CHAPTER 1 – SUMMARY NOTES
Listen to the lecture and complete the summary notes. Write NO MORE THAN 3
WORDS for each blank.
Introduction
Topic: NEUROMARKETING
Main idea 1: (1)______________________
Main idea 2: (2)______________________and some examples
Main idea 3: Future (3)______________________
Main idea 1:
Advertisers’ finding: + buying decisions not always rational,
+ (4)______________________are stronger than logical reasons
Main motivations for purchases remain (5)______________________
Focus groups and surveyshave beenusefulbut (6)______________________
àPeople need a more (7) ______________________to understand
(8)______________________
Main idea 2:
How it works
Use machines for (9)______________________. It takes pictures of
(10)______________________to figure out how people are thinking and how they
(11)______________________about products, brand and advertising
Procedure:
Connect subject to MRI machine –show a picture or (12)______________________
Look at the picture of the person’s brain and activities going on (13)
______________________
àknow where (14) ______________________ of brain are located
Examples
2004 study of Pepsi and Cola
Blind tasting: volunteers didn’t know (15)______________________à50% choose
Coke, 50% choose Pepsi
Active brain connected to feeling of reward à brain focused on the real taste
Brand name given: 75 % choose Coke, 25 % choose Pepsi
Part of brain active connected to self-image or personality à choose Coke due to
its brand
(16) ______________________ translates into sales
University of Germany
