Garbology in Marketing Strategies Term Paper Example | Topics and Well Written Essays - 1250 words

Garbology in Marketing Strategies - Term Paper Example Neuromarketing refers to the application of technology to determine the consumer’s brain activity so as to assist in developing products and communications (Zurawicki 211). The technique is founded on the idea that consumer purchasing behavior is formed in split seconds. The technique also holds that buying decisions are made within the brain’s subconscious and emotional part. The technique is also based on the premise that that by being able to clearly understand what consumers like, do not like, or fear as shown by the reactions of the brain to brand stimuli, marketers can be able to brand their products and communicate with them in a manner that best meets the market needs, by influencing consumers to buy the products. All these fundamentals are based on neuromarketing is based on neuroscience, which involves the study of how the brain enables human to think, perceive, and feel emotions, make decisions and communicate (Guardian News and Media Limited Par. 3). The tec hniques applied are based on functional magnetic resonance imaging (fMRI), psychophysics, electroencephalography (EEG) and magnetoencephalography (MEG) as noted by Moore and Pareek (195). Neuromarketing research is said to have triggered significant amount of interest among many marketers and companies. Proponents of the technology argue that it could be the next big thing in the marketplace (Guardian News and Media Limited par 6). In this regard, they argue that by using science to locate the ‘buy buttons’ of consumers, it would be easy for marketers to open the black box of the consumer’s mind. Research reveals that neuromarketing is good for application in different areas especially in predicting behaviors, understanding the ads that the majority of consumers can easily remember. It can also be applied in choosing the media formats that can easily be understood by consumers. Other areas of application according to Moore and Pareek are in understanding why most consumers differ from what they inform the focus group (196).