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  • Session 17and 18 Class

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    Sohail Akhtar
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    Neuromarketing is an emerging field that uses knowledge of how the human brain works to understand consumer behavior. It involves measuring physiological signals like brain activity to gain insights into customers' motivations and preferences during decision making. Neuromarketing is important because 95% of decisions are made unconsciously, and emotions in the limbic system greatly influence choices, yet customers often don't know what they want. Techniques like fMRI and EEG are used to examine the brain's response to marketing stimuli and identify regions with high activity to improve products, ads, and branding.

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    PPT Session 17and 18 Class

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    Neuromarketing is an emerging field that uses knowledge of how the human brain works to understand consumer behavior. It involves measuring physiological signals like brain activity to gain insights into customers' motivations and preferences during decision making. Neuromarketing is important because 95% of decisions are made unconsciously, and emotions in the limbic system greatly influence choices, yet customers often don't know what they want. Techniques like fMRI and EEG are used to examine the brain's response to marketing stimuli and identify regions with high activity to improve products, ads, and branding.

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    © All Rights Reserved
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    5 views12 pages

    Session 17and 18 Class

    Uploaded by

    Sohail Akhtar
    Neuromarketing is an emerging field that uses knowledge of how the human brain works to understand consumer behavior. It involves measuring physiological signals like brain activity to gain insights into customers' motivations and preferences during decision making. Neuromarketing is important because 95% of decisions are made unconsciously, and emotions in the limbic system greatly influence choices, yet customers often don't know what they want. Techniques like fMRI and EEG are used to examine the brain's response to marketing stimuli and identify regions with high activity to improve products, ads, and branding.

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    of 12

    NEUROMARKETING

    Neuromarketing
    How we make decisions?
    Consciously vs Unconsciously

    New coke failure was explained in 2004 in Emory University.


    The neural response in form of activation in regions associated with emotion, memory and thinking
    leading to unconscious processing.
    Proves how marketing influences our emotions and decisions without our awareness
    Amazon- 1/10 Second faster website
    Why reviews matter?

    Social Influence
    Neuromarketing
    Emerging field in marketing which benefits from knowledge of working of human brain.
    Using neuromarketing we can determine whether a product activates regions associated with pleasure, reward, familiarity
    etc.
    Measurement of physiological or neural signals to gain insights into customer motivations, preferences of decision-making
    process.
    Why Neuromarketing is so important?
    95% decision made unconsciously
    We cannot take decisions without emotions- Limbic system- Emotional brain
    95% new products fail
    Customers don’t know what they want

    How does it work?


    It uses brain imaging techniques like fMRI to examine brains response to various marketing cues in form of products, advertisements. Tracks blood
    flow in the brain and identify regions with high activity.
    EEG (Electroencephalography) which measures electrical fields generated by neurons on the scalp’s surface by placing specialized electrodes on the
    brain. Measure engagement or recall to improve branding
    EOG- Electrooculography to track eye movements
    EMG- Electromyography to track muscle movements
    Facial Coding
    Voice Analysis
    Skin Conductance Test (Heart rate; BP; Electricity flow between fingers) (Till here)
    Understanding Neuromarketing
    Customers don’t know how to express what they want
    How consumers respond to a stimulus?
    Physiological changes

    Brain
    Neocortex or New Brain- Rational Self
    Middle Brain- Emotional self
    Reptilian Brain- Instinctual Self

    Reptilian brain maintains the body and


    provide basic survival motivations.
    Reptilian Brain has a greater influence on our
    decision-making in 95% of the cases.
    What is your name?
    Reptilian Brain

    Math calculation?
    New Brain

    Illusion

    Easy to fool the reptilian brain


    Conflict
    Who wins?
    What stimulates reptilian brain?

    Self-Centered
    Anthropomorphism targets the reptilian brain
    What stimulates reptilian brain?

    Contrast
    (Mumbai Local)

    Tangibility (Difficult to understand words)


    What stimulates reptilian brain?

    Beginning and End

    Emotion
    THANK YOU

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