In order to better understand and understand the importance of cognitive neuroscience for Marketing, let’s now see the tools most used to study the brain functioning of your consumers. Whatever the tool, the method is always the same Volunteers are subjected to stimuli (visuals, smells, objects, etc.), You observe which areas of the brain react, The stimuli activating the pleasure or the reward are retained to guide your Marketing strategies and campaigns.
The Electroencephalogram performs different measurements of the electrical activity of the brain on several waves (Alpha, Beta, Theta, Delta and Gamma). They determine the different areas of the brain involved in decision making.
Thus, you interpret the cerebral activations Iran Phone Number Lis of your consumer in front of different stimuli and their level of activation.
In particular, the EEG detects, in the subject studied, the level of attention, his emotion and the commitment generated by a given marketing strategy.
Its plus: it is an inexpensive, portable and easy-to-use tool. No wonder the EEG is one of the most used tools in Neuromarketing.
Functional Magnetic Resonance Imaging (MRI)
Like EEG, functional magnetic resonance imaging takes measurements directly related to brain activation. In contrast, FMRI does this by measuring changes in blood flow.
Based on its results, you analyze, for example, customer loyalty to a brand or their preferences over other brands.
Its minus: the high cost, the low temporal DV Leads resolution and the difficulty of application make it an impractical tool.
By analyzing the study of the magnetic activity of the brain, magnetoencephalography identifies changes when the subject is exposed to an advertising stimulus. Like FMRI, MEG is also expensive and not portable, so its application is not as convenient as EEG.