NEUROMARKETING

Source: Consumer Behavior, 2006, p142-144, 3p; Chapter 37 (AN 22747820)

Summary:
The functional magnetic resonance imaging (FMRI) scanners are now being used by neuroeconomists to understand why people make the decisions they do and what part of the brain tells them to do so. This is accomplished by measuring the flow of blood in portions of the brain involved in emotions such as wanting and indecision.The role of the subconscious mind in consumer decisionmaking was demonstrated by a 2004 study by researchers at Baylor College of Medicine. The researchers offered 67 committed Coke and Pepsi drinkers a choice, and in blindtesting, they preferred Pepsi. When they were shown the company logos before they drank, however, 75% preferred Coke. The researchers scanned the brains of the participants during the test and discovered that the Coke label created wild activity in the part of the brain associated with memories and self-image, while Pepsi, though preferred by most, did little to these feel-good centers in the brain. The mere red-and-white image of Coke made the hippocampus light up. This affirms that some brands are so powerful that we are sometimes more likely to buy something we identify with rather than something we like better or that is better for us.

Bulent DENIZ
106604208