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Neuromarketing

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Neuromarketing es un campo de communication de marketing commercial que applica le neuropsychologia al recerca de mercato, studiante le responsas sensoriomotor, cognitive, e affective del consumitores a stimulos de marketing.[1][2][3] Le beneficios potential pro le mercatistas include campanias e strategias de marketing plus efficiente e effective, minus fallimentos de productos e campanias, e ultimemente le manipulation del necessitates e desiderios real del personas pro satisfacer le necessitates e desiderios del interesses de marketing.[4]

Certe companias, particularmente illos con ambitiones a grande scala pro predicer le comportamento del consumitor, ha investite in lor proprie laboratorios, personal scientific, o partenariatos con le academia. Le neuromarketing es ancora un approche costose; illo require apparatos e technologia avantiate tal como le imagine per resonantia magnetic (IRM), le captura de movimento pro le oculometria, e le electroencephalogramma.[5] Considerante le amonta de nove cognoscentias proveniente del neuroscientia e del recerca de marketing, le mercatistas ha comenciate a applicar le melior practicas de neuromarketing sin le necessitate de realisar tests costose.

Historia

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Le neuromarketing es un campo disciplinari emergente in le marketing. Illo prende prestate instrumentos e methodologias de campos como le neuroscientia e le psychologia. Le termino "neuromarketing" esseva introducite per differente autores in 2002 (cf. infra) sed recerca in le campo pote esser trovate ab le annos 1990.[6][7]

Gerald Zaltman es associate con un del prime experimentos in neuromarketing. Al fin del annos 1990, tanto Gemma Calvert (RU) como Gerald Zaltman (SU) habeva establite companias de neuroscientia del consumitor. Le professor de marketing Gerald Zaltman patentava le technica de elicitation de metaphora de Zaltman (ZMET) in le annos 1990 pro vender publicitate.[8] ZMET explorava le subconsciente human con series de imagines specialmente seligite que causa un responsa emotional positive e activa imagines celate, metaphoras que stimula le emption.[9] Collages graphic esseva construite super le base de imagines detegite, lo que constitue le base pro le annuncios commercial. ZMET ganiava rapidemente popularitate inter centenas de grande companias-clientes includente Coca-Cola, General Motors, Nestle, e Procter & Gamble. Zaltman e su associatos esseva empleate per ille organisationes pro investigar scansiones cerebral e observar le activitate neural de consumitores.[8] In 1999, ille comenciava a usar le imagine per resonantia magnetic functional (fMRI) pro monstrar correlationes inter le activitate cerebral del consumitor e le stimulos de marketing.[2] Le methodos de recerca de marketing de Zaltman meliorava le recerca psychologic usate in instrumentos de marketing.[8]

Le termino "neuromarketing" esseva publicate pro le prime vice in 2002 in le these de maestria[10] del professor associate Philippe Morel,[11] tunc un studente al Ecole Nationale supérieure d'architecture de Paris-Belleville. Le capitulo "Capitalismo II : Infocapitalismo (experientia)" contine un developpamento con le subcapitulo Anticipation hyper-rational: Neuroscientia e Neuromarketing. In le mesme anno, le termino "neuromarketing" esseva publicate in un articulo per BrightHouse (post contactar le Prof. Assoc. Morel super iste topico), un firma de marketing basate in Atlanta[12] e usate per le professor de marketing nederlandese Ale Smidts. BrightHouse sorsonava recerca neurophysiologic (functionamento del systema nervose) in divisiones de marketing; illes construeva un unitate de negotio que usava scansiones fMRI pro scopos de recerca de mercato.[12] Le firma attraheva rapidemente criticas e disapprobation concernente conflictos de interesse con le Universitate Emory, que adjutava a establir le division.[13] Iste interprisa dispariva del attention public e ora labora con plus de 500 clientes e interprisas de productos de consumo.[12] Le "Pepsi Challenge", un test de gusto a cec de Coca-Cola e Pepsi, esseva un studio conducite in 2004 que portava attention al neuromarketing.[6] In 2006, Dr. Carl Marci (SU) fundava Innerscope Research que se focalisava in le recerca de neuromarketing. Innerscope Research esseva postea acquirite per le Nielsen Corporation in maio 2015 e renominate Nielsen Consumer Neuroscience.[14] Le Consumer Research Exploratory Fund (CREF) de Unilever habeva anque publicate libros blanc super le applicationes potential del neuromarketing.[15]

Concepto

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Colliger information sur como le mercato de scopo responderia a un producto es le prime passo implicate pro organisationes que face publicitate de un producto. Methodos traditional de recerca de marketing include gruppos de foco o sondages considerabile usate pro evaluar characteristicas del producto proponite.[16] Alcun del technicas de recerca conventional usate in iste typo de studio es le mesuration del activitate electric cardiac (ECG) e le activitate electric del dermis (EDA) de subjectos.[17] Totevia, illo resulta in un incompatibilitate inter le constatationes del recerca de mercato e le comportamento real exhibite per le mercato de scopo al puncto de emption.[18] Le de-prenner de decisiones human es tanto un processo consciente como non-consciente in le cerebro,[19] e ben que iste methodo de recerca succedeva in colliger emotiones explicite (o consciente), illo faliava in obtener le emotiones implicite (o inconsciente) del consumitor.[20] Information non-consciente ha un grande influentia in le processo de de-prenner decisiones.[18]

Le concepto de neuromarketing[21] combina marketing, psychologia e neuroscientia. Recerca es conducite circa le motivationes implicite pro comprender le decisiones del consumitor per methodos non-invasive de mesurar le activitate cerebral.[22][21][3] Istes include electroencephalographia (EEG), magnetoencephalographia (MEG), e imagine per resonantia magnetic functional (fMRI), seguimento ocular, mesuras de responsa electrodermal e altere neuro-technologias. Investigatores investiga e apprende como consumitores responde e se senti quando presentate con productos e/o stimulos connexe.[21] Observationes pote tunc esser correlate con le emotiones presumite e interactiones social del participantes.[13] Recercatores de mercato usa iste information pro determinar si productos o annuncios stimula responsas in le cerebro ligate con emotiones positive.[21] Le concepto de neuromarketing esseva ergo introducite pro studiar emotiones human relevante e patronos de comportamento associate con productos, annuncios e de-prenner de decisiones.[23] Neuromarketing forni modellos de comportamento del consumitor e pote anque esser usate pro re-interpretar recerca existente. Illo forni theorisation de aspectos emotional del comportamento del consumitor.[24]

Comportamento del consumitor investiga tanto le optiones consciente de un individuo como le nivellos de activitate cerebral subjacente.[20] Per exemplo, processos neural observate forni un prediction plus accurate de datos al nivello de population in comparation con datos auto-reportate.[18] Neuromarketing pote mesurar le impactos de branding e strategias de mercato ante applicar los al consumitores de scopo.[3][16][18] Marketeros pote tunc facer publicitate del producto de modo que illo communica e satisface le necessitates de consumitores potential con differente predictiones de option.[16]

Neuromarketing es anque usate con grande datos pro comprender canales de publicitate moderne tal como reticulation social, comportamento de recerca, e patronos de ingagiamento in sitos web.[25] Agentias como Darling[26] adjuta organisationes a usar iste typo de neuroscientia in lor marketing pro melior communicar con consumitores al nivello subconsciente.

Instrumentos de neuroscientia

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Il ha varie instrumentos de neuroscientia que es usate pro studiar le deprendimento de decisiones e le comportamento del consumitor. Habitualmente, illos include dispositivos que pote mesurar functiones physiologic vital (p.ex., rhythmo cardiac, frequentia respiratori, pression arterial) e reflexos (p.ex., fixation del oculos, dilatation pupillar, expression facial).[27] Iste instrumentos revela information super impressiones, reactiones (p.ex., positive, negative) e responsas emotional (p.ex., positive, negative) quando exponite a stimulos de marketing. [28] Instrumentos de neuroscientia del consumitor permitte anque mesurationes in tempore real del activitate cerebral, tal como le imagine per resonantia magnetic functional (fMRI) e le electroencephalogramma (EEG). Le instrumentos pote esser dividite in tres categorias basate sur le typo de mesurationes: (1) Autoreportos e comportamental, (2) Physiologic e (3) Neurophysiologic. Le instrumentos actualmente usate in le recerca de neuroscientia del consumitor es EEG, fMRI, fNIRS, ECG, ET, GSR, e fERS. EEG es le instrumento le plus communmente usate in le recerca de neuroscientia del consumitor.[29]

Referentias

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  1. ↑ “What is "neuromarketing"? A discussion and agenda for future research.” (1 de februario 2007). International Journal of Psychophysiology 63 (2): 199–204. doi:10.1016/j.ijpsycho.2006.03.007. PMID: 16769143.
  2. 1 2 Vlăsceanu, Sebastian (9 de octobre 2014). “New directions in understanding the decision-making process: neuroeconomics and neuromarketing” 17: 758–762.
  3. 1 2 3 Georges, Patrick M (2014). Neuromarketing in Action: How to Talk and Sell to the Brain. London: Kogan Page Ltd, 9–16.
  4. ↑ Agarwal, Sharad (3 de junio 2014). “Neuromarketing For Dummies”. Journal of Consumer Marketing 31 (4): 330–331. doi:10.1108/jcm-12-2013-0811. ISSN 0736-3761.
  5. ↑ Karmarkar, Uma R. (2011). "Note on Neuromarketing". Harvard Business School (9-512-031).
  6. 1 2 Neuromarketing – friend or foe? - TEDxAmsterdam, TEDxAmsterdam (1 de septembre 2015).
  7. ↑ “Neuromarketing and Neuroethics” (22 de april 2014). Procedia - Social and Behavioral Sciences 127: 763–768. doi:10.1016/j.sbspro.2014.03.351. ISSN 1877-0428.
  8. 1 2 3 Kelly, M. (2002). "The Science of Shopping" Commercial Alert. Recuperate le 30 de martio 2016.
  9. ↑ Carbone, Lou. "Clued In: How to Keep Customers Coming Back Again and Again". Upper Saddle River, NJ: Financial Times Prentice Hall (2004): 140-141, 254.
  10. ↑ Defensa public le 12 de decembre 2002, sub le direction de Pr. Jean Attali, Pr. Bruno Fortier, Pr. Ahmet Gulgonen, Pr. Christian Girard, Pr. Ass. Jean-Paul Rayon.
  11. ↑ Philippe Morel es un architecto e professor associate al Ecole nationale supérieure d'Architecture Paris-Malaquais (Paris) e un professor visitante al UCL Bartlett (London).
  12. 1 2 3 Ait Hammou, Galib & Melloul, 2013
  13. 1 2 “Defining Neuromarketing: Practices and Professional Challenges” (2010). Harvard Review of Psychiatry 18 (4): 230–237. doi:10.3109/10673229.2010.496623. PMID: 20597593.
  14. ↑ Dooley, Roger. Nielsen Doubles Down on Neuro, Forbes.
  15. ↑ David Lewis & Darren Bridger (July–August 2005). “Market Researchers make Increasing use of Brain Imaging”. Advances in Clinical Neuroscience and Rehabilitation 5 (3): 35+. (Archivate 2012-02-06 al Wayback Machine)
  16. 1 2 3 “New scanner data for brand marketers: How neuroscience can help better understand differences in brand preferences” (2012). Journal of Consumer Psychology 22 (1): 143–153. doi:10.1016/j.jcps.2011.11.008.
  17. ↑ “Evaluation of Emotional Responses to Television Advertising through Neuromarketing” (1 de julio 2017). Comunicar 25 (52): 19–28. doi:10.3916/C52-2017-02. ISSN 1134-3478.
  18. 1 2 3 4 “Neuromarketing and consumer neuroscience: current understanding and the way forward” (2015). Decision 42 (4): 457–462. doi:10.1007/s40622-015-0113-1.
  19. ↑ Glanert, M. (2012). "Behavioral Targeting Pros and Cons" (Archivate 2016-03-20 al Wayback Machine) - Behavioral Targeting Blog. Retrieved 31 March 2016
  20. 1 2 “Integrating neurophysiological and psychological approaches: Towards an advancement of brand insights” (2012). Journal of Consumer Psychology 22 (1): 3–6. doi:10.1016/j.jcps.2012.01.003.
  21. 1 2 3 4 Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2013). Marketing (9th ed., pp. 171). Australia: Pearson.
  22. ↑ “Neuromarketing: The New Science of Consumer Behavior” (2011). Soc 48 (2): 131–135. doi:10.1007/s12115-010-9408-1.
  23. ↑ Neuromarketing Science and Business Association, n.d.
  24. ↑ Genco, S.J., Pohlmann, A.P. and Steidl, P., Neuromarketing For Dummies, John Wiley & Sons, 2013
  25. ↑ Tapping into how consumers react with Neuromarketing, Artifact's Blog (20 de julio 2017). Recuperate le 19 de martio 2026. Archivate ab le original le 10 de april 2017.
  26. ↑ Darling. Archivo del original create le 11 de januario 2026. Recuperate le 19 de martio 2026.
  27. ↑ Global Harmonization Task Force (2012). Principles of Medical Devices Classification.
  28. ↑ “Emotion and advertising effectiveness: A novel facial expression analysis approach” (1 de maio 2017). Journal of Retailing and Consumer Services 36: 103–111. doi:10.1016/j.jretconser.2017.01.001.
  29. ↑ “Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research” (3 de decembre 2020). Frontiers in Neuroscience 14. doi:10.3389/fnins.2020.577666. PMID: 33343279.
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