Neuromarketing. Implications for Dove digital campaign

      Аннотация: Over the last few years, neuromarketing gained a lot of attention among marketers. Being a relatively new discipline that combines selected aspects of marketing, biology and human sciences; neuromarketing promises better understanding of customer behaviour for both e-commerce and in-store retail. In this book, author investigates some key aspects of neuromarketing as a science – its complex identity, defragmented methodology, ethic guidelines and impact on customer behaviour by evaluating digital campaign of Dove in the United Kingdom. The research presented in the book was driven by positivism philosophy and based on experiment composed of two phases – gaze tracking (translated into heatmaps) and in-store shopping experience. The research revealed a strong existence of consumer unconscious reactions, power of visual stimuli and high activity of old, reptilian brain during first exposure to new stimuli. Yet, can neuromarketing be an answer for marketers seeking to optimize or create digital campaign in a way that significantly increase sales or brand recognition?

Ключевые слова: advertising, business, Gaze Tracking, marketing, Retail, heat maps, neuromarketing