NEUROMARKETING - BETWEEN INFLUENCE AND MANIPULATION - Polish Journal of Management Studies

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NEUROMARKETING - BETWEEN INFLUENCE AND MANIPULATION

Abstracts > Vol 3

NEUROMARKETING - BETWEEN INFLUENCE AND MANIPULATION

Dragolea L., Cotîrlea D *

Abstract:  

This subject was chosen because neuromarketing allows the marketing experts to improve their popularisation options regarding a brand, while having the potential to revolutionize the general understanding of the existent relationships between organisations  and consumers.
The paper was written to bring to the attention of researchers in this field - and beyond - the opportunities to reduce the gaps between the consumers' subconscious and their behaviour, in order to fulfil their desires. Therefore, it was shown how studying  the sensory, cognitive and emotional reactions of consumers to stimuli related to a product or an advertisement allows the researchers to find out why consumers make the decisions they make when choosing a brand or another, without the subjectivity specific  to traditional research methods. The paper includes the description of the main techniques used in neuromarketing, aspects regarding the domestic market and Romania's situation in this field, the areas of its use and the limitations imposed by the current  economic context.    
This article may also be the starting point in developing a code of ethics on the use of neuromarketing, as well as the legal factors that can help ease the arising conflicts regarding neuromarketing - between influence and manipulation.

Keywords: neuromarketing, consumer, imagery, advertising, marketing

Introduction

"The business man must understand the workings of the minds of his customers, and must know how to influence them effectively, he must know how to apply psychology to advertising." Walter Dill Scott (Psychologist at Northwestern University, one of the  first researchers of advertising psychology; lived between 1869-1955)
"What neuromarketing can really do is to improve how companies create products and advertise them, in order to become more interesting, appealing and valuable for consumers." Daniel Bichiş (Manager at Competent Consulting (a consulting and training  company), member of International Association of Coaches, USA )
Adopting an integrative vision on how to address the economic and social phenomena and processes is a factor with great influence regarding the performance of enterprises confronting today the demands of an economy characterized by dynamism and competition.
Thus, the consumer becomes the key-link in the development of the functioning mechanism's flexibility of the economic entities. In this regard it's necessary to understand the functioning of the human spirit in order to discover the desires, aspirations  and hidden springs of the consumers’ options in order to give them what they want.   

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Summary

In recent decades, the fragmentation of mass-communication has determined similarly strong fragmentations of the way consumers react. Implicitly, large corporations seek accurate means to establish targets for the advertising message. Although contested  by many, maybe the most precise tool comes from scientists and it is: neuromarketing.
The concept emerged at the end of the 1980’s – beginning of 1990’s, in the United States. The first products researched by neuromarketing were premium products with a large sales volume, such as luxury cars. Regarding the neuromarketing  techniques, they provide the opportunity to identify at least 30% of the advertising messages, packaging and shelf displays that don’t bring results. The price of a neuromarketing study can vary between 3.000 euros (for shelf display) and  5.000 euros (for checking a print or a commercial).  
Although advertising agencies use specific techniques to communicate with the emotional part of our brain, very few advertising agencies openly discuss about the science behind them. Neuromarketing can be used for any type of advertising message, from  commercial to packaging to shelf display. Furthermore, it can be used for developing new products, for rebranding, for repositioning a product or for explaining consumer segmentation.
In conclusion, considering that neuromarketing complements and sometimes replaces traditional market research tests that investigate consumer behaviour, we can say neuromarketing has the potential to revolutionize general understanding about relationships  between organizations and consumers.


References

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NEUROMARKETING - MIĘDZY WPŁYWANIEM A MANIPULACJĄ

Streszczenie:

Ten temat został wybrany, ponieważ neuromarketing pozwala specjalistom od marketingu na poprawę ich możliwości w zakresie popularyzacji marki, mając jednocześnie potencjał aby zrewolucjonizować ogólne  zrozumienie istniejącej relacji organizacji i konsumentów. Praca została napisana, aby zwrócić uwagę naukowców w tej dziedzinie – oraz poza nią – na możliwości zmniejszenia luki między podświadomoścą konsumentów i ich zachowaiami, w celu realizacji ich pragnień. W związku z tym wykazano, jak badania sensoryczne, poznawcze i emocjonalne reakcje na bodźce konsumentów związane z produktem  lub reklamą pozwalają naukowcom dowiedzieć się, dlaczego podejmowanie decyzji przez konsumenta przy wyborze marki lub innej osoby, bez charakterystycznych dla podmiotowości tradycyjnych metod badawczych. Praca zawiera opis  podstawowych technik stosowanych w neuromarketing, kwestii związanych z sytuacją na rynku krajowym i Rumunii w tej dziedzinie, obszary jego stosowania i ograniczenia nałożone przez aktualnej sytuacji gospodarczej. Ten artykuł może być także punktem wyjścia do stworzenia kodeksu etyki w sprawie wykorzystania neuromarketingu, jak również czynników prawnych, które mogą pomóc złagodzić powstałe konflikty dotyczących neuromarketingu - między wpływem i manipulacją.




 
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