Neuromarketing techniques in pharmaceutical drugs advertising. A discussion and agenda for future research
نویسندگان
چکیده
Recent years have seen an "explosion" in the abilities of scientists to use neuroscience in new domains. Unfortunately, it is little known and reported on how advertising companies make more effective pharmaceutical drugs commercials. The purpose of this paper is to analyze how neuromarketing techniques may impact the consumer response to pharmaceutical advertising campaigns. The result shows that using neuromarketing methods a pharmaceutical company can better understand the conscious and unconscious consumer's thoughts and tailor specific marketing messages.
منابع مشابه
What is "neuromarketing"? A discussion and agenda for future research.
Recent years have seen advances in neuroimaging to such an extent that neuroscientists are able to directly study the frequency, location, and timing of neuronal activity to an unprecedented degree. However, marketing science has remained largely unaware of such advances and their huge potential. In fact, the application of neuroimaging to market research--what has come to be called "neuromarke...
متن کاملEye Tracking in Neuromarketing: A Research Agenda for Marketing Studies
This article investigates the potential use of Eye Tracking as a neuromarketing tool and its potential for marketing in general. We sought to identify some of the main applications within the mainstream of marketing. The objective of this research was achieved by means of a conceptual literature review. The results of our research indicate important potential uses for Eye Tracking in practical ...
متن کاملNeuromarketing: The New Science of Advertising
Advertisers today spend most of their time in understanding the science to peer into consumers’ minds. Today Neuromarketing has given them the power to delve into our subconscious mind. It is always very difficult for a marketer to understand the customer mind set. How a customer selects a particular product or service, where they look for information and how they search for it. To investigate ...
متن کاملNeuromarketing and consumer neuroscience: contributions to neurology
BACKGROUND 'Neuromarketing' is a term that has often been used in the media in recent years. These public discussions have generally centered around potential ethical aspects and the public fear of negative consequences for society in general, and consumers in particular. However, positive contributions to the scientific discourse from developing a biological model that tries to explain context...
متن کاملTrouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters
Background For the purpose of understanding the Food and Drug Administration’s (FDA’s) concerns regarding online promotion of prescription drugs advertised directly to consumers, this study examines notices of violations (NOVs) and warning letters issued by the FDA to pharmaceutical manufacturers. Methods The FDA’s warning letters and NOVs, which were issued to pharmaceutical companies over a...
متن کامل