CARNETS DESCARTES

The Button Buy

The Button Buy

 

Marketing is defined by all the actions which has to object to know, to plan and if it’s possible to stimulate the needs of the consumers toward a product or a service, and how marketers will adapt the product/service according to the consumer’s specifications.

Marketing exists for century and it’s still evolving with Society. According to Frank Schofer, Marketing teacher at the University Paris Descartes, France, “the marketing is a field in constant transformation because of the consumers; Humans has changed a lot”. We can understand that marketing is based on the human behavior.

Today more than ever, while the world is facing crisis over crisis, all the companies have to find how they will reach their target to sell.

Facing a new consumer, more intelligent, unpredictable, who doesn’t want to wait and wants new experiences, marketers realized that they have to catch their attention in a different way and faster; at this point, using the brain for a business goal seems interesting. Schofer claims:” 95% of our buying process is unconsciously taken; when about 8 products on 10 which fail during the launch phase, the neuromarketing appears as an interesting way to study consumers for the professionals.” In fact, Schofer is not wrong: according to the economists Kahneman and Tversky (who received in 2002 the Nobel Prize of Economy), emotions have a real influence in the purchase process. The different emotional mechanisms highlight the irrational and unaware side of the purchase process.

The Neuromarketing (neuro: brain – marketing: sell you something you may don’t need) can be defined as the science of human decision, using neurometrics, biometrics and psychometrics instruments to understand our human behavior. The aim for the professional who study the brain for the business goal is to know if and where we can find the “button buy”. In traditional marketing studies and tests, professional ask people what they want; we realize that there is one major problem: people don’t know what they want. That’s why the traditional marketing doesn’t work. Instead of asking people and trust them, the neuromarketing will study the different chemical reactions in the brain and body of a consumer while marketer ask traditional questions.

The neuromarketing uses various techniques derived from sciences and medicine to understand how the brain works facing stimulus. Among those different techniques, the new marketing uses the facial coding, eyes tracking, voice analysis, the skin conductance, the electro encephalogram, and the MRI. All of these techniques allow marketer and professionals to know which part of the brain is stimulated because of a stimuli. Therefore, when a customer is facing an advertising, the commercial will work instantly on its brain: this is the button buy.

The unconscious aspect of the neuromarketing raises ethical questions. Some countries like France are against this technique, judged inappropriate and dangerous for consumer and Society. As neuromarketing wants to know the anchors of decisions and the buying process, the consumer won’t be aware of the trap, people will facing self-imposed ignorance. Neuromarketing reveals the unconscious for a commercial and monetary purpose. Because the reptilian brain, which takes part of the unconscious part of our behavior, is studied and manipulated to make consumer buy products services, neuromarketing is forbidden is several countries to protect the free-will.

The worlds of Sciences, Medicine and Business are mixed and sometimes it can gives good results. As a marketer, Franck Shofer says:” I think every new technique is interesting and has to be tested to see its efficiency. I am standing on the side of professionals who think that one idea can be neither good nor bad at first, but this is how you use it that matters. The application of the technique can be positive or negative.” Following this declaration, we can imagine how politicians can use the knowledge and techniques of neuromarketing on people.

However, Shofer is not only a marketer, he is a human and a consumer. “I try to not asking myself too many questions, that’s means I fall into the trap too, like a lot of person” declares the marketer.

Neuromarketing is not at its peak and already it raises debates and questions for decade. Technology is improving over the years and people stop thinking at the same time. Will we be able to differentiate manipulation and real desires tomorrow?      Today, there are a lot of companies specialized in neuromarketing which trying to sell its service and make the business’s world realized that this is the future of their sales performances.

 

 

 By Marion Caspar

MundiVox

MundiVox

Les blogs des étudiants internationaux. Etrangers, à Paris, ou Parisiens, à l'étranger.

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