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Get Your Head Examined: An Introduction to Neuromarketing

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1. The document discusses neuromarketing and different neuroscience techniques used in consumer research such as fMRI, EEG, and other psychophysiological measures. 2. Some key findings from neuromarketing research include identifying brain regions associated with customer loyalty, responses to product prices and packaging, and the power of brands over stated product preferences. 3. The use of neuroscience techniques in marketing faces some controversies regarding the interpretation of brain imaging data and ethical concerns about covertly influencing consumer behavior.

TechnologyHealth & Medicine
1 of 41
You Should Get Your Head Examined Dr. Michael Minor UTPA September 30, 2008
What is Neuromarketing? ,[object Object],[object Object]
Why Get Involved with fMRI? ,[object Object],[object Object],[object Object],[object Object]
Measures as Function of Scale ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Top Ten Psycho-Physiz Measures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Basic Neuro Facts I ,[object Object],[object Object],[object Object]
Basic Neuro Facts II ,[object Object],[object Object],[object Object],[object Object]
Brain Regions
Basic Neuro Facts III ,[object Object],[object Object],[object Object]
Basic Neuro Facts IV ,[object Object]
Christian’s Brain on fMRI
Our Story So Far <second Millimeters O2 Con-sumption fMRI Minutes Centimeters Blood Flow PET Scans Parts of seconds Surface Electrical Activity EEG IN.. SIZE MEASURES APPROACH
fMRI Measures ,[object Object]
What are you in?
… To Neuromarketing ,[object Object],[object Object]
“ Results” of Neuromarketing Research ,[object Object],[object Object],[object Object]
Results II ,[object Object],[object Object],[object Object],Kevin Helliker,”This Is Your Brain on a Strong Brand: MRIs Show Even Insurers Can Excite,” WSJ , Nov. 2, 2006, p. B1, B4.
Results III ,[object Object],[object Object],[object Object]
Results IV ,[object Object],[object Object],[object Object]
“Buy Center” ,[object Object]
Atlantic Monthly Correspondent Jeffrey Goldberg
More Goldberg
Yet More…
Rewarding…?
The Boss…
Va..Va..Voom
Controversies I ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Controversies II ,[object Object],[object Object],[object Object]
Future? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Future: Improvements ,[object Object],[object Object]
fMRI Difficulties ,[object Object],[object Object]
Future: Rival Devices I ,[object Object],[object Object],[object Object],[object Object],[object Object]
Rival Devices II ,[object Object],[object Object],[object Object],Steve McClellan, “Mind Over Matter,” AdWeek , February 18, 2008, pp. 16, 17.
Rival Devices III ,[object Object],[object Object]
 
Rival Devices, Lunatic Fringe? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Other Uses: CalTech/Baylor Trust Game I ,[object Object],[object Object],[object Object]
CalTech/Baylor Trust Game II ,[object Object],[object Object],[object Object],http://www.abc.net.au/rn/scienceshow/stories/2006/1595651.htm#
Warren vs. Jimmy: What’s Inside?
Future: Sources I ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Future: Sources II ,[object Object]

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