An approach to the implementation of neuromarketing techniques by European private TV broadcasters

Abstract

A key challenge in the 21 st century is identifying how to satisfy consumers' needs in the best manner possible, whilst ensuring companies' financial profitability. Scientists play a major role in achieving this goal, as research methods, techniques and tools have continuously evolved. In the last two decades, the development of these instruments has seen an important boost, as neuromarketing methods and techniques added depth and accuracy to traditional studies. The main aim of this paper is to highlight the role and importance of neuromarketing research techniques in the evolution of neurosciences and to explain how these techniques are used in market research. One of the most important challenges for companies who offer neuromarketing services is to stick to ethical principles when performing the investigations. This is an obligation they have both towards the beneficiaries-the companies providing products or services-and towards their consumers as well. This challenge has always been a subject of dispute between the advocates and critics of neuromarketing. Thus, this paper deals with this and other controversial topics. It starts with analysing a traditional persuasion model that has inherently been influenced by the neuromarketing research features. Then, it addresses the positive and negative aspects that subjects might have to face throughout neuromarketing studies, always bearing in mind the current Ethical Code of Conduct issued by the Neuromarketing Science and Business Association (NMSBA). An exploratory online research helped the authors test several hypotheses on ethical issues that neuromarketing companies have to handle. The research was performed on 67 neuromarketing companies from around the world that are members of the NMSBA. The findings are relevant both to researchers and neuromarketing companies, even the Romanian ones, who can use them used as insights.

Cultural Adoption Through Advertisements: International and Indian Scenarios

“…The field of neurobiology can serve as an alternative to or a supplement to traditional research methods by enabling the investigation of unconscious or hard-to-express motivations that underlie purchasing decisions (Giovanni Vecchiato, 2014;Mu Wu, 2016). The raw ingredient for the audio-visual industry in that environment is emotion (Verónica Crespo-Pereira, 2019). Contemporary reality shows that the primary methods for developing effective advertising messages and transmitting those feelings to companies rely on the routine usage of emotions (Feng Shen, 2016).…”

mujer y las relaciones públicas desde un alcance neurocomunicacional

“…Lo cual concuerda con lo que sabíamos sobre los candidatos masculinos ya desde los tiempos del debate televisado Kennedy-Nixon, en el que se permitió a uno de los candidatos controlar la imagen y el entorno, imponiéndose a un rival que no se sentía cómodo ni había utilizado estudios de imagen para planear su intervención (Crespo-Pereira, 2019). La misma conclusión, dos géneros, cincuenta años de diferencia, que apuntan a una evolución paralela y despareja de la comprensión académica de la comunicación, la mente humana y el género.…”

Funciones y características del condicionamiento extrafílmico del espectador en el cine de terror

“…Si nos interesamos por abordar el neuromarketing como potencial condicionamiento del espectador cinematográfico, cabe decir que circula mucho ruido por los medios de comunicación pero transcienden pocas conclusiones concretas. Mientras menudean los artículos periodísticos que claman por el control neuronal que el cine puede ser capaz de generar (Randall, 2011;Europa Press, 2014), las únicas publicaciones científicas existentes en torno al neuromarketing se centran en medir la efectividad del tráiler generando interés en el espectador (Christoforou, et al 2017;Nazarova y Lazizovich, 2019) y la efectividad del product placement que se introduce en los filmes (Jin y Villegas, 2007;Crespo-Pereira, García-Soidán y Martínez-Fernández, 2019). En este aspecto, a pesar de la amenaza de control neuronal sobre el espectador que frívolamente se ha aventado, ninguna estrategia de neuromarketing ha llegado a acercarse al boom consumista del blue jeans de Levi's desencadenado por los films Rebelde sin causa (Rebel Without a Cause, Weisbart y Ray, 1955) o Salvaje (The wild one, Kramer y Benedek, 1953).…”