Post on 23-Feb-2016
description
Decision Making and
Neuromarketing
Presented by: Megan NorbyWarren Mui
What is Neuromarketing?
Neuromarketing: uses functional magnetic resonance imaging, a brain-scanning device that tracks blood flow as we perform mental tasks
Marketers measure consumers’ reactions to movie trailers, choices about automobiles, the appeal of a pretty face, and loyalty to specific brands
Why Expensive Wine Tastes Better
• Studied subjects’ brain activity while they consumed wine
Marketing can change how people value goods!
• Subjects were told how expensive each wine was before consuming it
• Subjects reported actually experiencing a tastier wine
Importance of Product Positioning
Price is an important part of the experience for a premium product/ luxury brand!
Experiential perspective: consumers buy based on totality of product’s appeal
Heuristics: mental rules-of-thumb that lead to a speedy decision
Product Positioning: convincing consumers that a product should be considered within a given category
Perception Becomes Reality
Red Bull example
Self-fulfilling prophecy: we see what we are looking for…
…almost as if we are tricking ourselves/ talking ourselves into what the value of a product is
Nike Foamposite Galaxy
Questions or Comments?
References(2008, January 16). Why Expensive Wine Tastes Better. Retrieved February 15, 2012. From Neuromarketing website. http://www.neurosciencemarketing.com/blog/articles/ why-expensive-wine-tastes-better.htm