Neuromarketing uses techniques like eye tracking, facial coding, EEG, and fMRI to study unconscious consumer responses to advertising by measuring brain activity and physiological signals. This emerging field aims to more effectively predict purchasing decisions by understanding how the brain decides what to buy below the level of conscious awareness. While neuromarketing provides insights, challenges include high costs, need for specialized equipment and qualified researchers, and ethical concerns about potentially manipulating consumer behavior.

1. NEUROMARKETING
NEURO + MARKETING
Advertising is becoming more scientifically advanced
NISHTHA JAIN | 1067

2. WHO DECIDES
WHAT WE
BUY?
WHY NEUROMARKETING EMERGED
THE SCIENCE BEHIND THE SCIENCE
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NISHTHA JAIN | 1067

3. AT A
GLANCE
Key takeaways:
There's a need to study and
forecast the effectiveness of
advertising campaigns
Even the most direct primary
research channels have their
unavoidable limitations
The physiology behind how the
brain works can help create
effective adertising campaigns
NISHTHA JAIN | 1067

4. HOW CAN
SCIENCE
PREDICT
WHAT WE'LL
BUY?
We have the freedom to buy what
you want. Or do we?
In 2008, a team of scientists in Germany published a
study showing how the brain unconsciously prepares our
decisions: that several seconds before we consciously
decide what we’re going to do, its outcome can be
predicted by looking at unconscious activity in our grey
matter.

5. OUTDATED BELIEF
Consumers make conscious, logical decisions.
Consumers compare multiple competing brands
and price points when evaluating a purchasing
decision. - As reported by consumers in a research
conduct at Harvard.
WHAT WE'RE INCHING TOWARDS
People are fairly good at expressing what they want,
what they like, or even how much they will pay for an item
but they aren’t very good at accessing where that value
comes from, or how and when it is influenced
by factors like store displays or brands.

6. Tracking technology
to gain insights
A product gets 20
seconds to persuade
Access where that
value comes from
THE
EXPERIMENT
SUPERMARKET EXPERIMENT TO GAUGE CUSTOMER PREFERENCES

7. SOUND & COLOUR
2X MORE
People bought
high pitched music - white shelf
low frequency music - black shelf

8. Always Rational
55.6%
Mostly Rational
29.6%
Sometimes Rational
11.1%
Never Rational
3.7%
CONSUMER
SURVEY

9. USD 2 MN
Neuromarketing solutions will exceed
by 2024
NISHTHA JAIN | 1067

10. TECHNIQUES

11. Eye-trackers identify and register
gaze patterns to explain the visual
path as a response to a specific
stimulus and therefore obtain
information on visual attention.
EYE TRACKING
Measures and registers the
voluntary and involuntary
movements of facial muscles. It is
that it is an inexpensive and
portable technology, given that it
can be implemented with a
webcam.
FACIAL CODING
Magnetoencephalography
analyzes and registers magnetic
activity in the brain with a helmet
that contains 100-300 sensors. This
detects changes in magnetic
fields that have been induced by
the electrical activity of the brain.
MEG
In this method, participants lie in
a bed and with their heads
surrounded by a scanner that
tracks the variations in blood
oxygenation in the brain, which
are correlated to neuronal activity.
FRMI
With this technique, the brain’s
electrical activity is analyzed and
registered by a headband that has
small sensors, which are placed on
the scalp. This method detects
changes in the electrical currents
of brain waves.
EEG
Measures changes in skin
perspiration, which can occur due
to an increase in the activity of
endocrine glands after exposure
to a marketing stimulus that was
physiologically exciting
GSR

14. Most neuroscientists would agree that well
over 90% of our behavior is generated
outside of consciousness. We are more
slaves to our biology than we realize.
"Our rational minds represent a very small
layer floating atop a vast well of unconscious
drivers. Business leaders who understand
biological programming and can leverage it
possess an enormous advantage," explains
neuroscience expert Janet Crawford.

15. It serves a variety of purposes, making presentations
powerful tools for convincing and teaching.
HIGH OPERATING COSTS
It serves a variety of purposes, making presentations
powerful tools for convincing and teaching.
SPECIALISED MACHINERY
It serves a variety of purposes, making presentations
powerful tools for convincing and teaching.
QUALIFIED RESEARCHERS
CHALLENGES

16. ETHICAL
LIMITATION
OVERCONSUMPTION OF ALCOHOL,
CGARETTES, GAMBLING, ETC

17. The best marketing
doesn't feel like marketing.

18. CONCLUSUION
Taking all factors into account
demonstrates that the need for
innovative advertising research using
the latest findings on the brain is both
powerful and timely.
NISHTHA JAIN | 1067