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Wednesday, December 17, 2014

Brain Marketing

In the HBR:  Using the activity of the brain to understand purchasing and marketing decisions.   We called this neuromarketing, but that term is never used in the article.   " ... Brain Marketing: Is the Product Worth the Price?  Are consumers more likely to buy if they see the price before the product, or vice versa? Uma Karmarkar and colleagues scan the brains of shoppers to find out. ... " .  

The approaches described uses fMRI, while today most experimentation by retailers and manufacturers use very different electroencephalogram methods.

" ... By the time you decided to buy a product, you knew both what you were buying and how much it cost. But was your decision affected by whether you saw the price or the product first? That's the question at the heart of new experimental research that uses neuroscience tools to shed light on how our brains make purchasing decisions. ... " 

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