|
Neurobranding
Neurobranding is a field of study that applies findings from neuroscience and psychology to brand development, management, and customer engagement. It seeks to understand how consumers' brains respond to brand elements, including logos, advertisements, packaging, and storytelling, through methods like neuroimaging, biometric measurements, and psychological analysis. Neurobranding is distinct from neuromarketing in that it specifically focuses on the long-term cognitive and emotional connections between consumers and brands, rather than just optimizing short-term advertising effectiveness. Background Neurobranding developed as an offshoot of neuromarketing research in the early 2000s, building on studies that explored how emotional responses and memory formation influence brand perception. Unlike traditional branding, which often relies on intuition and qualitative feedback, neurobranding is grounded in empirical data from neuroscience, psychology, and behavioral economics. It ai ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Neuromarketing
Neuromarketing is a commercial marketing communication field that applies neuropsychology to market research, studying consumers' Piaget's theory of cognitive development, sensorimotor, cognitive, and affective responses to marketing stimuli. The potential benefits to marketers include more efficient and effective marketing campaigns and strategies, fewer product and campaign failures, and ultimately the manipulation of the real needs and wants of people to suit the needs and wants of marketing interests. Certain companies, particularly those with large-scale ambitions to predict consumer behavior, have invested in their own laboratories, science personnel, or partnerships with academia. Neuromarketing is still an expensive approach; it requires advanced equipment and technology such as magnetic resonance imaging (MRI), motion capture for eye-tracking, and the electroencephalogram. Given the amount of new learnings from neuroscience and marketing research, marketers have begun ap ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Functional Magnetic Resonance Imaging
Functional magnetic resonance imaging or functional MRI (fMRI) measures brain activity by detecting changes associated with blood flow. This technique relies on the fact that cerebral blood flow and neuronal activation are coupled. When an area of the brain is in use, blood flow to that region also increases. The primary form of fMRI uses the blood-oxygen-level dependent (BOLD) contrast, discovered by Seiji Ogawa in 1990. This is a type of specialized brain and body scan used to map neuron, neural activity in the brain or spinal cord of humans or other animals by imaging the change in blood flow (hemodynamic response) related to energy use by brain cells. Since the early 1990s, fMRI has come to dominate brain mapping research because it does not involve the use of injections, surgery, the ingestion of substances, or exposure to ionizing radiation. This measure is frequently corrupted by noise from various sources; hence, statistical procedures are used to extract the underlying si ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Electroencephalography
Electroencephalography (EEG) is a method to record an electrogram of the spontaneous electrical activity of the brain. The biosignal, bio signals detected by EEG have been shown to represent the postsynaptic potentials of pyramidal neurons in the neocortex and allocortex. It is typically non-invasive, with the EEG electrodes placed along the scalp (commonly called "scalp EEG") using the 10–20 system (EEG), International 10–20 system, or variations of it. Electrocorticography, involving surgical placement of electrodes, is sometimes called Electrocorticography, "intracranial EEG". Clinical interpretation of EEG recordings is most often performed by visual inspection of the tracing or quantitative EEG, quantitative EEG analysis. Voltage fluctuations measured by the EEG bioamplifier, bio amplifier and electrodes allow the evaluation of normal Brain activity and meditation, brain activity. As the electrical activity monitored by EEG originates in neurons in the underlying Huma ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Eye Tracking
Eye tracking is the process of measuring either the point of gaze (where one is looking) or the motion of an eye relative to the head. An eye tracker is a device for measuring eye positions and eye movement. Eye trackers are used in research on the visual system, in psychology, in psycholinguistics, marketing, as an input device for human-computer interaction, and in product design. In addition, eye trackers are increasingly being used for assistive and rehabilitative applications such as controlling wheelchairs, robotic arms, and prostheses. Recently, eye tracking has been examined as a tool for the early detection of autism spectrum disorder. There are several methods for measuring eye movement, with the most popular variant using video images to extract eye position. Other methods use search coils or are based on the electrooculogram. History In the 1800s, studies of eye movement were made using direct observations. For example, Louis Émile Javal observed in 187 ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Consumer Behaviour
Consumer behaviour is the study of individuals, groups, or organisations and all activities associated with the Purchasing, purchase, Utility, use and disposal of goods and services. It encompasses how the consumer's emotions, Attitude (psychology), attitudes, and Preference (economics), preferences affect Buyer decision process, buying behaviour, and how external cues—such as visual prompts, auditory signals, or tactile (haptic) feedback—can shape those responses. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an Interdisciplinarity, interdisciplinary social science that blends elements from psychology, sociology, Social Anthropology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics (especially behavioural economics). The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles, and behavioural variables (like usage rate ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Management
In marketing, brand management refers to the process of controlling how a brand is perceived in the market (economics), market. Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the target markets share with the brand, and the relationships they have with it. A brand manager oversees all aspects of the consumer's brand association as well as relationships with members of the supply chain. Developing a good relationship with target markets is essential for brand management. Definitions In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers". In 2004 and 2008, Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction.Shamoon, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Neuroeconomics
Neuroeconomics is an Interdisciplinarity, interdisciplinary field that seeks to explain human decision-making, the ability to process multiple alternatives and to follow through on a plan of action. It studies how economic behavior can shape our understanding of the brain, and how neuroscientific discoveries can guide models of economics.Center for Neuroeconomics Study at Duke University http://dibs.duke.edu/research/d-cides/research/neuroeconomics It combines research from neuroscience, Experimental economics, experimental and behavioral economics, and Cognitive psychology, cognitive and Social psychology, social psychology. As research into decision-making behavior becomes increasingly computational, it has also incorporated new approaches from theoretical biology, computer science, and mathematics. Neuroeconomics studies decision-making by using a combination of tools from these fields so as to avoid the shortcomings that arise from a single-perspective approach. In mainstream ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
