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Marketers and marketers often understand customers' opinions and responses while selling. Several approaches have been developed to further investigate and comprehend the user. Orthodox campaign strategies, such as random sampling for polls and filling out questionnaires about what people think of their goods, are also in use (Brat 1). Despite the fact that this approach yielded some valuable knowledge, it has a variety of flaws. As a result, advertisers began to use people's brain responses to ads and other similar communications. Neuromarketing is the most current, successful, and important marketing tactic. As opposed to other methods of collecting knowledge on the industry, it is free of prejudice. Neuromarketing employs the use of high-tech brain scanning technologies like functional magnetic resonance imaging to measure the involuntary response to various types of stimuli such as brand, containers, advertising in addition to other marketing elements (Brat 1). With the technology involved the method bypasses the consumer opinion which always differs from the real response to stimuli and goes straight to monitor our cognitive response in the brain. After numerous research in the market, study shows that consumers are not in opposition to tell what they want the thoughts that drive their behavioral response is hidden deep down the subconscious mind. However, the thoughts are always visual that’s why by use of visual images and consumer metaphors one can examine the mental shapes that power consumer thinking and behavior. The paper discusses Neuromarketing about its ethical issues, credibility or reliability, its future and the use of fMRI.
The fact that Neuromarketing involves scanning of the brain it has raised many ethical issues. Most people are afraid that use of Neuromarketing technique against the consumer for the benefit of the organizations (Stanton et al. 5). Since the technology examines our cognitive response directly from the brain, fears are that most firms may adopt it for economic gains by applying subconscious messages into our daily life and influencing us to buy their products (Brammer and Michael 1015). Therefore the methodology is seen unethical, and it is under opposition by many. For instance, an organization based in the USA known as Commercial Alert went petitioned to the US Congress to terminate Neuromarketing while arguing that researcher might use the neuroscience for commercial gain or spread political propaganda. In addition to the unethical use of the information gained from neuroscience the problem of security also arises. The security of the people who are adversely affected by the research as well as the consumers. In cases where the researchers discover an anomaly in the brain while performing the Functional Magnetic Resonance Imaging, they might not be in a position to know what to do since they are not medical experts. The ethical dilemma arises as to whether it is the responsibility of the company to inform the volunteer of the findings or not. On the other hand, the finding might be a false positive. The controversy surrounding Neuromarketing is because of lack of ethical limits, lack of transparency, little knowledge about complex brain functionality, and the use of neuroscientific technology without proper knowledge in neuroscience (Stanton et al. 7).
Future of Neuromarketing
Against all the odds Neuromarketing has emerged as one of the most effective methods of marketing research, and it is already evident that the field has a bright future. Earlier the cost of Neuromarketing research method was high as compared to other methods like a survey. It is because the technology involved is costly too. However, with the continuous evolution of technology, the experiments will be less costly, and the storage of data will be easier. The technology advances have made the research cheaper and faster hence making it accessible to many organizations. The new method of marketing has enabled scientist to understand how near instant brain and body response relates to how individuals generate the meaning from new information. Several researchers have proposed the use of Nano marketing technology to identify emotional states. The use of Nanotechnology is the driving force of the succulent future of Neuromarketing. With Nanotechnology Neuro and Bio Dashboards will be used most often to generate intuitions based on consistent understanding obtained through the integration of data from non-conscience streams like the EEG, Galvanic skin resonance (GSR), Electromyography (EMG), and respiration amongst others. The combined streams will enable real-time analysis which will best predict the stimulus ability to direct the attention, arousal, and engagement of the consumer (Dooley and Roger 54). The dashboard will stimulate remote data analysis giving clients a chance to upload prototypes of test materials such as the designs of packaging, narratives, web, and television visual content. The findings will be more reliable and valid. Since the device involved in Nano marketing are small portability will increase hence giving the scientist a chance to move around with their devices as they work (Brat 1). Nanotechnology devices are multifunctional they will be able to measure multiple parameters at the same time, therefore, improving the legitimacy and reliability of the information gathered. In future laboratory experiments may be combined with daily life miniaturing devices examinations hence providing a chance for multiple neurological, physical and biological signs to be measured at the same time. The growing increase in understanding if the human cognitive function can help to comprehend compulsive behaviors involved in buying and even provide a chance to protect the customer from destructive activities. With the use of Nano marketing disadvantages of Neuromarketing can be easily eluded. For instance, with the creation of a Nano marketing framework, it can help defend consumer privacy.
The use of fMRI Technology in Neuromarketing
To understand the cognitive functionality of human beings researchers uses various techniques to observe the brain. In Neuromarketing researchers use the Electroencephalogram (EEG) and the functional Magnetic Resonance Imaging (fMRI) techniques to monitor the brain functionality of a person (Lehrer and Jonah 1). Functional magnetic resonance imaging is used to examine the changes in bloodstream and oxygen levels as a result of the cognitive activity while on the other side EEG utilizes the scale cathodes to record the electrical movement outside the cerebrum. The two method gives the scientist the power to separate the framework of neurons about elements of the mind. Mapping the response of the brain to different dimensions of the product is made possible by the aid of an fMRI scanner since different parts of the brain react differently to test, aroma, texture, sound and the appearance (Dooley and Roger 55). Therefore marketers observing this changes they can see the response of the consumers if they want to make changes to their products. Functional Magnetic Resonance provides the researchers with the real pictures of the neural activity that is related to vision alongside the cognitive and full feeling reaction to stimuli. Many organization that deals with Neuromarketing are used fMRI for neuroeconomic studies which use the innovation of cerebrum filtering to examine how people make decisions, evaluate risks and rewards. FMRI scans provide crucial behavioral information of consumers such as predicting market level music deal and philanthropy gifts. The use of brain scanned images from the fMRI technology as positively impacted the progress of Neuromarketing as a marketing research tool.
Reliability of Neuromarketing as a commercial practice
Neuromarketing as a method of marketing as raised the standard of marketing to a different level with outstanding results. It is rational to agree that Neuromarketing is a credible technique to use in commercial practices. To begin with, it has enhanced the use of effective packaging. Research shows that the attractiveness of the packet is what matters and not the content (Lewis et al. 683). Hence it is the neuroimaging of the consumer that affect whether the customer will be willing to purchase a product or not. Therefore recently neuroimaging is put in use by advertisers and marketers to reimage and change the packaging of their product. More so many organization are spending more time and resources to design that effective package that will attract the eye of the consumer. However, many presentations and designing of packaging use Neuromarketing techniques. More so color being the key factor in neuroimaging many organization are associating specific colors with their brands. For example, Coca-Cola Company has adopted the red as its marketing color (Dooley and Roger 54). The correct choice of color plays a critical part in the success of a product in the market. Hence Neuromarketing is credible such that it helps in branding of a product, the design of a product and innovation, the effectiveness of commercial practices such as advertising, and decision making (Lewis et al. 683). In the advertisement, neuro-advertising is the most efficient method of utilizing the human mental functioning in the market setting. In the traditional conventional method, science was used to study the consumer's test and preference. However, Neuromarketing concentrates on the study of individual’s response to particular stimuli. The results are scrutinized and used to conclude the test and preference of the customers. The method is effective since it conveys the subconscious preference of the consumer that cannot be shown by conduct. The main purpose of the Neuromarketing experiment is to build focus in marketing new products and shopping conditions, enhancing publicizing of efforts, and focusing on the thoughts behind the consumer’s preference for exact brands. The findings of a Neuromarketing research help marketers and advertisers to understand the client's psychological, enthusiastic and mental action influence on their purchasing choice. Neuromarketing employs the use of various approaches in the market such as consultative selling approach. The approach recommends that the marketers or advertisers have to understand the shopping experience of the customers from the moment they go to a store to the time they exit since it enhances the client’s engagement handle that has long-term effects. Many stimuli are present as one enters a store without forgetting attraction to other customers, promotions, items and the entire advertising environment (Dooley and Roger 60). With the Neuromarketing information, an organization is in a position to market their product in the most attractive way that will capture the interest of the consumer with little ease.
In conclusion in the market, today Neuromarketing is the most ideal, reliable and efficient marketing tool. With the growth of technology Neuromarketing is also improving in efficiency. This method of research is being used by many marketing companies to influence consumers subliminally on what products to purchase. The commercial use of the neuroscience technology has brought up many controversies in the society with various organizations petitioning for the termination of the use of Neuromarketing. From the literature, we have seen that there is potential for Neuromarketing to progress into a product precision machine that discloses the subconscious customer information. Since Nano marketing eradicates some of the ethical issues that Neuromarketing and also improves the portability of the devices used in research, it cements the future of the marketing tool. Many factors influence the will of a consumer to purchase a product. Therefore advertisers should pay attention to the color, size, and design of the package so as to effectively market their product.
Brammer, Michael. "Brain Scam?" Nature Neuroscience 7.10 (2004): 1015-1015
Brat, Ilan. "The emotional quotient of soup shopping." Wall Street Journal 17 (2010): 1.
Dooley, Roger. Brainfluence: 100 ways to persuade & convince consumers with neuromarketing. John Wiley & Sons, 2011: 53-62
Lehrer, Jonah. "Picturing our thoughts." Boston Globe (2008). 1-4
Lewis, David, and D. Phil. "Market researchers make growing use of brain imaging." Nature Neuroscience 7.7 (2004): 683.
Stanton, Steven J., Walter Sinnott-Armstrong, and Scott A. Huettel. "Neuromarketing: Ethical implications of its usage and potential misuse." Journal of Business Ethics (2016): 1-13.
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