Comparison of Neuromarketing and Traditional Marketing Methods


Author: Ismayil Huseynov

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Date of Publication: 18/07/2022






With the new changes and developing technology in the field of marketing, the concept of "Neuromarketing" has emerged as a new concept. The field of neuromarketing emerged from the merger of the fields of marketing and neuroscience. Neuromarketing aims to apply neuroscience methodologies and research results to discover and perceive the physiological and neurological processes and connections that underlie consumer basic behaviors. Neuromarketing methods and methods give more precise and logical results than traditional research methods. Thanks to these methods, it is possible to learn the purchasing behavior of the consumer and the processes behind this behavior.


Disadvantages of Traditional Mark eting Methods


Research with traditional research methods is not based on scientific and logical data. When we look at past experiences, classical research methods are based on the memories of consumers, their moods, and data obtained from their instant thoughts. At the same time, based on other researches in this field, we can say that the probability of the consumer to say his/her opinions and preferences correctly in face-to-face interviews or survey research is very low.

Research with traditional marketing methods has failed to understand the consumer's needs and determine his behavior. According to the researches, the rate of companies that act with these methods are weak in the competitive environment, losing money and customers, and unsuccessful product sales are eighty percent.

Unlike classical research, with neuromarketi


ng research, it is possible to analyze the human brain in detail and to determine the wishes of consumers. At the same time, neuromarketing research does not question consumers' own preferences, ideas or thoughts, as is done in classical research methods. Data from the activity of the brain are much more reliable and logical.

Neuromarketing relies on the measurement of cerebral and neural signals to develop creativity, advertising, product, price, and other marketing concepts, as well as informing customers about their needs, wants, and decisions (Harrell, 2019).


Advantages and Disadvantages of Neuromarketing

Advantages:

  • In each individual, the area of the brain that is active in relation to emotion is the same. In this context, misinformation caused by cultural changes encountered in marketing studies are eliminated by the use of neuromarketing.

  • With the use of neuromarketing, it is possible to obtain more precise results, unlike traditional survey methods. The results obtained from neuromarketing research are completely logical and based on scientific data.

  • One of the most important advantages of neuromarketing research devices is that they provide the privilege of not getting more precise results in a shorter time without the need for very large samples.

Disadvantages:

  • One of the disadvantages of neuromarketing is related to whether it is ethical or not. Some people think that neuromarketing enters the minds of customers.

  • In particular, the analysis of data obtained as a result of Neuromarketing research is one of the most difficult parts of the field. It should also be evaluated that the neuromarketing field equipment is expensive and requires high cost.

  • One of the disadvantages of neuromarketing has to do with protecting people's data privacy. These issues are always kept under control by some research associations. Since the issue of privacy is a sensitive issue, it causes some distrust of Neuromarketing in people.


 

Reference List

  • Hubert, M. (2010). “Does neuroeconomics give new impetus to economic and consumer research?” Journal of Economic Psychology, 31(5), 812-817.

  • Eben Harrell. (2019, 23 January). “Neuromarketing: What You Need to Know?” https://hbr.org/2019/01/neuromarketing-what-you-need-to-know

  • Voicu, M. C. (2012). Aspects regarding neuromarketing specific research methods. Challenges of the Knowledge Society, ISSN 2068-7796, 2, 1471-1476.

  • Zurawicki L., 2010. Neuromarketing: exploring the brain of the consumer. USA: Springer.

  • Atlı, D. & Yazıcı, Ç. (2021). “Philosophical perspectives on ethical issues in neuromarketing. Paradigm shifts within the communication” (Cilt 1, 255-270).

  • Wilson, R. M., Gaines, J., & Hill, R. P. (2008). Neuromarketing and consumer free will. Journal of consumer affairs, 42(3), 389-410.


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