Assignment Fsd

8/2/2019 Assignment Fsd .

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ASSIGNMENT

ON

“NEUROMARKETING”

SUBMITTED BY:- MUDIT MISRA

DIVISION: A

ROLL NO.: 40



NEUROMARKETING

Neuromarketing is a new field of marketing which uses medical

technologies such as functional Magnetic Resonance Imaging (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.

Marketing analysts will use neuromarketing to better measure a

consumer’s preference, as the verbal response given to the question

“Do you like this product?” may not always be the true answer. Thisknowledge will help marketers create products and services designed

more effectively and marketing campaigns focused more on the brain’s

response.

Neuromarketing will tell the marketer what the consumer reacts to,

whether it was the color of the packaging, the sound the box makes

when shaken, or the idea that they will have something their co-consumers do not.

Neuromarketing is the application of neuroscience to marketing.

Neuromarketing includes the direct use of brain imaging, scanning, or

other brain activity measurement technology to measure a subject’s

response to specific products, packaging, advertising, or other

marketing elements. In some cases, the brain responses measured by

these techniques may not be consciously perceived by the subject;

hence, this data may be more revealing than self-reporting on surveys,

in focus groups, etc.



More generally, neuromarketing also includes the use of neuroscience

research in marketing. For example, using fMRI or other techniques,

researchers may find that a particular stimulus causes a consistent

response in the brain of test subjects, and that this response iscorrelated with a desired behavior (e.g., trying something new). A

marketing campaign that specifically incorporates that stimulus hoping

to create that behavior can be said to incorporate neuromarketing,

even though no physical testing of subjects was done for that

campaign.

One of the challenges is that in some respects, ALL marketing is

neuromarketing, since marketing campaigns are almost always trying to

produce some kind of brain activity that will lead to a desired behavior

(e.g., buying a product). That’s not a partularly useful way to look at

neuromarketing, though, in the same way that saying “everything is

chemistry” (since all living and nonliving things are made up of

molecules) is true but not helpful. Hence, we exclude marketing efforts

that don’t specifically incorporate neuroscience research – either

through new tests or by using the data from past work.

Neuromarketing-

ethical concerns

“Consumer rights rest upon the assumption that consumer dignity

should be respected, and that producers have a duty to treat

consumers as ends in themselves, and not only as means to the

end of the producer. Thus, consumer rights are inalienable



entitlements to fair treatment when entering into exchanges with

other parties”.

e.g.: consumer’s right to privacy, fair pricing and free thought and

choice

“…do…advertising techniques…involve a violation of human

autonomy and a manipulation and control of consumer

behaviour, or do they simply provide an efficient and cost

effective means of giving the consumer information on the

basis of which he or she makes a free choice. Is

advertisement infor mation, or creation of desire?”

human beings do not have a so called free will, as the brain reacts

to stimuli split seconds before the human being recognises them

consciously

an escape from ethical responsibility in general?

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Assignment Fsd