Neuromarketing : Neurononsense ?


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The name Neuromarketing is suggestive and wrong. Otherwise Focusgroupmarketing would also be correct. It is a research method. Nothing more and nothing less. Based on solid academic research by professionals it is also shown to be of limited use in marketing compared to other research methods. Further interesting reading and (in Dutch)

Published in: Marketing
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  • Neuromarketing is a very silly name. It is a research method. Nothing more and nothing less. Why is there no Focusgroupmarketing ? Only people that have no knowledge of or experience in marketing take a word and add 'marketing' to it. Case in point are Contentmarketing, Facebookmarketing and...... Neuromarketing. The field of marketing entails much much more than only media categories, mediumtitels or research methods :)
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Neuromarketing : Neurononsense ?

  1. 1. Neuro Marketing: Neuro Nonsens ? “We hebben zo een behoefte aan zekerheid dat we maar al te graag geloven dat hersenbeelden ons de waarheid zullen vertellen “
  2. 2. Black Boxen zijn link in management
  3. 3. “Neuroscience can often answer the obvious questions but rarely the interesting ones” Adam Gopnik in the NewYorker september 9, 2013
  4. 4. Neuro Marketing ivm Traditioneel onderzoek
  5. 5. Waytz, A., & Mason, M. (2013). Your Brain at Work. Harvard business review, 91(7), 102-111. Solnais, C., Andreu-Perez, J., Sánchez-Fernández, J., & Andréu-Abela, J. (2013). The contribution of neuroscience to consumer research: A conceptual framework and empirical review. Journal of Economic Psychology, 36, 68-81.
  6. 6. Netwerken zeggen meer dan plekken in het brein
  7. 7. De 4 netwerken
  8. 8. Study 2
  9. 9. JAja
  10. 10. Conceptual Framework
  11. 11. 1) Converging evidence on the role of the VMPFC in consumer decision-making. Additionally, an increasing number of studies suggest a possible interaction of the PFC with the cingulate cortex to allow for the evaluation of implicit brand information within the decision-making process. Remaining challenge addressing the problem of uncontrolled variables within the complex design of simulated purchase situations and other product judgement experiments . Conclusions
  12. 12. 2) Indication of ability of marketing to engage the brain’s re-ward system, particularly through the striatum. However, further evidence is needed to confirm whether attractive packaging and favorite brands could be reliably predicted based on a specific pattern of neural activation within the brain’s reward system
  13. 13. 3) Relatively few answers to the question of consumer s’ motivational and emotional responses so far as there is still little evidence of the brain areas activated during the processing of non- rational advertising messages. A more frequent combination of neuroimaging data with behavioural measures will be important in future research
  14. 14. 4) Growing number of findings in relation to the topic of consumers’ memory. These mainly confirm the participation of the hippocampus and the left frontal hemisphere in the memorization of various types of marketing stimuli. However, particularly high heterogeneity as regards the techniques and procedures used so far to address this question according to our sample of studies.
  15. 15. But we have to continue Final: 1) The high heterogeneity in the methods and experimental conditions used within the field of consumer neuroscience increases the difficulty to make generalisations that are meaningful to consumer research. In addition, methodological problems exist against a systematic identification of specific variables of consumer behaviour models solely based on neuroscientific experiments. 2) These are major obstacles to making the necessary bridge between neuroimaging data and theories of economic psychology. This can explain the absence of new consumer behaviour models that integrate the findings from neuroimaging experiments and go beyond traditional ‘‘black box’’ models, hence a relatively limited application of these techniques to marketing so far. 3) We enhanced our knowledge of the brain and neural mechanisms applied to the processing of marketing stimuli but fMRI and other modern neuroimaging techniques are unlikely to revolutionize the field of economic psychology and that they cannot replace traditional behavioural science methods and self-report measures.
  16. 16. Other cheaper techniques such as Approach Avoidance and IAT. Weinberger, J. & Walker, C. (2014). The Conflict of the Conscious and Unconscious Mind. Admap, 1, 20-21
  17. 17. De mens neemt echter c.a. 80% van beslissingen in zijn onbewuste Dijksterhuis (2011) en Kahneman (2010)
  18. 18. 1 MB158000 MB En nog lui ook
  19. 19. Tom Ewing een zeer helder betoog hierover tijdens het ESOMAR congres Wij moeten onze research aanpassen. Hier een voorbeeld van systeem 1 test van een nieuwe verpakking Tom Ewing (2013) ESOMAR
  20. 20. ? “Neuromarketing heeft zijn eigen black box geschapen. Gezond wantrouwen is dus op zijn plaats”