Welcome to Neuromarketing Research.
Here you will find the latest in neuromarketing research including neuromarketing techniques, neuromarketing tips, neuromarketing research news, neuromarketing experiments and more. Neuromarketing research is a growing field composed of neuroscience research and marketing.
What is neuromarketing research?
Neuromarketing is a new field of marketing that uses neuroscience, psychology and other cognitive science techniques to study consumer responses to marketing stimuli. Some of the responses measured include eye tracking, heart rate, electroencephalography – EEG, functional magnetic resonance imaging – fMRI, galvonic skin responses and more.
For example, neuromarketing research can tell a seller what a buyer really does like about a package. Does a sexy packaging really stimulate young men in the way it was planned? Neuromarketing research can help answer that. Neuromarketing research can tell a seller if a potential buyer has increased brainwaves in areas of the brain the seller may want to stimulate, such as the amygdala, an important brain structure heavily involved in human emotions.
Many of the top companies in the world have already turned to neuromarketing research to gain an advantage in the advertising world. Much of the rush on neuromarketing occurred following an article published in the 2004 edition of Neuron. This study involved the “Pepsi Challenge.”
During a taste test between Coca-Cola and Pepsi, 67 people had their brains scanned. After studying results showing stronger responses in the brain’s ventromedial prefrontal cortex after tasting Pepsi, and the lateral prefrontal cortex and the hippocampus responses after told they were drinking Coke, an interesting conclusion was drawn.
What neuromarketing research showed is that the taste of Pepsi alone should have allowed it to share about 50% of the market share, but it didn’t. People were choosing Coca-Cola based on their personal experiences with the Coca-Cola brand name. This could allow Pepsi to divert money that would have gone into improving taste, into increasing the positive impression the Pepsi brand has on people.
Neuromarketing Research Blog
Be sure to visit our neuromarketing blog. Our blog will be a more informal outlet for neuromarketing research information.
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