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Understanding neuromarketing

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Post time 2022-9-5 14:46:01 | Show all posts |Read mode
This is THE fascinating documentary of my day, it explains in detail the workings of neuromarketing. To sum up in a few words, neuromarketing is the application of cognitive neuroscience to marketing and communication. The goal of this emerging discipline is to better understand consumer behavior by identifying the brain mechanisms that come into play when making a purchase or when faced with an advertisement. Neuromarketing refers to two closely related concepts: the study, via neuroscience, of the functioning of the human brain when subjected to stimuli which may be brands, products, smells, or advertisements. improving the tools of persuasion.

First part Second part Third part To note Neuromarketing can be divided into three axes: Application of knowledge on brain functioning to make communication more effective whatever its format (paper, audiovisual, etc.) and its purpose (advertising, information, etc.). This aims to improve the characteristics either of the tool or of its jewelry retouch service dissemination (neuroplanning). Use of tools for measuring brain activity (such as electroencephalography (EEG), functional MRI, diffusion MRI, near-infrared spectroscopic imaging) or physiological activity (skin conductance, electromyography, eye tracking, psychophysical measurements such as pupillary dilation, etc.) for marketing purposes. These tools would, for example, make it possible to measure the levels of attention and emotion generated by an advertising spot while avoiding certain limitations of so-called declarative methods based on questioning the consumer. The advantage of the EEG is its portability and temporal precision that allows brain activation to be tracked throughout the commercial.


Its low spatial precision as well as its impossibility of recording deep regions of the brain limit it in its use. fMRI makes it possible to observe all the areas of the brain likely to be activated with, in addition, very high anatomical precision (of the order of a millimeter). Its limits are at the level of temporal precision and the impossibility of performing measurements in a real environment, for example at the place of purchase. [ source ] Neuromarketing seen by The New Scientist neuro My five cents For the past three years, I have been very interested in cognitive science, in the study of the brain and its functio.

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