Applying Scientific Reasoning to the Field of Marketing by Terry Grapentine

Author:Terry Grapentine [Grapentine, Terry]
Language: eng
Format: mobi, epub
Publisher: Business Expert Press
Published: 2012-10-02T14:00:00+00:00

• Neuromarketing (NM): “…a new field of marketing which uses medical technologies such as fMRI to study the brain’s responses to marketing stimuli. Researchers use the fMRI to measure changes in activity in parts of the brain and to learn why consumers make the decisions they do, and what part of the brain is telling them to do it…”11 An example: Showing consumers using your product in an advertisement—as opposed to merely showing a static picture of it—can stimulate the brain’s mirror neurons, which are involved in our directly mimicking or experiencing vicariously the actions of others. As Martin Lindstrom says in his book, buy · ology, thinking about “other people’s buying behavior affects our shopping experience, and ultimately influences our purchasing decisions.”12

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