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Neuromarketing

Authors: Gormsen, Maties Loehr; Larsen, Anna Sofie Lamm; Johansen, Jasmin Alexandra; Hilt, Marcus Christian; Jørgensen, Rasmus Buhl; Glenstrup, Frederik;
Abstract

This paper investigates the study of Neuromarketing, it includes how methods within this study are developed and used, and if these can be used in an unethical way. To illustrate how neuromarketing got approved as a study, the history of neuroscience through a psychological perspective and the history of marketing will be presented. Furthermore the philosopher Immanuel Kants’ (1724-1804) thoughts of moral will be hold up against the methods of Neuromarketing. In continuation of this, the paper will include an experiment where subjects are presented for a Coca-Cola Christmas commercial. While they watch the commercial they are wearing a Neurosky Mindwave EEG-scanner. This is done to measure how much, and where they pay attention through the commercial, to determine that the effects of Neuromarketing works. The experiment is build around the hypothetico-deductive method. Lawsons design method from the book How designers think, are used during the design process. In this method; analysis, synthesis and evaluation are steps to reach the final design product, which in this case is a short movie to inform of the marketing strategy, Neuromarketing. Through the empirical data and the theories it is concluded that, it is possible to measure attention on the subjects during a commercial. Also the knowledge used in Neuromarketing possibly would not be ethical correct according to Immanuel Kants thoughts of moral.

Country
Denmark
Related Organizations
Keywords

Marketing, History, Psychology, EEG, Neuromarketing, Neuroscience

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  • citations
    This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    0
    popularity
    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
    Average
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    Average
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    Average
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citations
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
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