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Picture yourself with wires hooked up to your head or entering amagnetic tube that can see inside your brain. You must be under-going some medical test, right? Think again—it’s marketing re-search! Marketing research is becoming more like science fictionwith a new field called neuromarketing, which uses technologiessuch as magnetic resonance imaging (MRI) to peer into con-sumers’ brains in an attempt to understand cognitive and affec-tive responses to marketing stimuli. One company, Thinkingcraft,uses a methodology called “neurographix” to help marketers de-velop messages that fit the way customers think. The Omniconadvertising agency uses “neuroplanning” to determine the appro-priate media mix for a client. One study found that consumers pre-ferred Pepsi over Coke in blind taste tests but preferred Coke whenthey could see the names of the brands tasted. Different areas of thebrain were activated when they knew the brand compared to whenthey did not, suggesting that what marketers make us believe ismore persuasive than what our own taste buds tell us.
1.Learn more about neuromarketing and discuss anotherexample of its application. (AACSB: Communication;Technology)
2.Critics have raised concerns over the usefulness and ethics ofthis type of marketing research. Discuss both sides of thedebate surrounding this methodology. (AACSB:Communication; Ethical Reasoning)
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