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Neuromarketing, a functional magnetic resonance imaging (fMRI) research model aiming to optimize advertising strategies, is a rapidly growing subfield of peripheral persuasion marketing. This marketing discipline, mostly populated by marketing, not neurological sciences, experts, is interested in influencing consumers’ to subconsciously remember a product and then act on instinctual urges, resulting in a product purchase. A brief history of neuromarketing techniques that have been used prior to the advent of “neuromarketing” proper (i.e., the use of fMRI tools in marketing research) reveals this field to be primarily rooted in Skinnerian Behaviorism; however, the neurological implications of neuromarketing strategies relies on the unconscious activity of the brain’s pleasure center. This paper reviews the brief history of neuromarketing, the strategies neuromarketers use to influence behavior, and future implications and directions for neuromarketing research.
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“If you notice it as advertising, it hasn’t
worked”Peripheral persuasion and neuromarketing as Behaviorism
A presentation by Bryce Hantla ([email protected])for Critical Information: Graduate Student Conference at the School of Visual Arts
New York, NY December 2nd, 2012
Central Routes to Persuasion: Advertising outlets that attempt to convince you to buy something through a traditional advertising media.
Sympathy for advertisements declines with age and that “the intention of advertising – to sell something – is already understood by 57.1% of six year olds,” implying that awareness equals rejection or at least more critical evaluation.
(R. Bergler 1999, p. 43)
Are you persuaded yet?
It all started with…
Peripheral Persuasion or “integrated advertising” attempts to seamlessly weave in consumerist advertising material with regular programming
Some pursues you
Another Approach
Some you pursue
The end-all goal of any marketing tact is to get a consumer to behave in a way that s/he may not necessarily behave otherwise; i.e., to buy something
These methods generally rely on B.F. Skinner’s classic model of psychological training called Behaviorism
Behaviorism uses “operant conditioning” or “priming” to influence consumers toward making a purchase
What’s the Point?
Indirect Biometrics◦ Galvanic Skin Response (GSR)
How Sophisticated Are We?
Indirect Biometrics◦ Pupillometry and Eye-Tracking Software
Biometrics and Advertising
Landmark functional magnetic resonance imaging (fMRI) study by Montague et al. (2002) compared Coke and Pepsi while hooked up to real-time brain scanning equipment (first instance of the term “neuromarketing” in the literature)
Biometrics and Advertising
Behaviorism and the Reptilian Brain
So in closing…
