Neuromarketing

Neuromarketing is the application of neuroscientific methods to analyze and understand relevant behavior of consumers. Processes related to decision making, consumer preferences, product evaluations and the impact of the commercial can be analyzed. In marketing preferences for services or products are important but consumers cannot explain their preferences when explicitly asked. The main question of my thesis is can neuroimaging reveal information that is not apparent in current marketing strategies? New measuring techniques such as fMRI, EEG and MEG are available to determine which areas of the brain are activated during certain tasks. Imaging studies show the influence of a commercial on memory of consumers of different market segments and such information can be used in the future to create commercials for specific segments. Imaging techniques can provide information about if people remember/forget an advertisement, what attention they are given and whether they like/dislike the commercial. Neuroimaging can also be used to create a product which is optimally designed by using the most attractive stimuli.