<<Neuromarketing is a new field of marketing that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) and Steady state topography (SST) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state (heart rate, respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.
Companies such as Google, CBS, and Frito-Lay amongst others that have used neuromarketing services to measure consumer thoughts on their advertisements or products.[1]
The word "neuromarketing" was coined by Ale Smidts in 2002.>>
It is used now in the e business area and few companies are using neuromarketing to persuade consumer to purchase their products.
<<Brain-wave marketing is quite the fad. Using EEGs and, occasionally, magnetic resonance imaging to track electrical activity and blood flow in consumers' brains is supposed to guide marketers to just the right product designs and ad messages to boost sales. Does it work? It sure does--for the consultants. Among the vendors of neuromarketing services are NeuroFocus of Berkeley, Calif., a company working with Hyundai, Google ( GOOG - news - people ) and Walt Disney Co. ( DIS - news - people ); EmSense of San Francisco, which counts Microsoft ( MSFT - news - people ) among its customers; and Sands Research in El Paso, Tex., which is working with Chevron ( CVX - news - people ).
Executives at PepsiCo ( PEP - news - people )'s Frito-Lay unit use neuromarketing to test commercials, products and packaging in the U.S. and overseas. They discovered that matte beige bags of potato chips picturing potatoes and other "healthy" ingredients in the snack don't trigger activity in the anterior cingulate cortex--an area of the brain associated with feelings of guilt--as much as shiny bags with pictures of chips. Frito-Lay then switched out of shiny packaging in the U.S. at the end of February.
Yahoo ( YHOO - news - people ) has a 60-second television commercial that features happy, dancing people around the world. Before spending the money to air the ad on prime-time and cable TV, as well as online, Yahoo ran it by EEG-cap-wearing consumers. The brain waves showed stimulation in the limbic system and frontal cortices of their brains, where memory and emotional thought occurs. The ad, which is part of Yahoo's new $100 million branding campaign, rolled out in September to bring more users to the search engine.
Ebay's PayPal hopes to persuade more e-shoppers to use its online payment service by pitching it as fast. Brain-wave research convinced PayPal that speed turns people on more than safety and security, the earlier themes in its ad campaigns.
Microsoft is using EEG data to demonstrate how engaged gamers are when they use an Xbox. Working with EmSense, Microsoft put EEG caps on gamers and showed them ads on the videogame system. It tracked which parts of the brain were stimulated by the ads. Ads that excite several parts of the brain are supposed to make viewers more likely to go out and buy the product advertised, says Michael E. Smith, neuroscientist at NeuroFocus. Microsoft's goal: Get advertisers to buy 30-second spots on Xbox games.>>
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