Neuromarketing for a better understanding of consumer needs and emotions

Abstract

In this paper we are talking about the fact that marketing and publicity specialists have become aware of the limitations of traditional market research methods for decades, but only in recent years science has allowed the development of a more effective mechanism by which consumers' thoughts can be deciphered: neuromarketing. This term refers to the use of techniques developed by cognitive neuroscience and psychology specialists to analyze and understand people's reactions to products and promotions, which allows refining marketing efforts to make them more effective. In the article we are talking about the tools used for this purpose, which include magnetic resonance imaging (MRI), brain scanners that identify brain parts that react to different stimuli, and electroencephalography (EEG), devices that measure electrical activity in the brain. By tracking brain reactions to different stimuli, researchers can discover the marketing mechanisms that are most likely to lead to the desired outcome: selling the product. For this, in parallel with the EEG measurements, an eye-tracking device is used, which allows the exact identification of the stimulus that produces the reaction from that moment. Also, some neuromarketing companies also use GSR (galvanic skin response) sensors to measure the electrical conductivity of the skin, which is another element that provides information about the consumer's response to various commercial messages. The purpose of our article is to show the role played by neuromarketing in the correct understanding of consumer needs, words and emotions.

Biomedical Technology in Studying Consumers’ Subconscious Behavior

“…The main goal of neuromarketing is to better understand consumers' behavior toward stimuli such as ads, products, and brands, thereby creating more effective advertising, product, and brand, which might reduce the wastage of the budget [18]. After evaluating documents, it was possible to propose a framework of the neuromarketing tools into three categories, as depicted in Figure 2: (i) Neuroimaging tools; (ii) Physiological tools; and (iii) Self-report methods.…”

The Neuromarketing Concept in Artificial Neural Networks: A Case of Forecasting and Simulation from the Advertising Industry

“…In order to obtain information about the functioning of the human brain in the 1800s, some studies were carried out on animals [6]. Then, the attention of scientists was attracted when an American railroad worker experienced an unusual accident [1]. This railroad worker, who lost a part of his brain in the incident, but managed to survive, demonstrated a change in character after a while, and the observations regarding this episode are thought to have contributed significantly to neuroscience studies [7,8].…”

Electroencephalography (EEG) Technology Applications and Available Devices

“…Neuroscience can also be applied to understanding human emotion in VR with/without the ability to touch the environment [80,81] by displaying various types of media, such as: Neuromarketing or Consumer Neuroscience: Neuromarketing, one of the newest branches of the advertising industry, aims to understand the consumer's needs, behaviors and emotions, and forecast their decision-making processes [81,[85][86][87]. Some neuromarketing research attempts to understand customers' preferences and expectations regarding a specific product [81] and their reaction to TV advertising by analyzing EEG signals [86,87].…”