10 Questions
What are the 4 conditions that can create a reflex orientation in advertising?
Increase or decrease in visual or auditory intensity, change in duration, change in media environment, negative or emotionally impactful changes
What process involves sensory information being compared to information encoded in MLT?
Sensory comparison
When sensory information is considered for processing by MLT, what is triggered?
Orientation reflex
What type of environmental change can lead to the direction of attention towards a source of noise?
Negative changes
What kind of stimuli could potentially cause disinterest among receivers?
Negative or emotionally impactful stimuli
In neuromarketing, what can happen if a scenario is perceived as boring or monotonous?
Decrease in attention
What aspect of sensory information processing leads to a reflex orientation?
Encoded comparison
How can an increase in intensity affect the audience's reaction according to the text?
Attracts more attention
What determines whether sensory information should be processed according to the text?
Sensory comparison to MLT data
What kind of changes are more likely to trigger a reaction from the audience according to the text?
Negative or emotionally charged changes
Study Notes
Neuromarketing and Consumer Behavior
- Three hormonal levels that drive human behavior: survival, social belonging, and individuality
- These hormonal levels influence consumer decisions and marketing strategies
6 Stimuli of Marketing Decisions
- Égocentrisme: self-interest and sympathy for one's own well-being and survival
- Contrast: opposing elements allow for quick and risk-free decision-making
- Tangibilité: familiarity and recognition of concrete and unchanging elements
- Début et fin: remembering the beginning and end of an event, but forgetting the middle
- Visualisation: the visual canal provides a fast and effective connection to the emotional decision-maker
- Émotionnel: reacting strongly to emotions and being influenced by emotional stimuli
Neuromarketing and Étho-Marketing
- Neuromarketing: the study of the brain's functioning and its potential for transformation
- Étho-marketing: the science of human behavior, applied to marketing
- Both fields aim to understand consumer behavior and develop effective marketing strategies
Techniques and Applications
- IRM (Imagerie par Résonance Magnétique) and laser pointing: techniques used in neuromarketing
- Étho-marketing: used in advertising to attract attention and create a reflex of orientation
- Four conditions that can create a reflex of orientation:
- Increase or decrease in visual or auditory intensity
- Modification in the media environment
- Change in the duration of a stimulus
- Unexpected or unusual events
Explore the direct access to the subconscious animalistic decision-making in consumer behavior, which is part of neuromarketing. Learn about the 3 levels of hormonal influences (classes of drugs) that drive basic human needs and desires. Understand how marketing strategies can address these fundamental but sometimes conflicting needs for survival, social connection, and individuality.
Make Your Own Quizzes and Flashcards
Convert your notes into interactive study material.
Get started for free
