Neuro Marketing: Neuro Nonsens ?

“We hebben zo een behoefte aan zekerheid dat we maar al te graag geloven dat hersenbeelden ons de waarheid zullen vertellen “

Black Boxen zijn link in management

“Neuroscience can often answer the obvious questions but rarely the interesting ones” Adam Gopnik in the NewYorker september 9, 2013

Neuro Marketing ivm Traditioneel onderzoek

Waytz, A., & Mason, M. (2013). Your Brain at Work. Harvard business review, 91(7), 102-111.

Waytz, A., & Mason, M. (2013). Your Brain at Work. Harvard business review, 91(7), 102-111.

Solnais, C., Andreu-Perez, J., Sánchez-Fernández, J., & Andréu-Abela, J. (2013). The contribution of neuroscience to consumer research: A conceptual

framework and empirical review. Journal of Economic Psychology, 36, 68-81.

Netwerken zeggen meer dan plekken in het brein

De 4 netwerken

Study 2

JAja

Conceptual Framework

1) Converging evidence on the role of the VMPFC in consumer decision-making. Additionally, an increasing number of studies suggest a possible interaction of the PFC with the cingulate cortex to allow for the evaluation of implicit brand information within the decision-making process. Remaining challenge addressing the problem of

uncontrolled variables within the complex design of simulated purchase situations and other product judgement experiments .

1) Converging evidence on the role of the VMPFC in consumer decision-making. Additionally, an increasing number of studies suggest a possible interaction of the PFC with the cingulate cortex to allow for the evaluation of implicit brand information within the decision-making process. Remaining challenge addressing the problem of

uncontrolled variables within the complex design of simulated purchase situations and other product judgement experiments .

Conclusions

2) Indication of ability of marketing to engage the brain’s re-ward system, particularly through the striatum. However, further

evidence is needed to confirm whether attractive packaging and favorite brands could be reliably predicted based on a specific pattern of neural activation within the brain’s reward system

3) Relatively few answers to the question of consumer s’ motivational and emotional responses so far as there is still little

evidence of the brain areas activated during the processing of non-rational advertising messages. A more frequent combination of

neuroimaging data with behavioural measures will be important in future research

4) Growing number of findings in relation to the topic of consumers’ memory. These mainly confirm the participation of the hippocampus and the left frontal hemisphere in the memorization

of various types of marketing stimuli. However, particularly high heterogeneity as regards the techniques and procedures used so far to address this question according to our sample of studies.

But we have to continue

Final: 1) The high heterogeneity in the methods and experimental conditions used within the field of consumer neuroscience increases the difficulty to make generalisations that are meaningful to consumer research. In addition, methodological problems exist against a systematic identification of specific variables of consumer behaviour models solely based on neuroscientific experiments. 2) These are major obstacles to making the necessary bridge between neuroimaging data and theories of economic psychology. This can explain the absence of new consumer behaviour models that integrate the findings from neuroimaging experiments andgo beyond traditional ‘‘black box’’ models, hence a relatively limited application of these techniques to marketing so far. 3) We enhanced our knowledge of the brain and neural mechanisms appliedto the processing of marketing stimuli but fMRI and other modern neuroimaging techniques are unlikely to revolutionize the field of economic psychology and thatthey cannot replace traditional behavioural science methods and self-report measures.

Other cheaper techniques such as Approach Avoidance and IAT. Weinberger, J. & Walker, C. (2014). The Conflict of the Conscious and Unconscious Mind. Admap, 1, 20-21

De mens neemt echter c.a. 80% van beslissingen in zijn onbewuste

Dijksterhuis (2011) en Kahneman (2010)

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En nog lui ook

Tom Ewing een zeer helder betoog hierover tijdens het ESOMAR congresTom Ewing een zeer helder betoog hierover tijdens het ESOMAR congres

Wij moeten onze research aanpassen. Hier een voorbeeld van systeem 1 test van een nieuwe verpakking

Tom Ewing (2013) ESOMAR

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“Neuromarketing heeft zijn eigen black box geschapen. Gezond wantrouwen is dus op zijn plaats”