NEUROMARKET ING

Assoc. Prof. Yener Girişken

• Week 2 - Understanding the Human Brain and

Consumer Behaviour
The structure and function of the
human brain

• The human brain is the most complex organ in the body,

containing billions of neurons and trillions of connections
between them.
• It is responsible for controlling all of the body's functions, as well
as our thoughts, emotions, and behaviors.
• Understanding the structure and function of the brain is
essential for understanding the underlying neural mechanisms
of consumer behavior and decision-making, which are the focus
of neuromarketing research.
 The human brain is divided into several different regions, each of which is responsible
for different functions. The largest and most prominent part of the brain is the
cerebrum, which is divided into two hemispheres (the left and right). The cerebrum is
responsible for conscious thought, perception, and voluntary actions.

Within each hemisphere of the cerebrum are several distinct regions, each of which is
responsible for different functions. These regions are commonly referred to as lobes,

Structure
and include the frontal, parietal, temporal, and occipital lobes.

of the
The frontal lobe, located at the front of the brain, is responsible for
executive functions
such as decision-making, planning, and problem-solving. The parietal lobe,

Brain
located at
the top and back of the brain, is responsible for processing sensory
information,
including touch, temperature, and pain.

The temporal lobe, located at the side of the brain, is responsible for
processing auditory information and is also involved in
memory formation.
The occipital lobe, located at the back of the brain, is responsible
for processing visual information.
 • Consumer behavior and decision-making
are complex processes that are
influenced by a variety of factors,
including psychological, social, and
cultural factors.
• In order to effectively market products
Consumer and services, it is important to
behaviour and understand the underlying neural
mechanisms that drive consumer
decision making behavior and decision-making.
• Neuromarketing research can provide
valuable insights into these mechanisms,
helping businesses to create more
effective marketing campaigns.
Factors Influencing Consumer Behavior

• Consumer behavior is influenced by a wide range of factors, including

personal preferences, cultural norms, and social influences. At the core of
consumer behavior is the decision-making process, which involves a
series of steps that consumers go through when choosing between
different products or services.
• The decision-making process can be broken down into five stages:
problem
• recognition, information search, evaluation of alternatives, purchase
decision, and post-purchase evaluation.
• Each of these stages is influenced by a variety of factors, both conscious
and unconscious.
• The Impact of Neuromarketing on Consumer Behavior

• By understanding the underlying neural mechanisms that drive the

impact of emotions and cognition on consumer behavior,
neuromarketers can create more effective and targeted marketing
campaigns.
• For example, by measuring brain activity in the amygdala, prefrontal
cortex, parietal cortex, and hippocampus, neuromarketers can gain
insights into how emotions and cognitive processes influence consumer
behavior, and create more effective and targeted marketing messages.
• Instead, neuromarketing seeks to measure consumer responses to
marketing stimuli directly, using objective physiological measures such as
brain activity, eye tracking, and skin conductance.
• In conclusion, emotions and cognition play a significant role in
shaping consumer behavior, and neuromarketing research can
provide valuable insights into the underlying neural
mechanisms that drive this relationship.
• By leveraging these insights, businesses can create more
effective and targeted marketing campaigns, gaining a
competitive edge and building more successful marketing
strategies.
• Neuromarketing research has identified several neural
mechanisms that are involved in the decision-making process.
• These mechanisms include attention, emotional processing,
memory formation, and reward processing.
• Attention: Attention is the process of selectively focusing on
certain aspects of the environment while ignoring others. This
process is influenced by both external stimuli, such as
advertising, and internal factors, such as personal preferences
and goals.
• Emotional Processing: Emotions play a significant role in
consumer behavior and decision-making.
• Different regions of the brain, such as the amygdala and
prefrontal cortex, are involved in the processing of emotional
information and the regulation of emotional responses.
• Memory Formation: Memory formation is the process of
encoding, storing, and retrieving information. Memory plays a
critical role in decision-making, as consumers rely on their
previous experiences and knowledge to make choices.
• Reward Processing: The brain's reward system, located in the
basal ganglia and other regions, is responsible for regulating
our motivation and response to pleasurable stimuli.
Conclusion
• Understanding the neural mechanisms of consumer behavior
and decision-making is essential for creating effective marketing
campaigns. Neuromarketing research can provide valuable
insights into how attention, emotion, memory, and reward
processing influence consumer behavior, helping businesses to
create more effective and targeted marketing strategies. By
leveraging these insights, businesses can gain a competitive
edge and build more successful marketing campaigns.
Thank You