Mt 359 Unit 5

Neuromarketing

R.W.

Kaplan University

MT 359-01 Integrated Marketing Communication Strategy

July 3, 2013

Many individuals today would literally cock their heads to the side and say “Huh” when the topic of Neuromarketing is brought into the ring of conversation. Before this unit, I had never heard of the term, but after studying it, I find it to be quite intriguing. Neuromarketing is being described as neuroscience and marketing blended together. It is used to accurately predict how our brains will react to stimuli during the times we are out shopping in a marketplace setting. Within this paper we are going to look into the main core of Neuromarketing as well as its effectiveness.

The inspiring results since neuromarketing research will allow the occurrence more ability to use advertising which increases the foundation of the company. Their products can be perfected in order to stand up to the needs and wants of the consumers. Corcaran discussed how there are actually three important parts to the human brain, and how each of these three parts operate all on their own. (2013) These three parts are:

1. The "Human" ("New," or outer-most) Brain: Most evolved part of the brain known as the cortex. Responsible for logic, learning, language, conscious thoughts and our personalities.

2. The "Mammalian" (Middle) Brain: Also known as the limbic system. Deals with our emotions, moods, memory and hormones.

3. The "Reptilian" (Old) Brain: Also known as the R Complex controls our basic survival functions, such as hunger, breathing, flight-or-fight reactions and staying out of harm's way. (Corcaran, 2013, para. 7)

Since our old brain is what controls our main acts of survival, it will always be the one winning in the decision making process.

With the calculations to what customers favor most, research of neuromarketing is helping marketers understand the importance of pricing in the development of the decisions being made by consumers. Marketers who...