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Consumer neuroscience

Consumer Research and Advertising Insights: – Consumer research combines sociology, psychology, and anthropology. – Popular topics include consumer decision-making, advertising, and branding. – Advances in […]

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Consumer Research and Advertising Insights:
– Consumer research combines sociology, psychology, and anthropology.
– Popular topics include consumer decision-making, advertising, and branding.
– Advances in neural imaging technology pinpoint brain regions involved in consumption.
– Emotion plays a crucial role in ad memorization.
– Specific brain regions are activated by attractive and unattractive ads.
– Television ads with longer scenes and faster responses in the left hemisphere are more memorable.
– Unsatisfied curiosity from ads can lead to indulgent consumption.
– Branding moments in commercials are identified by analyzing brain waves.

Neuroscientific Insights into Brand Associations:
– Brand memories encompass thoughts, feelings, experiences, and perceptions.
– Brand recognition does not have a designated brain area.
– Brand evaluation activates semantic object processing regions.
– Brands are processed differently than human personalities.
– Personality theory cannot fully explain brand preferences.

Consumer Neuroscience and Brand Loyalty:
– Loyal customers show brain activation related to emotion and memory retrieval.
– Loyalty is driven by an affective bond with the brand.
– Brand loyalty results from changes in neural activity.
– Loyal customers perceive a particular brand as a reward.
– Less loyal customers do not exhibit the same reward pathway.

Influence of Branding on Consumer Behavior:
– Brands establish emotional connections or create specific images.
– Consumers find it easier to choose familiar brands over unfamiliar ones.
– MRI studies show increased brain reward center activation when viewing certain products.
– Brain structures like the ventromedial prefrontal cortex, hippocampus, and dorsolateral prefrontal cortex play roles in consumer decision-making.

Real-world Applications and Ethical Implications:
– Consumer research provides real-world application for neuroscience studies.
– Studies are investigating the neural mechanism of anchoring to prevent behaviors leading to obesity.
– Neuroscience may assist in treating a variety of addictions.
– Concerns exist over the value and potential misuse of consumer neuroscience data.
– Raises privacy concerns and poses challenges for regulation in terms of ethical implications.

Consumer neuroscience (Wikipedia)

Consumer neuroscience is the combination of consumer research with modern neuroscience. The goal of the field is to find neural explanations for consumer behaviors in individuals both with or without disease.

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