2nd edition). Orell Füssli Published by Zürich. 2007. ISBN 978-3-280-05033-0 .
  • Cornelia Hain, Peter Kenning, Marco Lehmann-Waffenschmidt: Neuroeconomics and Neuromarketing. In: Economics studies in WiSt. Issue 10/2007, pp. 498-505.
  • Hans-Georg Häusel : Think Limbic! Understand the power of the unconscious and use it for motivation, marketing and management. Haufe, Freiburg 2000; 4th edition 2010, ISBN 978-3-648-00896-6 .
  • Christian Jänig: Neuromarketing Voodoo Cult or Science? Horschler Verlagsgesellschaft mbH: Unna. 2010. ISBN 978-3-9813452-2-3 .
  • Peter Kenning : Consumer Neuroscience - Neuromarketing: Neurobiological basics of consumer behavior. Kohlhammer Published by Stuttgart. In the show.
  • Peter Kenning, Hilke Plassmann, Dieter Ahlert: Consumer Neuroscience - Implications of Neuroscientific Research for Marketing. In: Marketing ZfP. Volume 29, issue 1/2007, pp. 57-68.
  • Thorsten Möll: Measurement and Effect of Brand Emotions - Neuromarketing as a New Behavioral Science Approach. Deutscher Universitäts-Verlag, Wiesbaden, Dissertation University of Gießen , 2007, ISBN 3-8350-0897-8 .
  • Gerhard Raab, Oliver Gernsheimer, Maik Schindler: Neuromarketing. Basics - Findings - Applications Gabler-Verlag, Wiesbaden, 2009, ISBN 978-3-8349-1315-9 .
  • Mark Prokaska: Neuromarketing - Influence of neuroscientific gender research on marketing, AVM-Verlag, Munich, 2013, ISBN 978-3-86924-485-3 .
  • Christian Scheier, Dirk Held: How advertising works. Findings of Neuromarketing (1st edition) , Rudolf Haufe Verlag: Freiburg. 2006. ISBN 978-3-448-07251-8 .
  • Arndt Traindl: Neuromarketing. The innovative visualization of emotions (3rd edition). Trauner Published by Linz. 2007. ISBN 978-3-85499-234-9 .

Magazines

Web links

Individual evidence

  1. ↑ a b Ariely, D. & Berns, GS (2010) Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11, 284-292.
  2. ↑ dradio.de, Deutschlandfunk, Studiozeit, Aus Kultur- und Sozialwissenschaften , December 10, 2009, Ingeborg Breuer: Special offers switch off the mind - A look into the consumer's brain (in the last section, November 7, 2010)
  3. ↑ Koschnik, WJ, Neuroeconomics and Neuromarketing. In: Focus Yearbook 2007. Focus: Neuroeconomics, Neuromarketing and Neuromarket Research, Focus Magazin Verlag, Munich 2007, ISBN 3-9808574-9-2
  4. ↑ Stoll, M., Hubert, M., Kenning, P. & Ahlert, D. (2008). Consumer neuroscience and neuromarketing - a look into the customer's brain. Marketing Review St. Gallen, 25 (6), 34-37.
  5. ↑ MD RABIUL, MOHAMMAD OSMAN, SM, SM: Neuromarketing Methodologies of Marketing Science . In: Fourth International Conference On Advances in Economics, Management and Social Study - EMS 2015 . Institute of Research Engineers and Doctors, 2015, ISBN 978-1-63248-071-2 , doi : 10.15224 / 978-1-63248-071-2-38 .
  6. ↑ Santos, Rene & Oliveira, Jorge & Rocha, Jessica & Giraldi, Janaina. (2015). Eye Tracking in Neuromarketing: A Research Agenda for Marketing Studies. International Journal of Psychological Studies. 7. 10.5539 / ijps.v7n1p32.
  7. ↑ Neuromarketing. Buy me! . wiwo.de. Retrieved March 29, 2017.
  8. ↑ cerebral voodoo article by Veronika Hackenbroch, Der Spiegel 18/2011 from May 2, 2011
  9. ^ Briesemeister, BB, Tamm, S., Heine, A. & Jacobs, AM (2013). Approach the good, withdraw from the bad - a review on frontal alpha asymmetry measures in applied psychological research. Psychology, 4 (3A)