Neuromarketing; Subconscious; Psychological marketing
Neuromarketing is a newly developed marketing method in recent years. The premise of neuromarketing is that consumers must know their own needs. This is a relatively limited premise, because a large number of people are unwilling to try new things, so they can only carry out nerve marketing on some big brands, so the marketing scope is not wide enough, and there are not enough products for the crowd. The view around it is that what kind of products consumers choose-brand is almost entirely subconscious. The main purpose of an enterprise is to shift the consumer's inclination to its own products and services, and the main task is to apply the fuzzy idea of neuromarketing to products and services, which has a unique style and can attract consumers.
First of all, applying science to market competition has added too many restrictions. Among them, the great breakthrough of cognitive science and neuroscience is to explore the neural mechanism of consumer decision-making, and to "read" the reaction of consumers' brains to marketing materials such as products, packaging and advertisements by combining cutting-edge technologies and cutting-edge disciplines. But it is doubtful whether this kind of research is quite random and representative. The research objects need to be classified and representative. The human brain has always been a strange physiological mechanism to be developed. Can it work if you use something you don't know? At present, there is a mature FMRI functional nuclear magnetic resonance * * * vibration technology. Functional magnetic resonance imaging (fmri) is a safe and harmless brain scanning technology, which refers to locating the active area by measuring the changes of blood flow caused by brain nerve activity, and calculating whether these brain activities are related to attention, emotion, memory process, identity and decision-making. There are also EEG /ERPS event related points, eye tracking eye tracking, GSR skin electrical response, EMG electromyography and so on. Of course, this can only get information about a certain brain region. To fully grasp the subconscious of consumers, more scientific and academic research contributions are needed.
Secondly, neural marketing is to go to people's subconscious, and judge the acceptance and love of products by examining consumers' neural reactions, so as to achieve the purpose of predicting the product market. At this time, the primary goal of enterprises is to transfer consumers' purchasing tendency to their own products and services, which requires a good form of expression, embodied in neural marketing. The main purpose of neuromarketing is to show consumers the most acceptable side of goods or services. In addition, there are some meaningful studies on morbid consumption, which are mainly manifested in poverty complex, lack of personal security and rational deviation. According to their performance, we can find out their buying habits and consider historical traditions, misleading media and unreasonable factors in the existing consumption structure.
Thirdly, considering some research on consumers' subconscious, this is also a relatively large cost. If it is only the enterprise's own unilateral research on consumer behavior and psychology, it must buy various testing instruments, select research objects, build scenarios and classify the research objects. Consider gender, age, family background, professional habits, etc. Therefore, many projects need to consume a lot of manpower and material resources before the research results can be applied; We should also consider whether we have our own style. Today, with the rapid expansion of commodity economy, a unique marketing method, a well-known product brand and an affirmative product quality guarantee can enable enterprises to obtain a good market and good product performance.
Finally, before the introduction of neural marketing, some people put forward psychological marketing, which is aimed at the study of consumers' thoughts and psychology, but objectively speaking, there are still great differences between the two. In marketing psychology, the main applied theories are Maslow's theory and Herzberg's two-factor theory, which study consumers' buying motives and lay the foundation for the formulation of marketing strategies. In addition, market analysis also draws lessons from psychological research methods, such as observation, experiment, questionnaire survey, in-depth interview and projection. Thus, there is an essential difference between the two. Neurological marketers use sophisticated brain imaging techniques to test consumers' brain reactions to products or advertisements and help their customers adjust their sales strategies. Psychological marketing is not so academic. It depends on observation, questionnaire, conversation, projection and so on. It has the subjective consciousness of the observed, but it is not as accurate as neural marketing. It is good at communicating with consumers' subconscious, understanding consumers' own preferences, and mining and exploring brain electromagnetic information from a scientific perspective. It is necessary to build a model and structure it, so as to describe how various management elements interact in reality and how to achieve the expected results. Neuromarketing is more advanced, more reasonable and more in line with today's society.
The main purpose of any marketing method is to find and identify potential customers, contact and transmit the information of commodity exchange intention, negotiate, sign contracts, deliver goods and collect money, and provide sales services. Neuromarketing's main task is to put forward the "purchase button", that is, to use the favorable conditions of consumers' potential purchase intention to find out the driving force behind consumers' behavior, attract new consumers, retain old consumers, stimulate consumption, and finally realize brand loyalty. On the one hand, can the subconscious mind change and find new other users while maintaining the existing consumer level? Everyone has different potential preferences. How to ensure that the existing marketing methods are accepted by new users and how to change and shake their existing subconscious mind? On the other hand, whether neuromarketing's brain electromagnetic information is representative and effective, everyone's thinking, stimulated forms and preferences are different, and with the immediate changes in cell renewal, the research on memory cells is not mature and has great uncertainty.
Undeniably, although neuromarketing has its limitations and shortcomings, it can still be appreciated by the public. Before the large-scale production and sale of goods or services, we can judge the degree of combination and love between consciousness and subconscious by examining consumers' nervous reaction, so as to allocate resources reasonably and maximize the utilization rate of resources. Moreover, neural marketing helps consumers understand their consumption patterns and needs through subconscious judgment, and reminds themselves not to be influenced by emotions through various marketing means, so as to buy products that best meet their needs. In short, neuromarketing is not nerves.
refer to
[1] Ma Qingguo Shu Liang Chao Wang Xiaoyi. Innovative Marketing Thinking-Neuromarketing Found the "Buy Button", Enterprise Management, July 2004.
[2] Ma Qingguo Wang Xiaoyi. From Neuroeconomics and Neuromarketing to Neuromanagement, Journal of Industrial Engineering and Engineering Management, No.3, 2006.
[3] Guo Saiyun Xiu. Research on the Application of Neuromarketing in Business, Business Modernization, March 2007.
(Author: School of Management, China University of Mining and Technology)