The name Neuromarketing is suggestive and wrong. Otherwise Focusgroupmarketing would also be correct. It is a research method. Nothing more and nothing less. Based on solid academic research by professionals it is also shown to be of limited use in marketing compared to other research methods. Further interesting reading http://www.greenbookblog.org/2013/12/12/can-neuromarketing-get-its-groove-back-part-1/ and (in Dutch) http://www.marketingfacts.nl/berichten/brain-porn

1. Neuro Marketing: Neuro Nonsens ?
“We hebben zo een behoefte aan zekerheid dat we maar al te graag geloven dat
hersenbeelden ons de waarheid zullen vertellen “

2. Black Boxen zijn link in management

3. “Neuroscience can often answer the obvious questions but rarely the interesting ones”
Adam Gopnik in the NewYorker september 9, 2013

4. Neuro Marketing ivm Traditioneel onderzoek

5. Waytz, A., & Mason, M. (2013). Your Brain at Work. Harvard business review,
91(7), 102-111.
Solnais, C., Andreu-Perez, J., Sánchez-Fernández, J., & Andréu-Abela, J. (2013).
The contribution of neuroscience to consumer research: A conceptual
framework and empirical review. Journal of Economic Psychology, 36, 68-81.

6. Netwerken zeggen meer dan plekken in het brein

7. De 4 netwerken

8. Study 2

9. JAja

11. Conceptual Framework

12. 1) Converging evidence on the role of the VMPFC in consumer decision-making.
Additionally, an increasing number of studies suggest a possible interaction of
the PFC with the cingulate cortex to allow for the evaluation of implicit brand
information within the decision-making process. Remaining challenge addressing the problem of
uncontrolled variables within the complex design of simulated purchase situations and other product judgement experiments .
Conclusions

13. 2) Indication of ability of marketing to engage the brain’s re-ward
system, particularly through the striatum. However, further
evidence is needed to confirm whether attractive packaging and
favorite brands could be reliably predicted based on a specific
pattern of neural activation within the brain’s reward system

14. 3) Relatively few answers to the question of consumer s’
motivational and emotional responses so far as there is still little
evidence of the brain areas activated during the processing of non-
rational advertising messages. A more frequent combination of
neuroimaging data with behavioural measures will be important in
future research

15. 4) Growing number of findings in relation to the topic of
consumers’ memory. These mainly confirm the participation of the
hippocampus and the left frontal hemisphere in the memorization
of various types of marketing stimuli. However, particularly high
heterogeneity as regards the techniques and procedures used so
far to address this question according to our sample of studies.

16. But we have to continue
Final:
1) The high heterogeneity in the methods and experimental conditions used within the
field of consumer neuroscience increases the difficulty to make generalisations that are
meaningful to consumer research. In addition, methodological problems exist against a
systematic identification of specific variables of consumer behaviour models solely based
on neuroscientific experiments.
2) These are major obstacles to making the necessary bridge between neuroimaging data
and theories of economic psychology. This can explain the absence of new consumer
behaviour models that integrate the findings from neuroimaging experiments and
go beyond traditional ‘‘black box’’ models, hence a relatively limited application of these
techniques to marketing so far.
3) We enhanced our knowledge of the brain and neural mechanisms applied
to the processing of marketing stimuli but fMRI and other modern neuroimaging
techniques are unlikely to revolutionize the field of economic psychology and that
they cannot replace traditional behavioural science methods and self-report measures.

17. Other cheaper techniques such as Approach Avoidance and IAT. Weinberger, J. & Walker,
C. (2014). The Conflict of the Conscious and Unconscious Mind. Admap, 1, 20-21

18. De mens neemt echter c.a. 80% van beslissingen in zijn onbewuste
Dijksterhuis (2011) en Kahneman (2010)

19. 1 MB158000 MB
En nog lui ook

20. Tom Ewing een zeer helder betoog hierover tijdens het ESOMAR congres
Wij moeten onze research aanpassen. Hier een voorbeeld van
systeem 1 test van een nieuwe verpakking
Tom Ewing (2013) ESOMAR

21. ?
“Neuromarketing heeft zijn eigen black box geschapen.
Gezond wantrouwen is dus op zijn plaats”