A few techniques that have been implemented over the last several years are found in the Functional Magnetic Resonance Imaging (fMRI), Steady State Topography (SST), Electroencephalography (EEG), Eye Tracking, and Galvanic Skin Response. By looking at the fMRI alone, one can see the impact it has on studying a consumer's stimulation to specific criteria. With an fMRI, scientists are able to take specific pictures of the brain and discover any metabolic changes that may occur. This may allow them to have subjects from different demographics preview marketing ads and see if there is stimulation in the brain, which allows for stimulation analysis. Organizations that sell the services of neuromarketing claim that the newfound technology has the ability to measure a consumer's emotional state that focus on guilt, anger, happiness, and love to name a few. This "power", if you will, can have a heavy impact on the purchasing decisions of customers all over the world within many demographic subgroups.
By looking at several companies using this neuromarketing technology, one can see how this theme is spreading like a wild-fire over such diverse industries. The following companies described were referenced from the previous link by Mr. Kevin Randall:
Microsoft: By using EEG data, Microsoft can assess feelings of "surprise, satisfaction, and frustration" in consumers in order to better understand computer interaction.
Frito-Lay: By targeting a more "healthy" approach, Frito-Lay has learned that this will lead to a rise in sales from women who will lose that feeling of guilt and/or shame. This could prove beneficial for the company in families where these very same women do the grocery shopping for the entire family.
Daimler: A commercial that is promoting sleek headlights on a particular vehicle was told to use human faces of satisfaction in the campaign in order to stimulate the "reward" feeling inside the brains of customers viewing the ad.
These three examples show the organizations that customer stimulation can greatly increase their profits by the particular ad they implement. However, a potential backlash would be if the consumer actually knew that this information was being exploited by the studies (e.g. Frito-Lay and the focus group of women that it targets). While companies, such as Frito-Lay, may attempt to revoke the feeling of guilt in their product to increase sales, these very same women may be health-conscious to begin with. If these women go to the grocery store, having being driven by the ad from Frito-Lay, they may discover the claimed "healthy" benefits from the commercials were more fraudulent than they anticipated. As an example, if the commercial depicted slim women snacking on Fritos after a work out (i.e. using neuromarketing studies to instill feelings of "healthiness" in the minds of women), it would contradict the nutritional facts that in only a one-ounce serving size of regular Fritos exists 160 calories and 10 grams of fat. This may lead women to now exhibit a feeling of anger. They may choose to go against the ad and ignore future advertising strategies from Frito-Lay, thus giving more business to a more healthy competitor, such as SunChips. This example shows how a company should not abuse its power of neuromarketing studies by attempting to exploit its clientele.
With all of this said, the growing study of the human mind and the emotional feelings attached to marketing in general should lead companies to consider how they go about implementing their marketing strategies. Although neuromarketing can have exceptional results if implemented in the correct manner, each company needs to take caution as to not mislead their customers. As seen in the example with Frito-Lay, the same could be said with McDonald's salads and the "healthy" approach they take towards their product. However, if the healthiness does not live up to impression that was instilled in their minds from the advertising, these consumers may decide to "rebel" against McDonalds and/or associate the company with feelings of mistrust and dishonesty. An organization wouldn't want to lose customers because of misleading perceptions. While a company may be able to convince a customer to purchase their product the first time, it may be more difficult to have the customer return if the feeling depicted in the commercial is not received as well.
Chris Freeman
Chris, you make a good point about how marketers may be able to influence a customer to purchase a product for the first time, but how it then falls upon how the product lives up the customer's expectations to become a repeat buyer.
ReplyDeleteNeuromarketing has the potential to be a driving force for the economy if it is truly able to increase consumer spending, however, its effectiveness like all current market forces depends upon if consumers are willing to spend their money.
Neuromarketing has become increasingly popular over the past decade, this
article discusses the regulation of manipulative advertising under neuromarketing and relates to the example you made in your post about how Frito Lay targets health conscious women.
Whether neuromaketing will permanently change the marketing landscape in the future remains to be seen, but I'm pretty sure it wasn't necessary during the 40's to produce this catchy commercial.