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Neuro-Marketing: The Science of Shopping
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Summary
What makes one person hand over their hard-earned cash, while another hangs onto it? The research firm Neurofocus, the biggest neuromarketing company of its kind, is working on an answer. Instead of looking at what happens in the mall, they are looking deep into the brains of consumers.
Rather than having test subjects watch an advertisement on television and then fill out a survey by hand, everything is done electronically. The test subject has electrodes placed on the scalp, as well as a pixel-level eye-tracking device, and tabs that measure changes in the skin’s electrical conductance. As the person watches the advertisement in question, the electrodes and other devices monitor attention, emotional engagement, memory retention and many other parameters which are used to composite a measure of effectiveness for the advertisement.
Keywords: neuromarketing, advertising, retailer strategies. Marketing, EEG brainwave analysis
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