Neuroscience Applications on the Assessments of TV Ads

The progress in neurotechnologies has enabled a potentially better and cheaper analysis for the neural signals not limited to medical applications but influencing several fields from marketing to economics and law to ethics. Since the main targets have been to understand the brain mechanisms better as well as providing useful applications specifically regarding the sector-specific interest, one related application has been about the assessments of TV ads as a complementary and more objective tool than traditional methods that rely on the verbal self-reports and interviews that could be speculative and misleading depending on the given context. For assessing several TV ads within a shorter duration, the use of neuroscientific methods has attracted much interest. This chapter will focus on the current practices with the given constructs for the TV ad research specifically in relation to the practices such as attention, emotional engagement, individual preference, and market success.

How Is the Personality of Facebook Customers?

This chapter claims to understand the implications of Cloninger´s psychobiological model of temperament in the people behaviour on social networking sites. This study uses secondary information as well as primary data. The author collected and analyzed an online survey with a sample of 365 individuals. The study contributed to bridging the research gap of the correlation between the Cloninger´s psychobiological model of temperament and people behaviour on SNSs. The main findings show that clear correlation exists between Cloninger´s psychobiological temperament dimensions and the way people interacts on Facebook. Mainly, temperament is affecting in almost all the areas that have been tested; Facebook affinity uses of Facebook, motives and barriers of using Facebook.

Neuromarketing Perspective of Consumer Choice

Behavioural research attempts to study how individuals make decisions and interact and influence other individuals, organizations, markets and society. In this regard, applied neuroscience in human decision-making has gained an increasing attention in recent decades with emergence of two disciplines; namely neuroeconomics and neuromarketing. Indeed, neuroeconomics has emerged as a multidisciplinary research area that integrates knowledge from neuroscience, psychology, and economics to better understand economic decision making and to specify more accurate models of choice and decision. In particular, neuroeconomics is becoming an attractive area of study and research in financial decision making with particular emphasis on understanding investor sentiment and fear when faced to different investment opportunities characterized by various scenarios. In particular, it aims to understand and explain consumer decision process and influence of marketing key factors on consumer choice. As a result, companies may define appropriate marketing strategies based on neuromarketing studies.

Marketing Meets Neuroscience

In this chapter, findings of an experiment aimed to investigate cognitive changes of cerebral activity during the observation of TV commercials will be presented. In particular, it has been recorded Electroencephalographic data (EEG) from a group of 24 healthy subjects during the observation of a series of TV advertisements. The group was divided by gender (male, female). Comparisons of cerebral index previously defined have been performed to highlight gender differences between scenes of interest of a specific TV commercials and the influence of the speaker's gender on the subgroups perception. Findings show how EEG methodologies could be used to obtain information not obtainable otherwise with verbal interviews. These cerebral index could help to analyze the perception of TV advertisements according to the target consumer's gender.

Neuromarketing from the Perspective of Advertising Professionals

Semi-structured, in-depth interviews were conducted with the senior level advertising agency employees that work in the creative and strategic planning departments to learn about their opinions on neuromarketing and the various issues related to neuromarketing. Interpretative phenomenology analysis (IPA) was used to examine the research data. The study reveals three interpretive themes: 1) Neuromarketing and advertising research (the role of research in advertising – applying neuromarketing to advertising); 2) perspectives on neuromarketing and related topics (concerns about creativity in advertising – ethical issues); and 3) the future of neuromarketing. The results from this study indicate that advertising professionals are aware of neuroscience, but opinions on the use of neuroscience in marketing and advertising differ mostly based on the department they work in at the agency.

Neuromarketing Step by Step

The author's recommendation in its proposal on current marketing is the most scientific approach to a topic with so many contradictions; due to trendy, current, efficiency or social deception. These and other statements about neuromarketing have made a topic of importance in world literature. The purpose at this time, was to make an explanation of neuromarketing based on rigorous scientific knowledge. Based on that, the author approaches without fear neuro-scientific concepts with the expertise of an experienced person in the field, and with the knowledge of the mixture with the administrative areas. The aim was to go from cell structure and explanation of how to measure, through the proper interpretation of what is measured, and reaching the practical application of the technique of neuromarketing for companies in 10 steps. Finally, clear scientific advances come to increase the study of “Neuromarketing”.

Interaction between the Emotional and Rational Aspects in Consumer Buying Process for Typical Food Products of Italy

There are many scientific contributions from different disciplines, including philosophy and psychology, which have dealt with aspects of buying behavior related to typical products. These products convey messages relating to the area of origin (in terms of culture and environment) and food security (including nutritional aspects). Recently, scientific contributions based on “neurological” investigative techniques have been developed on consumer behaviors. They have a relevant interest in the scientific community because they can be a valid instrument to understand the cognitive and emotional processes on “the preferences expressed”. This is a new theoretical approach known as “neuromarketing”. This chapter aims to analyze the cognitive and emotional choices of the consumers regards typical products of Italy. The results could be used to support specific campaigns to enhance the typical product by using a targeted communication which highlights the emotional components of the buying process.

Neuroscience Applications in Financial Markets

The 2007-2008 Global Financial Crisis provided strong evidence of social dynamics in global financial markets which challenge basic rationality of independent decision makers when choices invoke short term trade-offs as opposed to sustainable long term socio-economic value creation and its ethical implications. Individual market participants are drawn into a Darwinian review of today's decision making environment in which they are called to make choices under systemic uncertainty. Sophisticated visualization tools from fMRI to PET scans allow for brain functions and decision making behaviors to be analyzed in an evolutionary context. From the theory of bounded rationality to its modern critiques by behavioralists, this chapter investigates how social learning may be at its best right at this moment, when ambiguity and known unknowns are extensive and expected utility frameworks are being replaced by local optima findings and “good enough” solutions.

Assessing Consumer Reactions with Neuroscientific Measurements

Positive consumer reactions to corporate marketing activities are regarded a key driver of business success. Since consumer reactions occur to a large extent on non-conscious levels, traditional market research approaches provide limited insights into the consumer's perceptions and intentions. This chapter demonstrates how neuroscientific measurements can contribute to a deeper understanding about critical processes in the consumer's “black box”. Two generic approaches will be outlined: Whereas brain imaging techniques create pictures reflecting brain activity in response to marketing stimuli, psychophysiological methods assess body signals as correlates of neural activity. The chapter provides a general understanding about the meaningful application of neuroscientific measurements in consumer research and presents a critical reflection on the opportunities and challenges of different neuroscientific measurements.

Mastering Cognitive Neuroscience and Social Neuroscience Perspectives in the Information Age

This chapter explains the overviews of cognitive neuroscience, neuroimaging techniques, Social Cognitive Neuroscience (SCN), social neuroscience, and social cognition. Cognitive neuroscience is the important neuroscience area to understand human cognition since results can clarify the functional brain organization, such as the operations performed by the specific brain area and the system of distributed neural areas, toward supporting both specific cognitive representation and effective decision-making process. Social neuroscience is an interdisciplinary field devoted to understanding how biological systems implement the social processes and behavior, and to utilizing biological methods to inform the theories of social processes and behavior. The chapter argues that mastering cognitive neuroscience and social neuroscience perspectives has the potential to make effective business decisions and reach strategic goals in the information age.