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This document discusses neuro-marketing and consumer behavior. It begins by defining neuro-marketing as using neuroscience to understand how marketing and advertising affect consumers' brains. It then discusses how neuroscience, consumer psychology, and neuro-marketing are related. Specifically, it explores how different parts of the prefrontal cortex are involved in emotional decision making. The document also provides examples of experiential studies done in neuro-marketing and techniques commonly used.

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Muzmmal Khalid
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55 views

Assignment # 01: Submitted To

This document discusses neuro-marketing and consumer behavior. It begins by defining neuro-marketing as using neuroscience to understand how marketing and advertising affect consumers' brains. It then discusses how neuroscience, consumer psychology, and neuro-marketing are related. Specifically, it explores how different parts of the prefrontal cortex are involved in emotional decision making. The document also provides examples of experiential studies done in neuro-marketing and techniques commonly used.

Uploaded by

Muzmmal Khalid
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Assignment # 01

(Neuro-marketing and Consumer Behavior)


Submitted to:
Ma’am Rameeza Ejaz
Subject:
Consumer behavior
MGT-414
Submitted by:
Areeba Khalid
15280920-046
Semester:
BBA 7th
Section: ‘A’
Date: 26Septembe, 2018

Department Of Management sciences (FMAS)


Table of Contents
a. NEURO-MARKETING ........................................................................................................... 2
1. Neuro science,consumer psychology and neruo- marketing ...................................................... 2
2. Writing review on Neuro- marketing and branding ................................................................... 5
3. Where it is being utilized ............................................................................................................ 7
4. Experiental studies on neuro marketing ...................................................................................... 8
5. Neuro marketig techniques used in marketing.......................................................................... 11
b. IMPLICATION OF NEWLY LAUNCHED RESURANT IN PAKISTAN ..................... 13
1. Visual promoting in administrations......................................................................................... 14
2. Use of Neuro market in service ............................................................................................... 16
c. REFERENCES ........................................................................................................................ 16
Neuro-marketing:

The term Neuro-marketing indicates to the utilization of present day cerebrum science to
instrument the effect of showcasing and promoting on customers. For quite a long time,
advertisers have tried to comprehend what purchasers were considering, yet they've depended on
customary strategies - asking them what they thought in center gatherings and reviews.

Associations are quick to realize why buyers settle on the choices they do, and what part of the
cerebrum is instructing them to do it Marketing experts will utilize Neuro-marketing to more
readily quantify a purchaser's inclination, as the verbal reaction given to the inquiry and it will
tell the marketer what the shopper responds to, regardless of whether it was the shade of the
bundling, the sound the case makes when shaken, or the possibility that they will have something
their co-customers don't, clarified Krishna, whose doctoral work was upheld by Cambridge
Nehru Scholarship. Neuro-marketing is tied in with making the aim activity hole obvious in a
buyer, indicating how extraordinary parts of the cerebrum are made to participate by signs, for
example, marking or by confronting a spend-or-spare decision between whether to enjoy for joy
now or defer satisfaction for some later date. (Forbes article).The improvement of the field of
Neuro-marketing relies upon developing enthusiasm for the neurosciences related with the
advancement of new mind imaging innovation and late hypotheses of the pretended by feeling in
shopper basic leadership. Their depiction of Neuro-marketing as a method for getting to what
buyers' 'truly' feel adds up to their very own misreading venture, which may be all the more
legitimately comprehended as the improvement of strategies for making probabilistic forecasts
about the conduct of populaces Neuro-marketing: Towards a superior comprehension of shopper
conduct.

Neuro Science, Consumer Psychology and Neuro-marketing:

Despite the fact that cerebrum was dealt with as the seat of the locus of control, it was heart
which was favored as "the seat of the spirit" till Hippocrates presented the idea of psyche as a
particular capacity from that of cerebrum. Descartes alluded to a dualistic approach where mind
had authority over the body, and body could have impact over the psyche. Thomas Willis
utilized the terms nervous system science and brain research in his physiological way to deal
with cerebrum conduct study and found the higher structures responsible for complex capacities
and lower structures in charge of programmed responses or creature impulses. In Plato's chariot
and two ponies' hypothesis that connections human individual to human personality, one pony
symbolizes nonsensical personality (feeling) and the other speaks to judicious personality
(thinking). Despite the fact that cerebrum is just 2% of our weight, it consumes 20% of our
vitality to meet our everyday capacities and the vast majority of these are overseen by our
cerebrum beneath the level of awareness. In any case, just 20% of our mind is utilized (Morin,
2011).Brain contains a great many neurons that interconnect each and every piece of the
cerebrum with the goal that no single part works in segregation. Neurons are the nerve cells that
electrically transmit any type of improvements however the neural neurotransmitters which is the
hole between two neurons. Research has distinguished our cerebrum's beginning from reptiles.
Reptilian dash of cerebrum still inclines toward pictures over words and encounters over
clarifications (Morin, 2011). A newborn child's cerebrum will have fewer regions of levelheaded
cerebrum and a greater amount of mid mind which is innocent in nature. Fig (1) demonstrates a
grown-up cerebrum where the primate judicious mined mass is more than mid cerebrum. The
enthusiastic interchange of choice is obvious as we see the mid cerebrum controlling feelings
which is between reptilian cerebrum and primate mind.
The significant parts of prefrontal cortex that seem to satisfy diverse capacities identified with
enthusiastic collaboration in basic leadership are:

 Nucleus accumbens is a piece of ventral striatum, amygdala and dopamine framework


that is frequently connected with quest for joy and henceforth get initiated by
remuneration framework. Usually associated with expectation and forecast of
remunerations.(Plassman et al., 2007; McClure et al., 2004).
 Dorsolateral prefrontal cortex (DLPFC) is dynamic in the psychological activities and
objective choice makings (Deppe et al., 2005; Stoll et al., 2008).
 Amygdala enactment shows the apparent quality of excitement of an approaching boost.
It is recognized to have a critical part in the mind locales engaged with the real
correlation and choice process (Mc Clure et al., 2004).
 Orbitofrontal cortex (OBFC) is associated with remuneration and discipline framework;
likewise assessment of approaching boosts. Due to its capacity to retain the reward
estimation of the tangible improvements and its nearness to various cerebrum structures,
OBFC is found to assume an essential part in remuneration preparing and in the
consequent buy conduct.

Ventromedial part of prefrontal cortex (VMPFC) is fundamental for its combination of feelings
in the basic leadership process because of its closeness to amygdala and

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