CHAPTER 1 – SUMMARY NOTES
Listen to the lecture and complete the summary notes. Write NO MORE THAN 3 WORDS for each blank.
Introduction
Topic: NEUROMARKETING
Main idea 1: (1) _______________
Main idea 2: (2) ______________________ and some examples
Main idea 3: Future (3) ______________________
Main idea 1:
Advertisers’ finding: + buying decisions not always rational,
+ (4) ______________________ are stronger than logical reasons
Main motivations for purchases remain (5) ______________________
Focus groups and surveys have been useful but (6) ______________________
à People need a more (7) ______________________ to understand (8)
______________________
Main idea 2:
How it works
Use machines for (9) ______________________. It takes pictures of (10) ______________________
to figure out how people are thinking and how they (11) ______________________ about products,
brand and advertising
Procedure:
Connect subject to MRI machine – show a picture or (12) ______________________
Look at the picture of the person’s brain and activities going on (13) ______________________
à know where (14) ______________________ of brain are located
Examples
2004 study of Pepsi and Cola
Blind tasting: volunteers didn’t know (15) ______________________ à 50% choose Coke, 50%
choose Pepsi
Active brain connected to feeling of reward à brain focused on the real taste
Brand name given: 75 % choose Coke, 25 % choose Pepsi
Part of brain active connected to self-image or personality à choose Coke due to its brand
(16) ______________________ translates into sales
University of Germany
Test how men reacted to pictures of cars à back of brain active = brain used to recognize faces
Men see car designs as (17) ______________________
Main idea 3:
Possibilities
Correctly read pictures of brain activities à understand consumer feeling and attitude and predict (18)
______________________
help companies:
o Understand the target markets’ (19) ______________________
o Predict consumers’ needs and desires
Concerns: possible abuse of this method
More than just meeting the consumers’ needs
Use information to (20) ______________________ people (political purpose…)
