'The Effects of Neuromarketing in Consumer Behavior\r'

'Neuro selling helps some companies and academics to understand how the neurons in our brains behave in much(prenominal) a way that stimulates and fascinates our longing to consume proceedss from a particular tell on. The purpose of my research was to cod to it away what warps my debaseing decisions referencing the contain Buy-ology by Martin Lindstrom, which talks a nigh a Neuromarketing claim that used 2,000 volunteers from almost the military personnel and link to the concepts learned in Consumer bearing air division.\r\nA in-person consumption daybook is an first-class source of in plantation that describes in detail my personal consumption experiences helping me to be more absorbed of my consumer habits when marketers try to influence my judgment towards a crop. The ledger of Stephen J Gould states that â€Å"introspection involves the provision of verbal data about cardinal’s own experiences that atomic number 18 consciously available only to aceself”. The data I collected with my journal was important and useful because it gave me the luck to comp be the findings of Lindstrom with my personal experiences as an active consumer of a capitalist society.\r\nThe journal was a ch allenging project for me because it took me a long time to be sufficient to maintain up to date the log, all the sametually it became a routine. My consumer journal revealed that I was constantly seduced by companies to deal more harvestings of their brand using my receptive receptors to rend my attention. An case was Victoria mystifying, my favorite lingerie and saucer store that seduce me to enter the store with an sympathetic tone and a mannequin wearing lovely lingerie. Once you walk into the store there is a feeling of privacy and comfort.\r\nA quote from my Journal says â€Å"the lovely smell and texture of the Victoria secret work out ontogeny my desire to engender pricker and buy more products”. I immediately equald my experience with the concept learned in class about sensation which is the instant reaction of the sensory organs to a stimulus. Companies try to create funny scents for their products in order to remain in the see of the shoppers.\r\n matchless example is the gutterson and Johnson’s baby cream that just by a quick smell of the product; you will be immediately transported to your puerility memories. Lindstrom states that these kinds of associations be why companies use the mell of vanilla which is put in breast milk. An experiment carried out by a enclothe store revealed that when the vanilla scents were sprayed across the women’s department, sales of the female merchandising increase in high numbers. Today companies are more frequently leaseing the Sensory branding because if the consumer perceives a enjoyable scent with an attractive and seductive product, we are more likely to remember the product making it cushy to the company to stay in your su bconscious. Many companies around the world are using Neuromarketing to meet succeeder in launching their new product.\r\nOne example is Christian Dior, which s potfulned its new nub J’ extol to a series of FMRI studies to desexualise its ad placements in the market. As a result, they gathered a great success in selling their perfume J’adore and coincidentally having me as one of their loyal consumer. Neuroscience is so powerful that can level off determine by brain scans how much a consumer is willing to pay for a peachy or service. Lindstrom conducted a series of studies on how a consumer perceives termss and if it had an influence on the decision of buying the product.\r\nHe says â€Å"When subjects bewitch luxury products such(prenominal) as Louis Vuitton and Gucci universe interchange at full price, both the nucleus accumbens and the preceding cingulated light up, showing the pleasure of anticipatory honour mixed with the conflict about buying such an expensive doodad. But when consumers are shown the same products at a significant discount, the â€Å"conflict” signal decreases as the reward activation simultaneously goes up” (Lindstrom, 2008, 197). In my log, I wrote my experience when buying a drape for a special dinner I had in October.\r\nI went to the Guess store to try to find the perfect outfit for my special occasion, all the swap I liked was at retail price so I decided to go to Macys and touch in the guess section for my surprise the get up I wanted in guess was priced at 25% off at Macys. In my look the price of the dress persuade me to buy the circumstance thinking that I was getting a good deal. The study of Lindstrom and my personal experience was a clearly example of reference prices which is the price a consumer expend as a source for comparison in judging another price.\r\nLindstrom recalls an interesting study in his book performed by researches from Stanford University and the California Institute of engineering science in which they asked twenty volunteers to position their pleasure and relish of contrasting priced wines under an FMRI. The trap was that two of the wines were presented twice, one with a high price and the other with a low price. The findings of the researches state â€Å"When the expensive wine was presented, there was a flurry of activity in subjects’ mesial orbitofrontal cortices, where they perceive pleasantness-indicating that the higher price of a product enhances our enjoyment of it”.\r\nIn my opinion, the use an expensive product makes us feel pleased because in our minds we relate quality with expensive prices which is not eternally true. In Colombia the prices of low quality clothing are really high compared with the income of the population. Every time I go back home I complain about the market and their prices, entrepreneurs tend to take advantage of the good deal by buying merchandise at a low price in the U. S and china and selling in Colombia for five times the sell price.\r\nI understand that is a business and winnings need to be made but an exceedingly high price in products limits the consumer capacity to consume. The book Buy-ology by Martin Lindstrom explains how his recent research in Neuroscience reveals rotatory concepts about how people are influence by various advertisements strategies. Lindstrom through a detail study of the brain evaluates the potence of the subconscious ads and is able to determine that they are actually more effective than the tralatitious advertisement logos.\r\nIn his book he explains the speciality of subliminal advertisement campaigns and depicts real life scenarios of the marketing world. Lindstrom in his three year study, with a be of seven million, engaged some of the top Neuroscientists †Dr Gemma Calvert menstruation chair in applied Neuroimaging at the University of Warwick, England and collapse of Neurosense in Oxford was in charge of overseeing the research police squad for this study. One of the conducted case studies was to discover if subliminal put acrosss would raise cravings similar to the ones generated by the traditional logos.\r\nThey picked the tobacco plant plant intentness for this experiment since it is one of the industries which have been forced to adopt new marketing strategies due to the global tobacco advertisement ban effort. Tobacco companies such as Marlboro and Camel have implemented subliminal messages in reception to this ban which have now, after this research, proven to be more effective. Lindstrom writes â€Å" More fascinating still, when Dr Calvert compared the brains’ responses to the two different types of images, she found even more activity in the reward and craving centers when ubjects viewed the subliminal images than when they viewed the overt images. In other words, the logo-free images associated with goats, like Ferrari and the sunset, triggered more craving s among smokers than the logos or images of the cigarette pack themselves” ( Lindstrom, 2008,84). Formula one being one of the top most watched sports in the world created an association between the competing teams and tobacco brands. Prior to the tobacco bans Formula one teams’ were sponsored primarily by cigarette companies such as Marlboro, Camel, Lucky Brand, etc and their logos were decaled all over the cars.\r\nFor all those who were acquainted with the sport, this long- unyielding human relationship between teams and tobacco brands created an association in people’s intelligences that still exist today even when the tobacco logos have been removed form the cars. A clear example of this is Ferrari with Marlboro, their cars, drivers and mechanics jumpsuits are red just like the Marlboro original brand logo, but more interesting that this long lasting partnership with Phillip Morris was the bar ordinance logo that they had been using up until the start out of this year, which according to the experts, resembles the bottom of a Marlboro cigarette pack.\r\nJohn Britton, a Fellow of the Royal College of Physicians and director of its tobacco advisory group, states, â€Å"according to the Times: â€Å"The bar recruit looks like the bottom half of a mail boat of Marlboro cigarettes. I was stunned when I saw it. This is button at the limits. If you look at how the bar code has evolved over the last four years, it looks like move branding. ” (Pitpass. com). As being a Formula One fan myself, I experienced similar results to those conducted by Lindstrom.\r\nIn my Journal, I noticed that my friends and I were always purchasing Marlboro cigarettes after watching a race. Unconsciously, I was having a desire to smoke without having being unfastened to a Marlboro logo but instead having watched a red Ferrari car race around a circuit for two hours. This indicates that Marlboro has used subliminal message campaigns effectively through their partners creating a greater desire in consumers to purchase their product. This notion contradicts some of the findings of the effectiveness of subliminal persuasion in the book Consumer port (chapter 6).\r\nThe book consumer appearance says â€Å"There is no express that subliminal advertising persuades people to buy goods and services. A comprehensive review of the literature indicates that subliminal perception has no effects on attitudes toward products and consumption expression and that most of its effects were discovered in exceedingly artificial situations”. In my research, I learned a lot about the mirror neurons which are responsible for why we imitate other individual’s doings. The mirror neurons are responsible for when we try to write down our voices when someone is whispering.\r\nIn terms of consumer behavior we can relate this concept to when we go to the mall and see a mannequin with an amazing dress with the interconnected shoes and pur se that make her look tasteful and slim. The consumer immediately buys the dress thinking that we as consumers are going to look the same if we acquiring the mien and image that the store wants to sell us. In my journal, I found many scenarios where the mirror neurons influenced my rational thinking and caused me to unconsciously purchase what the store was displaying.\r\nIn my interpret to Hollister, one of the top 10 US clothing brands, I saw a female amaze at the entrance of the store wearing extremist casual red sweeter that immediately caught my attention because the colour in was perfect for the Christmas season, which then lead me to go within the store to purchase the sweeter. The mirror neurons triggered my desire to buy the cool-looking sweeter I saw at Hollister. In conclusion, I was overwhelmed by the responsibility that our neurons and subconscious plays in our consumer behavior and how we attach to certain brands.\r\nIn my opinion, Neuromarketing will curtly be an essential source of information for marketers in terms of predicting the future of a new product in the market. The book Buy-ology explains the latest findings involving brains scans and successfully cogitate to sales and purchases. Overall, Buy-ology gave me the opportunity to compare the statements of the book consumer behavior with the findings of Lindstrom and Dr. Calvert. After the consumer behavior class, I have come to acknowledge my consumer habits and be aware of the marketing strategies that influence my decision-making process.\r\n'