NEUROECONOMIC AND NEUROM ARKETING RES EARC H FRAMEWORK FOR FUTURE MANAGEMENT RESEARCH DIRECTIONS FOR PHD An A c a d e m i c presentation by
Dr. Nan c y Agnes, Head, Technical Operations, Phdassistance Group www.phdassistance.com Email: info@phdassistance.com
TODAY'S DISC USSION Introduction Neuroscientific components Related work Future of Neuroeconomic and Neuromarketing Research
INTRODUCTION "Neuromarketing as
a
topic of research
may simply be concerned with the application of neuro scientific approaches to examine and comprehend human behaviour in connection to marketers and marketing exchanges," according to Lee and colleagues. The goal of neuromarketing is to comprehend the consumer's thoughts and behaviours.
The purpose of "neuromarketing," sometimes known as "consumer neuroscience," is to use neuroscientific methodologies to marketing-related challenges in order
to bring findings from neurology to consumer behaviour research (Baskaran et al., 2021).
The objectives of neuromarketing studies aim to collect objective knowledge on
the inner workings of customers' brains without relying on subjective reports, which have long been the backbone of marketing research. Neuromarketers' choice of modality will be based on a priori ideas and pilot
research regarding important brain regions and activation patterns that may be used to predict real behaviour (Takemura, 2021).
NEUROSC IENTIFI C COMPONENTS Three major components can be used to define neuroscientific investigation: localization, connection, and representation are all terms used to describe how something is located. Localization is the first component, and it investigates whether areas of the brain are required or adequate for specific behaviours and skills. The second component, Connectivity, looks at how various brain regions collaborate to interpret information.
For example, the V4 area of the occipital lobe is responsible for processing particular types of visual inputs, while elements of the prefrontal cortex are in charge of attention direction and concentrating (Oliveira et al., 2022). The fourth component, Representation, looks at the codes that data is stored and interpreted in the brain, as well as attempts to "read out" or interpret those codes. Understanding brain representation is critical for a variety of applied neuroscience projects, including reading aloud people's thoughts and experiences in real time to measure their mental states while target stimuli (e.g. commercials, goods, etc.) develop around them (Glushchenko, 2021).
RELATED W ORK
The authors (Karpova & Rozhkov, 2019) reviewed that there are notable differences between the thesis's early plans and the final structure. After a thorough literature review, the initial idea of focusing on the full neuroeconomics and implementing a worldwide survey
to
discover
and
differentiate region-specific consumer behaviours ceded to a focus on neuromarketing in tandem with bra nd management.
Researchers (Rüschendorf, 2020) studied that this shift was sparked by the discipline of neuroeconomics' hitherto underappreciated extent. The literature search was the most difficult component of effective on the theoretical component. However, it turns out that the bulk of textbooks are only available in e-book format in university libraries, and newer versions are only accessible as bound versions on site. As a consequence, the hypothesis provided in this work is mostly based on prior studies.
Although the work's trustworthiness the other researchers (Varona Aramburu et al., 2019) reviewed to guarantee that the information reprinted is still current, it can't be excluded out that in such a fast-paced and dynamic subject as neuromarketing and neuroeconomics, new insights have already been achieved that update or supplement portions of this work. Nonetheless, the legitimacy of the argument is ensured by the fact that all claims are based on well-founded sources from reputable experts. The techniques and concepts offered in this thesis' theoretical section are frequently debated.
One cha rge ra ised a ga inst ma rketing is tha t bra nd promotion ma nipula tes consumers on an unconscious level, resulting in the creation of new desires. Neuroscientific results, on the other hand, have revealed that human intentions are biologically determined.
FUTURE OF NEUROECONOMIC AND The researcher’s (Swg & Nuremberg, 2020) reviewed NEUROMARKETING that neuroscience and consumer behaviour are two RESEARCH areas that are exploring the human brain for marketing strategy signals.
In the field of consumer behaviour, scientists are employing standard psychological testing techniques in the hopes of better understanding how individuals (consumers) make a decision and what variables impact those decisions.
In this sense, marketing does not generate fake demands, but rather demonstrates many methods to meet such needs. Furthermore, a thorough understanding of consumer preferences aids in the development of goods that are tailored to their needs. In this study, authors (Baron et al., 2019) stated that the charge of generalisation in relation to neuromarketing ideas cannot be completely rejected. The design of the framework and the collection of test subjects were the most difficult aspects of the empirical element.
While a quantitative expert interview was first planned, it looked that effectively contacting matching experts would be challenging. As a result, instead of a quantitative case study, a qualitative research strategy on the combination of theory principles was conducted. This proved to be a crucial and vital component, particularly for the quantitative survey's implementation, since the case study gave a better knowledge of the theory that the survey could pick up on. We can see that Neuromarketing's strength is that it can get into subconscious prejudices that standard advertising approaches like focus groups in advanced technology. Advanced neuroimaging techniques aim to decrease marketing failures and boost marketing success in the future.
GET IN TOUCH
UNITED KINGDOM + 4 4 7537144372 INDIA +91-9176966446 EMAIL info@phdassistance.com