Question

A large grocery store would like to study how consumers respond to signage in grocery store aisles. They recruit several volunteers to participate in neuromarketing research. The grocery store found that every time the volunteers saw signage that said "Buy One, Get One Free" there was a physiological response and the customer purchased the item. With this information, the grocery store should:

a. remove all store signage as it is unethical to influence customers in this way.
b. place more "Buy One, Get One Free" signage throughout the store to spur purchases.
c. require all customers to wear sensors in store to measure their physiological responses.
d. do nothing. Neuromarketing is too new of a technology to base any decisions on.

Answer 1

Place more "Buy One, Get One Free" signage throughout the store to spur purchases

Step-by-step explanation:

Neuromarketing is a new field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) to study the brain’s responses to marketing stimuli. Researchers use the fMRI to measure changes in activity in parts of the brain and to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.

Marketing analysts will use neuromarketing to better measure a consumer’s preference, as the verbal response given to the question “Do you like this product?” may not always be the true answer. This knowledge will help marketers create products and services designed more effectively and marketing campaigns focused more on the brain’s response.

Neuromarketing will tell the marketer what the consumer reacts to, whether it was the color of the packaging, the sound the box makes when shaken, or the idea that they will have something their co-consumers do not.