Introduction The need for Neuromarketing: In this world, creating a new product, as good as it may be, is not enough. The success of any product, in this day and age, depends grandly on the way it is presented to the market. Marketing is responsible in assuring a successful launch of a product, new or reinvented, and to assure its sustainability in this competitive world. For those reasons, billions of dollars are spent each year on tools and strategies to improve marketing research and predict the success of a product: many marketing firms form focus groups, do trials and conduct many tests just to end up with a fairly high percentage of failures. With the multitudes of new companies emerging, the market place has never been this competitive, and continues to get more crowded, which reduces the likelihood of success for any firm. Marketers are having a much harder time trying to predict what appeals to their target consumers. It would be a miracle if they could just read the consumers minds and finally focus on their exact needs! Do you think that marketers would dare tapping into the human brain? The answer to that is yes: marketers today are resorting to neuroscience to learn why consumers make the decisions they do, and what part of the brain is telling them to do it. A new concept was born in the marketing world; we talk about Neuromarketing. What is neuromarketing? “Neuromarketing is a new field of marketing research that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli.” The technologies used by the researchers range from functional magnetic resonance imaging (fMRI) that measures the changes in the different parts of the brain, to Steady state topography (SST) an... ... middle of paper ... ...n selling more and more everyday. It wouldn’t be fair to only accuse neuromarketing of such wrongdoings. We should not confuse the tool (neuromarketing) and the purpose of the actions that are fundamentally economic. Neuromarketing and the youth: Shouldn’t we fear the effect that neuromarketing could have on our defenseless youth? Humans, at a young age, are known to be easily influenced. Neuromarketing targeting the young can attract them towards consuming unhealthy products resulting in pathologies, addictions and obesity. We can also already see the popularity of those violent video games amongst the young. With neuromarketing, the video game industry can trigger positive feelings with the violent games. Some could believe that this might affect the character of the customers, leading them to think that violence and theft are acceptable in our society.
... emotional and rational appeal are important. I agree mostly with the second source because although the advertisements that trigger my feelings are effective, I am also a rational person and want evidence showing the benefits of purchasing the product or service. I would like to dig deeper into this topic for my final paper to find out more strategies and how they are effectively used by marketing companies.
Violent video games are undoubtedly a legalized drug for children and teens, numbing their thoughts and reprogramming their minds. Like drugs, it desensitizes them, and makes them more prone to violence. This idea of violent video games was not a phenomenon until the late 20th century, and evolved from racing into enemies, to free-for-all drug abuse and sexual/physical violence that most youth know and play today. These games have a detrimental impact on teens, making them eat more, become more aggressive, and wash away their morality. Although some may try to argue with reality, countering that it helps them socially, similar to the idea of teens taking drugs, violent video games reduce their overall health and need to be taken care of.
Children today are exposed to more graphic violence in video games compared to any past generations. This is because the media finds that making a profit, surpasses the lives of the adolescents that play these games. However, over time two sets of views formed from the violence in video games. James D. Sauer, is a graduate of the School of Physiology. In his article, “Violent Video Games: The Effects of Narrative Context and Reward Structure on In-Game and Postgame Aggression,” Sauer, describes how adolescents gain forms of aggression and violence after playing certain games.
Research has shown that violent video games will not turn people, more specifically teenagers, into psychotic killers. Video games are more of a hobby, or addicting obsession amongst teens. In fact, crime in America has been reduced because video games act as a way to vent out any anger or urges that can go through teenagers “Imaginary Guns”. “Teenagers are able to understand the difference of video game violence and reality”. Video games are said to be a poor influence on the younger generation of kids. Even so, more and more individuals, teenagers count in the category, are starting to play video games on a day to day basis. Video games are a form of entertainment to the new generation, just as songs are heard and television is watched by many individuals around the globe. Video games are interactive entertainment that actually can “work out” the brain by having to think of strategies in order to progress in a game or things of that matter. Video games have many positive effects on the brain and can keep the brain active by doing interactive objectives that video games have to offer. Let’s say an individual were playing a video game having to solve various amounts of puzzles in order to solve a murder case and catch the criminal, or maybe even find missing pieces of a puzzle just to unlock a gate. All these activities keep the brain active and focused on what a person(s) trying to accomplish in the game. This activity will expand the imagination and the brains way of thinking to solve each puzzle or event that plays out in interactive games.
Most of the noninvasive imaging methods estimate brain activity by changes in blood flow, oxygen consumption, glucose utilization, etc. Discuss the potential problems with using this type of indirect measure.
The first neuroimaging technique was known as the “Human Circulation Balance”, which was invented by Angelo Masso in the 1880’s. This method of neuroimagery was able to measure the redistribution of blood during emotional and intellectual activity using the non-invasive techniques outlined above. There have been significant changes in technology since this, including the introduction of Magnetic Resonance Imaging scans (MRI) in the 1970’s and Computed Axial Tomography scans (CT) in the 1980’s. From these methods of neuroimagery came Magneto encephalography (MEG), Position Emission Tomography (PET), Electroencephalography (EEG) and Functional Magnetic Resonance Imagery (fMRI).
Functional Magnetic Resonance Imaging (fMRI),which is one of the most exciting recent developments in biomedical magnetic resonance imaging, allows the non-invasive visualisation of human brain function(1).
Today, advances in technology and design are providing many opportunities for new and existing businesses to re-invent themselves and their marketing strategies.
Video games have been a rapidly expanding industry since their inception in the 1970s. Along with their growth have come concerns about violent video games and their effects on aggression and violence in young people. The endless numbers of school shootings have pushed this issue to the forefront. These events brought about the question: do violent video games induce aggression in youth? That’s the question I set out to answer by looking at research. The research shows that there is a link between playing video games and increases in aggression in adolescents. What implications does this fact have ethically? It means that video game producers and distributors need to be held responsible for their releases and the way they end up in the hands of kids.
Some people believe that violent video games can cause behavioral problems. This is not true; it is only their opinion. They may say people that play violent video games start having behavioral problems, and what was that cause? It is only people and it has no effect on them, only their own actions and their mental health issues. The violent video games for computers and consoles’ sales rate went up, but violent crime offenses went down.
Apple depends on building a better product and in turn, the product itself leads people to purchase from Apple. However, new or improved products will not necessarily be successful unless they are priced, distributed, advertised, and sold properly (Kotler & Keller, 2012). The holistic concept encourages the marketer to integrate marketing activities and assemble marketing programs to create, communicate, and deliver value for consumers such that “the whole is greater than the sum of its parts (Kotler & Keller, 2012). This is why Apple advertises how much the new feature will enhance the consumers’ life and release snippet tutorials of how to use the new features or
When creating a marketing mix for a product, the company needs to look at the 4Ps: product, place, price and promotion (Eugene McCarthy, 1960). “When considering the 4 P’s of the GoPro, it is clear that the company’s success has been due in large to such great marketing.” (Suki Chan, 2013)[1].
These emotions as we know it can be easily be attach themselves to the human experience in theirs likes and dislikes. “In effect, advertisers over the years have blindly felt their way around the underside of the American psyche, and by trial and error have discovered the softest points of entree, the places where their messages have the greatest likelihood of getting by consumers ' defenses (Petracca and Sorapure 46).” Each day marketers discover ways in how they can get into people’s emotions in order for them to buy their products. That is why marketers already have invested over 8 billion dollars in 2006 in a new research called neuromarketing. This new research sounds very encouraging to foretell in how consumers are going to use their money (Petracca and Sorapure 110).” These researches and their new discoveries is a breakthrough in the marketing world that will change our future ideology in how we buy products and
Video games that include violence have become recognized by numerous people and have been linked to the violence that occurs in the real world. Some people believe this statement to be true, but others find a lack of evidence to support these accusations. Not only has video games affected our outlook on violence, but also affected the way children behave. Researchers believe that the increase in aggressive behavior in children has to do with the violent games they play. While some researchers have this ideology that is backed up with their research, others believe it does the opposite. Scientists have become aware that if gamers play action games, their cognitive skills improve. With having more than half of the American population playing video games, multiple movies have become based off video games as a way to attract this audience and increase the popularity of movie industries. Thus, society will continue to be influenced by video games because it has become part of our lifestyle and with the advancement in technology, the influence will only become
When brain storming for product change and marketing strategies, think about how you could use the data you are collecting to help the customer.