The Effects of Neuromarketing in Consumer Behavior

Today’s society is faced with a plethora of media appealing to their emotional state by advertising the basic human need, to eat. The images that we see each and every day of our lives appear in media such as, magazines, billboards, television, during movies, and on the internet. These images are artfully recorded as film or photographs in such an advanced way that they tempt and tease our senses, inviting us to purchase and eat such a wonderful product (Cyberpat.com, 2013). Our senses are bombarded with messages constantly and are extremely sensitive to the messages they receive. The sense of sight and sense of smell are particularly sensitive and have a special connection with the processing of messages that affect the emotions Croy, Schirato and Webb, 2004). This is often referred to as The Hedonic Experiential Model. It is refers to the way consumers process information based on the concept that purchasing decision may be spur of the moment or irrational. This model reflects the emotions of the consumer, which more than likely, have been influenced by advertising or visual propaganda. (Clow) It is with little wonder that advertising or mass media propaganda, are expressed utilising the senses, and in particular, the sense of sight (Alden and Steenkamp et al., 1999).

First of all let me explain why people like to buy a items/goods those are higher in price’s. Those who are purchasing the target brand items are making a selection, spending only a few seconds before moving on. This leads me to suggest that consumers are not paying much attention to prices. On the other hand, we know from scanner data that consumers respond a great deal to price changes. It appears that rather than looking at prices per see on every shopping occasion, consumers may check prices only periodically (say, every ten shopping times) or rely on cues in the environment—e.g., buy whatever brand is on sale. Other, thing which I realized is that different people live in a different

In other words most people would prefer to pay more and buy a more expensive product thinking that by paying more it is also superior to the other products of the same category that are cheaper. However, although the phrase “you get what you pay for” might have some validity in it that is not always the case, due to the fact that sometimes the products that might be cheaper are just as good as the competitor brand which has a higher price. In this instant it would be logical to buy the cheaper product however most human beings would opt for the expensive product, assuming that it is of better quality than the cheaper product. On the other hand, Dan Ariely rebuffs this claim and states, “We choose what we like, not what's best.” Sometimes humans don’t make decisions based on their preferences; instead they choose what they want and that leads to a process of rationalisation in order to get what they really want. However, they still want to give the impression that they were acting according to their preferences.

After I noticed that this wasn’t just a theory, I started to become more aware of it. Every time I felt the need to click “Add to cart” on “Forever 21”, I stopped and asked myself I truly needed that new dress or was it because I simply had matching nude heels. In addition to this I started thinking about whether I was buying something to conform to new trends, for status value or did I truly need the product. I was faced with this dilemma when I was at the adidas store in the process of buying the new “Superstars”, plain white, expensive shoes that everyone on campus was wearing. I gave in and spent that extra amount of money for no reason, I already

Accompanying reasonability, the fact that expensive cars can be a status symbol does play a role in the consumers’ decision; however, people have bought expensive things to flaunt since currency has existed. “The only people who bought expensive cars for looks were wealthy adults. Most people bought

Consumer psychology is very important to take in consideration. People has many tendencies when is time to purchase new items. These tendencies can be impulsive, therapist, or necessary. The study of consumer psychology will improve that consumer satisfaction in the time of new purchases or looking for that desire item. Not all items are purchases without the touch or the personal experience of seen it, but the media through the Internet creates new ways of marketing. Marketing communication is very essential to consumer so they can familiarize their favorites products with logos, words, or even colors. Consumer psychology and marketing communication work together in the recompilation of all the need to satisfy those consumers in all the terms.

When making a consumer decision-making there are several influences that can affect, motivation, attitude, lifestyles, learning, and perception. A person behavior is a key point since it shows the person within their cycle. As we change daily as family our cycle changes as well. In the US, we have different socials classes, and each of them shows different values, behavior, and way of seen life in

1. In his chapter “The Power of Price”, Ariely shows us that the placebo effect and the price of the goods we buy greatly impact our expectations and perception of reality. The results from the experiments are highly interesting, as they reveal that price has a huge impact in the way we experience things. Ariely argues that, when we buy an expensive good, we expect it to work well and to be good for us.

This paper will cover the study of behavioral economics and its effect in consumer decision-making. The impact of human factors, importance of making rational decisions, and how all this ties into the economic market will be discussed in the report. This paper will include models, tables, and real world examples of a decision making process as it relates to behavioral economics and consumer buying process. The usefulness of the utility theory will be illustrated as an example pertaining to consumer behavior. The findings will show how consumer rational is

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.

Quite often, consumers purchase goods and services based on their perceived need. Upon making the decision that a need is present and a solution is available consumers are more equipped to react to that need. Although previously perceived that consumers will normally accept prices as presented by suppliers that remains to not be the case. Consumers assess and process prices based on past purchases and other psychological process they went through previously such as persuasive marketing strategies, accessibility of the goods or services and possibly information gathered from prior purchasers of a product. There are countless options that are available to consumers. Consumers are then faced with the choice of choosing the product that best fulfills their need at that given point. Consumers who are knowledgeable regarding prices will be aware of the approximated price for products (Zhao, Zhao & Deng, 2015).

Using different types of stimuli, a marketer can attempt to make you more perceptive to their products whether you need them or not. There are so many types of strategies of marketing and consumers are bombarded advertising from all angles. With their demanding and busy lifestyles, there is no way of getting away from receiving the information through advertising channels. What seems to be the most apparent is that with all the information out there, it is impossible to get it out of your brain.

Martin Lindstrom’s Buyology follows the largest neuromarketing study ever conducted. Lindstrom explores the theme of marketers rising control over consumers. He believes neuro-marketing will ultimately increase the knowledge of what drives consumption. Lindstrom defines Buyology as, “the subconscious thoughts, feelings, and desires that drive the purchasing decisions we make each and every day of our lives.” His research is an attempt to discover what captures our interest as consumers. While it was a three-year, $7 million research study, there are still some who question its findings. The article Ad Experts Not So Quick to Buy Into ‘Buyology” by Marissa Miley raise questions about the processes and findings of the

1. Consumers are often` confronted with incomplete information. How do consumers deal with incomplete information for (a) attribute values (b) brands? (give examples)