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New scanner data for brand marketers: How neuroscience can help better understand differences in brand preferences
Author(s) -
Venkatraman Vinod,
Clithero John A.,
Fitzsimons Gavan J.,
Huettel Scott A.
Publication year - 2012
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2011.11.008
Subject(s) - context (archaeology) , product (mathematics) , market segmentation , consumption (sociology) , marketing , process (computing) , neuromarketing , demographics , consumer behaviour , segmentation , cognition , business , computer science , psychology , neuroscience , artificial intelligence , sociology , paleontology , social science , geometry , mathematics , demography , biology , operating system
A core goal for marketers is effective segmentation: partitioning a brand's or product's consumer base into distinct and meaningful groups with differing needs. Traditional segmentation data include factors like geographic location, demographics, and shopping history. Yet, research into the cognitive and affective processes underlying consumption decisions shows that these variables can improve the matching of consumers with products beyond traditional demographic and benefit approaches. We propose, using managing a brand as an example, that neuroscience provides a novel way to establish mappings between cognitive processes and traditional marketing data. An improved understanding of the neural mechanisms of decision making will enhance the ability of marketers to effectively market their products. Just as neuroscience can model potential influences on the decision process — including pricing, choice strategy, context, experience, and memory — it can also provide new insights into individual differences in consumption behavior and brand preferences. We outline such a research agenda for incorporating neuroscience data into future attempts to match consumers to brands.