neuromarketing studies how consumers feel/respond about brands. what gets their attention and their decision to buy or not buy a product
how does FMRI work?
it is a form of brain scanning which measures the activity of the brain when it is 'working'. An active brain area uses more oxygen, so more blood flows to this area and this is measured by a scanning machine.
what are the uses of FMRI?
mapping brain activity and showing which areas are active during certain tasks or events
how does facial coding work?
people's facial expressions may offer a window into their feelings, but the emotional meanings of expressions are open to interpretation. the facial action coding measures expression more objectively. it categorises 'micro' facial expressions from the positions of 43 facial muscles.
what are the uses of facial coding?
electrodes are attached to the face which detect slight muscle movements as people watch an advert. facial movements (FM) are correlated with emotional expressions and feelings to show which aspects of an advert or product the consumer likes.
how does eye tracking work?
many brain areas are involved in vision and co-ordinating eye movement. So, eye movements reflect activities of these areas and are linked to cognitive functions, e.g. attention, memory.
what are the uses of eye tracking?
technology follows a person's eye movements as they view a product or advert. The viewer spends more time gazing at the aspects they find most interesting, exciting or motivating. This is association with brain activity.