Marlon Jackson's List: The Neuroscience of Marketing

• a branch (as neurophysiology) of the life sciences that deals with the anatomy, physiology, biochemistry, or molecular biology of nerves and nervous tissue and especially with their relation to behavior and learning

• fMRI is technology that can create a picture of brain activity by increasing blood oxygenation
• "What people think and feel is dictated by where in the brain it happens, and EEG has no way of telling you that. The temporal precision of fMRI is good enough that I can tell you what you reacted to in a commercial."
• But some associations between stimuli and brain region, he says, are stronger than others, particularly when it comes to marketing messages -- and the key with fMRI is that it can hone in on those regions much more specifically than an EEG can because of the 3-D view it provides.

• One of Iacoboni's favorite examples of this is the fMRI study he performed on Super Bowl ads. Exposed to ads that played on a female actress' sex appeal, including one from GoDaddy.com, women who were tested dismissed it verbally as exploitative.

    

  What was happening deep inside their brains, however, said otherwise. "Actually, they really enjoyed it," Iacoboni says. The areas of the brain that encode reward lit up on the fMRI in the women studied; so did the areas indicating empathy -- meaning despite what they said, these women saw the actress as someone they identified with and wanted to emulate.

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• The human is now in control in an "always on" world of long tails of media and purchase choices, and where social media lead to information and opinions spreading like wildfire. Marketers now have a partner in managing their brand in a world where push marketing turns into pull in the blink of an eye, for example, where TV advertising leads to search as people often are media multitasking. In this world, marketing teams are seeking new ways of connecting their brands to people. These initiatives will require new mental models that will lead to new tools and metrics, but first we must relearn the consumer.
• Neuroscience, anthropology, and behavioral economics have painted a totally different picture of how people absorb messaging, retrieve memories, and make decisions from what was believed only 5-10 years ago.
• So, if an enterprise wants to put humans at the center, it must become a learning organization that anticipates the human's next move. And this is the research function's big opportunity — its moment in time

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• neuroscience will play a revolutionary role in research and marketing in future
• Neuroscience-based methods do not reveal the inner truth, rather they provide additional perspective on consumers’ responses to brands and marketing

• • Neuromarketing provides cutting edge methods for directly probing minds without requiring demanding cognitive or conscious participation.  
• • Can neuromarketing succeed in developing predictive models that can explain why we buy anything?
• • Looking at a consumer behavior from a brain perspective.
• • READ MONTAGUE
    PROFESSOR OF NEUROSCIENCE
    BAYLOR COLLEGE OF MEDICINE
    
    Different parts of the brain light up if people are aware or not aware of the brand they consume.  A strong brand can control the frontal lobe. Which is where our attention, short-term memory, thinking and planning occurs.  When people know they are drinking Coke they prefer Coke.  When people don't know which brand they are drinking they prefer Pepsi.  
• • For too long, both marketers and advertisers have relied on ancient ways to create and assess effective advertising campaigns.  Spending way to much money on products that will never see the light of day.  Failing to attract consumer attention and successfully impact our memory banks. 
• • There are specific principles that should apply to advertising messages in order to optimize the processing of information at the level of our brain.  We receive an average of 10,000 messages per day. This volume of data is largely irrelevant unless it speaks directly to the reptilian brain.  

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• • Some argue that results could be used in influencing decision making process of consumer on an unconscious level hence unknowingly to consumer alter his choice.  
• • Technological advances have provided researchers with a variety of research tools
• • Conventional market research share a common problem and that is questionable accuracy of consumers answers. Inaccuracy can arise because of unwillingness of consumers to share a true answer with a researcher or their lack of understanding and interpretation of their true reactions.   
• • Neuroscientific tools applied in the field of marketing measure brain activity of consumers during exposure of a consumer to marketing stimuli.  Brain activity is measured by intensity and location in the brain. Different parts of the brain show increased activity when subjects are exposed to enjoyable experience, unpleasant experience, complex consumer problem solving etc.  Observing a specific brain reaction after exposing the subjects to marketing stimuli and deriving conclusions combining neuroscience and marketing knowledge is what Neuromarketing is all about.
• • Neural activity has shown that higher price does not only influence the perceived quality of the consumer, but also an experienced quality is indicated by the brain activity.
• • Researchers should have cross-field neuroscientific nad marketing knowledge in order to better relate existing concepts in both fields. 

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