New scanner data for brand marketers: How neuroscience can help better understand differences in brand preferences

Journal of Consumer Psychology - Tập 22 - Trang 143-153 - 2012
Vinod Venkatraman1, John A. Clithero2, Gavan J. Fitzsimons3, Scott A. Huettel4
1Department of Marketing, Fox School of Business, Temple University, Philadelphia, PA 19122, USA
2Division of the Humanities and Social Sciences, California Institute of Technology, Pasadena, CA, USA
3Department of Marketing, Fuqua School of Business, Duke University, Durham, NC, USA
4Department of Psychology and Neuroscience, Duke University, Durham, NC, USA

Tóm tắt

Abstract

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.


Tài liệu tham khảo

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Journal of Consumer Psychology

Tập 22

143-153

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