CONCLUSION
Marketing has changed in recent years It can be said that it has become more focused on individuals and their needs. The change has been encouraged by the emergence of a new branch of marketing called the neuromarketing .The latter has appeared as a product of introducing neuroscientific methods into the marketing system. This application has enabled"insights into human brain" and finding previously unknown facts and data. Owing to this kind of"revolution" the marketing experts have started a"deeper" exploration of connections and relationships between particular marketing elements and customers behaviour. All these insights have been implemented in practice to create a product/brand which will"provoke consumers emotions and which will not make him/her indifferent.
In short, it could be asserted that neuromarketing relies on the fact that many decisions, about 70% of them, are made at a sub-conscious level and that many people can not explain the reasons for making their decisions in a logical way. Neuromarketing provides a possibility of detecting the data about purchase decision-making and buyers' preferences that have not been known until now. In order to turn the data into information, neuromarketing will have to"learn" how to connect the gathered data with customers' preferences, selection and behaviour, in order to achieve the set goals, which certainly represents one of the future research areas of neuromarketing Therefore it is expected that the future research in this area will focus precisely on understanding the cause-effect relations between the activities of a particular brain area and the customers actions. lt should be pointed out that the connections between these instruments and customers' behaviour have not been fully explained and ascertained, nor it can be done at this stage of technology development and understanding of human brain. However, it is assumed that this will be feasible in the future.
From the practical point of view, ie regarding the aspect of possible application of neuromarketing tools and techniques, it should be said that neuromarketing has a great potential, both commercial and social, although today's fMRI scanners used for performing neuromarketing researches are huge. expensive, slow and noisy. This paper's authors also discuss the concepts of neurodesign and neurobranding. summarising them as the concepts of "applied neuromarketing" which uses a number of more or less common "marketing weapons" such as colour, packing, scent, design, music.... The purpose and the goal of all these"weapons" is but one: "provoke" emotions in(potential) customers. It is emotions that modern marketing wants to producc.
On the basis of previous analyses of the available literature on the concept and application of the neuromarketing, the authors believe that there is not enough scientific evidence that can confirm the uniformity of its application; for example, it can not be assumed that, say, the red packing help sell a product, whereas the blue one does not In this paper the authors have approached the neuromarketing from an objective, scientific standpoint, without any intention to glorify particular neuromarketing results or neuromarketing in general, or to approach neuromarketing with negative connotations in mind. This is an area where ethical issues, with regard to the boundaries and the scope of neuromarketing application, are very accentuated and inevitable. Therefore, further research using a multi-disciplinary and interdisciplinary approach including economy, psychology, ethics, medicine and other fields of science, should provide answers to these questions.
Namely, it seems that the answer-To what extent does the use of neuromarketing tools and techniques impinge on the free will of the consumers? - is not remotely answered. The authors believe that further research should be done aimed at providing an answer to this question, which is not just a marketing issue, in particular given the fact that there has not been enough detailed research into the matter. Most of the existing studies only indirectly touch this area, perhaps simply because of the fact that neuromarketing is a relatively new discipline.
Unfortunately, in their"race for profit" the marketing experts occasionally use unethical instruments and methods In its further stages of development, marketing should by all means resist the temptation to use such instruments for achieving profits
CONCLUSION Marketing has changed in recent years It can be said that it has become more focused on individuals and their needs. The change has been encouraged by the emergence of a new branch of marketing called the neuromarketing .The latter has appeared as a product of introducing neuroscientific methods into the marketing system. This application has enabled"insights into human brain" and finding previously unknown facts and data. Owing to this kind of"revolution" the marketing experts have started a"deeper" exploration of connections and relationships between particular marketing elements and customers behaviour. All these insights have been implemented in practice to create a product/brand which will"provoke consumers emotions and which will not make him/her indifferent. In short, it could be asserted that neuromarketing relies on the fact that many decisions, about 70% of them, are made at a sub-conscious level and that many people can not explain the reasons for making their decisions in a logical way. Neuromarketing provides a possibility of detecting the data about purchase decision-making and buyers' preferences that have not been known until now. In order to turn the data into information, neuromarketing will have to"learn" how to connect the gathered data with customers' preferences, selection and behaviour, in order to achieve the set goals, which certainly represents one of the future research areas of neuromarketing Therefore it is expected that the future research in this area will focus precisely on understanding the cause-effect relations between the activities of a particular brain area and the customers actions. lt should be pointed out that the connections between these instruments and customers' behaviour have not been fully explained and ascertained, nor it can be done at this stage of technology development and understanding of human brain. However, it is assumed that this will be feasible in the future.จากปฏิบัติมอง เช่นเกี่ยวกับลักษณะของเครื่องมือ neuromarketing และเทคนิค การประยุกต์ใช้ได้ก็ควรกล่าวว่า การ neuromarketing ที่มีศักยภาพดี ทั้งในเชิงพาณิชย์ และ สังคม แม้ว่าวันนี้ fMRI เครื่องสแกนที่ใช้สำหรับการดำเนินการวิจัย neuromarketing ใหญ่ แพง ช้า และเสียงดัง ผู้เขียนเอกสารนี้ยังกล่าวถึงแนวคิดของ neurodesign และ neurobranding พวกเขาสรุปเป็นแนวคิดของ "ใช้ neuromarketing" ซึ่งใช้มากหรือน้อยทั่วไป "ตลาดอาวุธ" เช่นสี กลิ่น ออกแบบ บรรจุภัณฑ์ เพลง... วัตถุประสงค์และเป้าหมายของทั้งหมดเหล่านี้ "อาวุธ" เป็นแต่อย่างใดอย่างหนึ่ง: "กระตุ้น" อารมณ์ in(potential) ลูกค้า มันเป็นอารมณ์ที่การตลาดยุคใหม่ที่ต้องการ produccOn the basis of previous analyses of the available literature on the concept and application of the neuromarketing, the authors believe that there is not enough scientific evidence that can confirm the uniformity of its application; for example, it can not be assumed that, say, the red packing help sell a product, whereas the blue one does not In this paper the authors have approached the neuromarketing from an objective, scientific standpoint, without any intention to glorify particular neuromarketing results or neuromarketing in general, or to approach neuromarketing with negative connotations in mind. This is an area where ethical issues, with regard to the boundaries and the scope of neuromarketing application, are very accentuated and inevitable. Therefore, further research using a multi-disciplinary and interdisciplinary approach including economy, psychology, ethics, medicine and other fields of science, should provide answers to these questions.Namely, it seems that the answer-To what extent does the use of neuromarketing tools and techniques impinge on the free will of the consumers? - is not remotely answered. The authors believe that further research should be done aimed at providing an answer to this question, which is not just a marketing issue, in particular given the fact that there has not been enough detailed research into the matter. Most of the existing studies only indirectly touch this area, perhaps simply because of the fact that neuromarketing is a relatively new discipline.Unfortunately, in their"race for profit" the marketing experts occasionally use unethical instruments and methods In its further stages of development, marketing should by all means resist the temptation to use such instruments for achieving profits
การแปล กรุณารอสักครู่..