Neuromarketing is a field that uses neuroscience technologies like fMRI to understand consumer brain responses to advertising and brands. Two case studies are described: a Pepsi vs Coke taste test found brand knowledge influenced perceptions of taste, and viewing sports cars strongly activated reward areas of the brain. Supporters argue neuromarketing can improve ad effectiveness and product targeting, while opponents see it as a form of brainwashing that could spread degraded values and disease. The field is still emerging but may influence how commerce and ethics develop regarding commercial use of brain scanning.

1. NEUROMARKETING

2. The brain’s “buy button”.
Inside the mind of
the consumer;
What’s going on
in there?
THE future
of advertising?

3. Points of interest.

4. Basic

5. Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
• Why some brands have a devoted cult-
like following while others have zero
loyalty?
• 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 outsell
their competitors?
Did you ever wonder?

6. Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
• Why some brands have a devoted cult-
like following while others have zero
loyalty?
• 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 outsell
their competitors?
Did you ever wonder?

7. Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
What is?
“Neuromarketing is a field of study using
neuroscience technology, such as
functional magnetic resonance imaging
(fMRI), to see how people's
brains respond to advertising
and other brand-related messages”.

8. Practice

9. How neuromarketing works.

10. Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
How neuromarketing works?
Focus Group
Laddering
Survey
Choice modeling
Observation

11. Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
How neuromarketing works?
fMRI Facial coding
Voice Analysis
Eye tracking
Response
Latency Zmet

12. Round up

13. Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
• Why some brands have a devoted cult-
like following while others have zero
loyalty?
• 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 outsell
their competitors?
Coke vs. Pepsi

14. Coke vs. Pepsi
Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
In a study from the group of Read Montague published in 2004;
67 people had their brains scanned while being given the “Pepsi Challenge”, a blind taste test of Coca
Cola and Pepsi;
50% choose Pepsi and Pepsi tended to produce a stronger response than Coke in the brain's prefrontal
cortex (region thought to process feelings of reward);
When the subjects were told they were drinking Coke, ¾ said that Coke tasted better; their brain activity
had also changed.
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.
Results showed 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.

15. Daimler Chrysler
Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
A DaimlerChrysler study in Ulm showed
pictures of 66 different cars:
22 sports cars, 22 sedans and 22 small cars to
12 men, with an average age of 31, as they lay
in a scanner.
Far more than the other models, sports cars
excited areas of the brain associated with
reward and reinforcement.
Among the sports cars that generated the
strongest brain responses: the Ferrari 360
Modena, the BMW Z8 and the upcoming
Mercedes SLR.

16. Supporters and opponents
Supporters say:
- ads will be more effective by helping
consumers either buy or become
more loyal to a brand
- It identifies audience interest and
enables advertisers to be more
specific in providing products that
consumers want
Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
Opponents say:
- form of “brainwashing”
- increased incidence of marketing-
related diseases
- more effective political propaganda
- more effective promotion of
degraded values

17. It still is in one's infancy
The more senses you trigger and
associate with products/services,
the more people will appeal to
customers' emotions and influence
their buying behavior
Enables advertisers to be more
specific in providing products that
consumers want
 Form of “brainwashing”
Conclusion
Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion

18. Discussion

19. Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
Question 1
Evolution of advertising
or
unethical use of medical
technology?

20. Question 2
Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
Do you think that neuromarketing
will ever be used
as a mainstream research method?

21. Question 3
Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
As brain imaging spreads to
nonmedical uses, will
commerce overtake ethics?

22. Question 4
Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
Are scanning technologies really
appropriate for nonmedical uses?

23. Question 5
Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
Should advertisers probe human
minds as a means of boosting
product sales?

24. Question 6
Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
In which measure do you think
that neuromarketing will be
bounded to political laws?

25. Question 7
Did you ever wonder?
What is?
Traditional methods
Psycho-physiological
Cases
Supporters & Opponents
Conclusion
Discussion
If we are stuck with our hands and
our feet, is the return of
neuromarketing worth the
investment?