Neuromarketing: the New Frontier of Marketing

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Submitted By overflow29
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Neuromarketing: The New Frontier of Marketing
Throughout our class discussions and papers written, we have debated opposing arguments about the ethical repercussions of marketing to children. In this paper I have decided to take it to an alternative level and evaluate the forefront of marketing, where it is heading, how it works, and attempt to bridge the gap on how this form of research affect children of various ages. Along with all of this, another debatable topic is the moral and ethical issues faced with this expanding sect of marketing.
Neuromarketing: What is it?
Neuromarketing is a new field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. According to some, neuromarketing will change market research and marketing fundamentally. This new form of research is derived from the argument that people don't and can't really know what motivates them, because much of our mental processes are unconscious. However, the truth is that most decisions do involve both automatic, instinctive reactions, and elements of control and consideration.
Tools of Neuromarketing:
There are many tools used in the study of neuroscience to determine specific chemical changes as well as neurological changes in the human brain. It is the understanding that the researcher’s use of these tools can measure various levels of change in the human body when visually confronted with images and/or video clips. The results of these changes are then compared to the scientific theories of where these changes took place in the brain and what that part of the brain it correlates to. Many studies have shown that specific areas in the brain evoke emotions, such as anger, excitement, intenseness, sadness, feelings of self, reward, and happiness.
Two main areas of focus are the Ventral Putamen, which is thought to process…...

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