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"If you notice it as advertising, it hasn’t worked:” Peripheral persuasion and neuromarketing as Behaviorism
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"If you notice it as advertising, it hasn’t worked:” Peripheral persuasion and neuromarketing as Behaviorism

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Neuromarketing, a functional magnetic resonance imaging (fMRI) research model aiming to optimize advertising strategies, is a rapidly growing subfield of peripheral persuasion marketing. This …

Neuromarketing, a functional magnetic resonance imaging (fMRI) research model aiming to optimize advertising strategies, is a rapidly growing subfield of peripheral persuasion marketing. This marketing discipline, mostly populated by marketing, not neurological sciences, experts, is interested in influencing consumers’ to subconsciously remember a product and then act on instinctual urges, resulting in a product purchase. A brief history of neuromarketing techniques that have been used prior to the advent of “neuromarketing” proper (i.e., the use of fMRI tools in marketing research) reveals this field to be primarily rooted in Skinnerian Behaviorism; however, the neurological implications of neuromarketing strategies relies on the unconscious activity of the brain’s pleasure center. This paper reviews the brief history of neuromarketing, the strategies neuromarketers use to influence behavior, and future implications and directions for neuromarketing research.

Published in: Technology, Business

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    • 1. Peripheral persuasion and neuromarketing as Behaviorism A presentation by Bryce Hantla (bhantla@sebts.edu) for Critical Information: Graduate Student Conference at the School of Visual Arts New York, NY December 2nd, 2012
    • 2.   Central Routes to Persuasion: Advertising outlets that attempt to convince you to buy something through a traditional advertising media. Sympathy for advertisements declines with age and that “the intention of advertising – to sell something – is already understood by 57.1% of six year olds,” implying that awareness equals rejection or at least more critical evaluation. (R. Bergler 1999, p. 43)
    • 3.  Peripheral Persuasion or “integrated advertising” attempts to seamlessly weave in consumerist advertising material with regular programming Some pursues you Some you pursue
    • 4.    The end-all goal of any marketing tact is to get a consumer to behave in a way that s/he may not necessarily behave otherwise; i.e., to buy something These methods generally rely on B.F. Skinner’s classic model of psychological training called Behaviorism Behaviorism uses “operant conditioning” or “priming” to influence consumers toward making a purchase
    • 5.  Indirect Biometrics ◦ Galvanic Skin Response (GSR)
    • 6.  Indirect Biometrics ◦ Pupillometry and Eye-Tracking Software
    • 7. Landmark functional magnetic resonance imaging (fMRI) study by Montague et al. (2002) compared Coke and Pepsi while hooked up to real-time brain scanning equipment (first instance of the term “neuromarketing” in the literature)

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