Consumer behaviour

• What key concepts can explain consumer behaviour ?

  fMRI

  Eye tracking

  Facial coding

  Neuro-marketing
• What is neuro-marketing?

  Using the studies of the brain and applying them to marketing to understand consumer behaviour
• What are examples of neuromarketing?

  fMRI

  Eye tracking
• What is fMRI and how does it work?

  Tracks the brains activity while it is working

  Also tracks blood oxygenation levels in parts of the brain - more active more oxygen is needed

  HIW - Lay down on the board, watch ad, tracks brain activity, creates 3d images of the brain
• What is eye tracking?

  Tracking the movements of peoples eyes to see what capture their attention in an ad

  Linked with cognitive factors - attention and memory

  looking what what catches peoples attention and if they remember it
• What is facial coding?

  Tracking peoples facial movements

  Ekman and Friesian - electrodes attached to peoples faces to track slight muscle movement - linked with emotions - what people think about adverts - like or dislike
• What are the strengths?

  Get more in-depth information - fMRI - scanned people brains while listening to chart songs - asked for conscious opinion on song - didn't match charts - gives more personal information
• What are the weaknesses

  Unethical - controlling/manipulating peoples unconscious decisions

  There are better market research methods - focus groups, facial coding, fMRI and eye tracking where all used in market research - focus groups better - don't have to rely on biological explanations