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Commentary - Essay Example

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Name: Institution: Course: Date: Neuromarketing Introduction Marketing is arguably the key to drawing customers to a particular brand of a company (Zurawicki 211). However, marketing has never been easy to many companies due to the failure to understand clearly what consumers want and whether or not they would be able to remain loyal after using the brand in question (Guardian News and Media Limited par.4)…
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Download file to see previous pages It is for this reason that marketers have in recent years embarked on vigorous research to come up with new technologies of studying consumer behavior. One such marketing research was garbology, which amused many people the first time it was introduced. The technology is based on the idea of rooting through an individual’s garbage in order to understand their consumption pattern (Moor and Pareek 195). Despite causing uproar and creating controversies from some squatters, currently the technology is widely accepted. Besides garbology, neuromarketing research is another emerging marketing technology that has attracted attention of many marketers of the recent years. This was sparked by a publication, which appeared in the Neuron issue of 14 October, 2004 (Singer 1). The research concluded that the technology has the ability to analyze and understand what influences consumer behavior and pattern and their feelings. As such, many see is as a good marketing tool especially in the modern world of technology. This paper will explore the reasons why marketers need to embrace neuromarketing technology. Moore and Pareek argue that marketers have for a long time perceived the minds of human beings as a black box (195). In this regard, they believe that they can get customers to their side by just carrying out extensive marketing campaign, which is somehow true. Most marketers also believe that they can easily gauge their marketing efforts in terms of awareness created, sales made and linking among others (Zurawicki 211). Despite knowing all this, there is one thing that marketers seem not to understand. That is, what the consumer think. This is arguably the change that neuromarketing is bringing. Neuromarketing in this case refers to the application of technology to determine the consumer’s brain activity so as to assist in developing products and communications (Zurawicki 211). The technique is founded on the idea that consumer purchasing behavior is formed in split seconds. The technique also holds that buying decisions are made within the brain’s subconscious and emotional part. The technique is also based on the premise that that by being able to clearly understand what consumers like, do not like, or fear as shown by the reactions of the brain to brand stimuli, marketers can be able to brand their products and communicate with them in a manner that best meets the market needs, by influencing consumers to buy the products. All these fundamentals are based on neuromarketing is based on neuroscience, which involves the study of how the brain enables human to think, perceive, and feel emotions, make decisions and communicate (Guardian News and Media Limited Par. 3). The techniques applied are based on functional magnetic resonance imaging (fMRI), psychophysics, electroencephalography (EEG) and magnetoencephalography (MEG) as noted by Moore and Pareek (195). Neuromarketing research is said to have triggered significant amount of interest among many marketers and companies. Proponents of the technology argue that it could be the next big thing in the marketplace (Guardian News and Media Limited par 6). In this regard, they argue that by using science to locate the ‘buy buttons’ of consumers, it would be easy for marketers to open the black box of the consumer’s mind. Research reveals that neuromarketi ...Download file to see next pagesRead More
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