Agree

• 1

  • When interviewed by market researchers - may not always give honest answers - instead offer what they think researchers would like to see (socially desirable)
  • Can be avoided using eye tracking equipment - provides evidence of what really catches a person‘s eye when shopping
• 2

  • Sands - used this technique devising a highly successful advert for volkswagen - increased traffic to VW website by more than half and contributed to hugely successful sales year for brand
• 3

  • Lieberman 2010 - studied the brain activity of people who watched public-service announcements about importance of wearing suncream
  • About 50% of subjects had accurately predicted their behaviour - The researchers model however was accurate 75% of the time
• 4

  • Shows potential power of neuro-marketing, reading someone better than they know themselves
  • If something is marketed effectively more people will convert
  • Good marketing = company will earn more