3. DID YOU EVER WONDER?
3
Why some brands have a devoted cult-like
following while others have zero marketing?
Why and how prospects buy the products or
services they do,even if their choices seem
irrational or impractical?
Why even the highest priced or lowest quality
products sometimes outshell their
competitors?
4. Definition:
4
Neuromarketing is a field of
marketing research that studies
consumer’s :
• sensorimotor
• cognitive
• affective response to marketing
stimuli
6. HISTORY OF
NEUROMARKETING6
Neuro Marketing was first explored by Harvard
Marketing Professor GERRY ZALTMAN in the
1990s
He patented a technique called Zaltman
Metaphor Elicitation Technique (ZMET), which
since has been used by General Motors,
Nestle, P&G and Coca-Cola
7. Consumer’s buying decisions are made in
split seconds in the subconcious ,emotional
part of the brain
PREMISE7
95% of cognition exist in the subconcious
mind,therfore,emotions are the drivers of the decision
making
15. PROS & CONS
• Ads will be more
effective by helping
consumers either buy or
become loyal to a brand
• It identifies audience’s
interests and enable
advertisers to be more
specific in providing
product that they want
It’s a form of
‘Brainwashing’
Increased incidence
of marketing relating
diseases
More effective
political propaganda
15
PROS CONS
16. Views:
German neurobiologist Kai-
Markus Müller promotes a
neuro marketing variant,
"neuro pricing" that uses data
from brain scans to help
companies identify the
highest prices consumers will
pay.
Jeff Chester, executive director
of Center for Digital Democracy,
claims that neuro marketing is
“having an effect on individuals
that individuals are not informed
about.“
Regulation on adult advertising
due to adults having defense
mechanisms to discern what is
true and untrue, should be
regulated.
“if the advertising is now
purposely designed to bypass
those rational defenses,
protecting advertising speech in
the marketplace has to be
questioned.”
16
17. Case Study: Coke vs Pepsi
17
In a study from the group of Read
Montague published in 2004 in Neuron, 67
people had their brains scanned while being
given the "Pepsi Challenge", a blind taste
test of Coca-Cola and Pepsi. Half the subjects
chose Pepsi, since Pepsi tended to produce a
stronger response than Coke in their brain's
ventro medial prefrontal cortex, a region
thought to process feelings of reward. But
when the subjects were told they were drinking
Coke three-quarters said that Coke tasted
better. Their brain activity had also changed.
18. 18
The lateral prefrontal cortex, an area of the
brain that scientists say governs high-level
cognitive powers, and the hippocampus, an
area related to memory, were now being used,
indicating that the consumers were thinking
about Coke and relating it to memories and
other impressions. The results demonstrated
that Pepsi should have half the MARKET
share, but in reality consumers are buying
Coke for reasons related less to their taste
preferences and more to their experience with
the Coke brand.
