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...
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...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.
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
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.
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).
... 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.
At this day in age we bask in the luxury of having easy access to advanced technology at our disposal. From the World Wide Web, to cell phones, music, movies and video games the human race has thought of any and everything to keep us entertained. Over the years studies have shown reasonable concerns regarding the long-term effects of video games. These games can desensitize gamers to real life violence, which is usually seen in the younger crowd. The studies especially hit on the games containing player-on-player violence. Though these games are extremely entertaining and can get kids to settle down for a while, if not properly supervised, they can produce adverse effects. Other studies have shown that video games can be used as way to yield positive outcomes such as, good problem solving skills, cooperation in a group and the ability to flow. Although there has been psychological research on children learning through the actions of others some believe that children are automatically able to distinguish between what is just a game and what is reality. The longer they are allowed on their game system the more they become convinced that their games are real. Some researchers believe violent video games can channel the aggression of the child but the parents are to blame for what happens to the child after playing an excessive amount over a period of time. Children can become preoccupied with these violent video games which have been proven to be the cause of poor social skills, uncontrollable aggression and a false reality.
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].
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).
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.
emerging or new market. It can originate from new technology or new market opportunities (Eliashberg, J., Lilien, G. L., & Rao, V. R. 1997). Literature defines product development as exploiting an untapped market opportunity and turning it into a value product for customer satisfaction. Development and introduction of a new product requires extensive research on understanding customer needs, market structure, emerging trends and analysing the internal & external competitive market environments. To evaluate customer satisfaction previous researches provide strong relationship between customer satisfaction and product quality, product features and value for money. ***
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
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
When brain storming for product change and marketing strategies, think about how you could use the data you are collecting to help the customer.