Neuromarketing Fundamentals and History

This set of flashcards covers the definition, key figures, historical milestones, and technological tools used in the field of neuromarketing as described in the lecture notes.

Neuromarketing

A discipline applying neuroscience techniques to marketing to analyze levels of emotion, attention, and memory evoked by stimuli like advertisements or products to improve consumer reaction data and resource management.

Ale Smidts

A Dutch professor of marketing who introduced the term "neuromarketing" in $2002$.

Gerald Zaltman

A marketing professor associated with early neuromarketing experiments in the late $1990s$ who patented the ZMET technique and began using fMRI in $1999$ to observe consumer brain activity.

Zaltman Metaphor Elicitation Technique (ZMET)

A technique patented in the $1990s$ that explores the human subconscious using selected images to provoke positive emotional responses and stimulate purchases through metaphors.

Functional Magnetic Resonance Imaging (fMRI)

A brain imaging technology used to show correlations between consumer brain activity and marketing stimuli, utilized in research by companies like BrightHouse and researchers like Gerald Zaltman.

BrightHouse

An Atlanta-based marketing firm that published the term "neuromarketing" for the first time in $2002$ and established a business unit using fMRI scanners for market research.

Innerscope Research

A neuromarketing research firm founded in $2006$ by Dr. Carl Marci, later acquired by Nielsen Corporation in May $2015$.

Nielsen Consumer Neuroscience

The new name given to Innerscope Research after it was acquired by Nielsen Corporation in May $2015$.

Pepsi Challenge (2004)

A study involving a blind test of Coca-Cola and Pepsi conducted in $2004$ that brought significant public and professional attention to the field of neuromarketing.

Electroencephalography (EEG)

A non-invasive technology used in neuromarketing to measure brain activity and understand implicit consumer motivations and decision-making processes.

Magnetoencephalography (MEG)

One of several neurological measurement technologies used to research how consumers respond to and feel about products or marketing stimuli.

Psychophysiological Measurements

Peripheral and central measurements, such as cerebral activity, heart rate, and galvanic skin response, used in neuromarketing to obtain conclusions about consumer behavior.

Subliminal Perception

A concept cited by critics, such as those from Le Monde diplomatique, suggesting that neuromarketing aims to impregnate the brain with advertising without the person's conscious awareness.

CREF (Exploratory Consumer Research Fund)

A fund established by Unilever that has published white papers regarding the potential applications of neuromarketing.

Big Data

Large-scale data analysis used alongside neuromarketing to understand modern advertising channels, social networks, and website engagement patterns.