Читать книгу NEUROMARKETING - Branislav R. Tanasic - Страница 3

In the book The Psychology of Advertising (1904), Walter Scott unequivocally anticipates the development path and significance of psychology application in promotional activities: "Advertising is the basic factor of modern business methods, and wise, business people can better understand the way consumers think they need to know how to influence them more effectively - they need to know how to apply psychology in advertising" (Scott, 1904: 33-34). Given today's business conditions from the time when Scott deals with advertising issues, we can say that his approach has shown decades ahead of his time, almost as a prophetic vision of upcoming bursty market changes. The struggle for the survival of modern companies in the saturated market has made drastic changes in the effort to attract consumers. We are surrounded by promotions at every step, so Hood notes the tremendous amount of promotional information that US citizens are exposed for 17 hours of daily activities: "During a typical day, the average American sees more than 5,000 advertisements" (Hood, 2005: 119-120). A simple account comes up to 294 propaganda messages per hour, or almost five propaganda messages every minute! Which of such a large number of information generally comes to mind, where one can draw the attention of an individual and affect behavior and decision-making? The conscious sphere of the brain is defeated by filtration, the impermeable barrier to the irrelevant data most commonly classified and propaganda messages. The psychic life of a man is organized so that most of the brain processes are automatic at the subconscious level. This is the area where the marketers will attract more and more, so the design and implementation of promotional activities combine the knowledge of other sciences, including psychology. On the other hand, companies are extremely important feedback about the quality and effectiveness of a promotional campaign. The product quantity sold is a direct indicator of the company's success, but it can not be inferred to what extent this is the product of the promotions undertaken, or other factors have prevailed on the decision of the consumer in the selection. The classical approach to the company's business analysis, or the monitoring of the effects of some marketing action, could be achieved through sales tracking and earnings gain, or through traditional market probing through various questionnaires, surveys, direct conversation, etc. Both can provide certain market information as a confirmation of success or the loss achieved through the tracked product, but it is difficult to determine and explain the causes of the outcomes achieved. This brief review refers to classical promotional techniques and resources, as well as decision making that is supposed to be formed by intelligently perceived information. The problem with communicating with consumers is due to the overwhelming number of promotional messages that a contemporary person is exposed daily, thus activating the psychological defense filtering mechanism (Jahn & Dunne, 2004: 547-750). In addition to clear marketing communications, consumers are often exposed to secret messages communicated through associative relationships and symbols (Thomas, 2006: 64; Packard, 2007: 31). Some of the contents are so weak that they can not be consciously perceived, i.e., there is no knowledge that the stimulus happened, such messages are called subliminal messages (Loftus & Klinger, 1992: 761-765; Chessman & Merkle, 1984: 385). No matter how subliminal is not perceived consciously, these weak signals trigger sensory processes and as such are registered (Woodworth, 1908: 472-474). Jastrow and Peirce conducted psychophysical experiments on the possibilities of detecting the self-priming difference (differential limes) that led them to the discovery of perceptions of the unconscious (Jastrow & Peirce, 1884: 76). For the pioneers of mental perception, the Scriptures and Sidis started, and their experiments further confirmed the findings of subliminal perception (Scripture, 1897: 248-260; Sidis, 1898: 169-172). The first well-known practical application of the subliminal was performed by Vicary, during film projection using the tachistoscope (Pratkanis, 1992: 260-272; Rogers, 1992: 12-17). Experiments conducted to prove/deny the possibility of subliminal influence on the judgment and decision-making of the respondents are based on indirect observations and results were often the subject of discussion. With the development of neuromarketing and identification techniques for consumer understanding at the cerebral level, introducing into the experiment of electroencephalographs and magnetic resonance devices, it was possible to monitor and measure respondents' reactions to subliminal stimulation directly. (Cooper & Cooper, 2002: 2213-2227; Karremans, Stroebe & Claus, 2006: 792-798; Verwijmeren & all, 2011: 206-213; Smarandescu & Shimp, 2015: 715-726). Neurophysiological research using the EEG device can prove the hypothesis of the psychologist that the brain undergoes some decisions sub systemically during the automated process (Camerer & Thaler, 1995: 209; Camerer, Loewenstein & Prelec, 2005: 9-64).

In an attempt to overcome the defensive psychological filtering of visual messages and the worn attention of the contemporary man (Lindstrom, 2010: 177), the solution is sought in the engagement of other senses. Smell or olfactory stimulus (Emsenhuber, 2015: 7) combined with traditional promotional techniques can be very effective and improve the promotional effect (Foleanu & all, 2009: 196-198, Zhong, 2011: 381-383, Hulten, 2011: 256- 273). This combination is called Sensory Branding, (Hulten, Broweus & Van Dijk, 2009: 1). It is aimed at improving promotional techniques and improving their impact on consumers. Are there differences between what consumers say, say in surveys and what they choose and do? Which factors have a decisive influence on the decision to purchase a product, in addition to a series of similar attractive offers? Does, and to what extent, the promotion influences the choice? To what extent do other factors may be crucial in the process of making a purchase decision? It has long been known that electrocution occurs in the brain in response to sensory stimulation. By placing the microelectrodes on the line, it is possible to register these bioelectric potentials or electrical activities, and this process is called electroencephalography - EEG. For years this non-invasive technique was used in medicine as a diagnostic method. The combination of electroencephalography and related medical research techniques with marketing is called neuromarketing.

Neuromarketing's science is articulated as a combination of marketing, medical knowledge, and the latest brain scanning technology which enabled the insight into bioelectric potentials of the brain. Before neuromarketing, the credibility of traditional research techniques was based on the degree of accuracy and honesty of respondents' answers. By developing neuromarketing, the observer can unambiguously detect changes by recording brain activity from the scalp of the respondents and identify the engaged brain region as a result of a particular stimulus from the environment. Changes in the nervous activity induce variations in cerebral metabolism, hemodynamic and electromagnetic signals, which can be measured by one of the following neuromarketing techniques. Improving understanding of neural mechanisms in decision-making and insight into individual differences in behavior and personal preferences enables marketers to significantly promote more effectively. Tools and methods used in neuromarketing analyzes are rapidly developing the ability to better visualize consumer subconscious responses to environmental concerns. Neuromarketing represents the bridge between marketing and neuroscience, a research field that is growing extremely vigorously.