Neuromarketing in the World Expo

NEUROMARKETING IN THE WORLD EXPO

TABLE OF CONTENTS
1.1 BACKGROUND.................................................................................................................1
1.2 Rationale for the Study........................................................................................................2
1.3 Aim and Objectives.............................................................................................................3
2.1 Neuromarketing techniques and customer’s behavior.........................................................5
2.2 Cultural diversity in Neuromarketing..................................................................................7
2.3 Ethical Neuromarketing.......................................................................................................9
2.4 Literature Synthesis and a Conceptual Model...................................................................10
3.1 Research Approach............................................................................................................12
3.2 Research Method...............................................................................................................12
3.3 Sampling Method...............................................................................................................13
3.4 Data Collection Method, Technique, and Analysis...........................................................13
3.5 DATA ANALYSIS...........................................................................................................14
3.5 Trustworthiness..................................................................................................................14
3.6 Limitations.........................................................................................................................15
REFERENCES........................................................................................................................16
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CHAPTER: 1. INTRODUCTION
1.1 BACKGROUND
The neuromarketing is a new emerging field that combines two different sectors: the
neuroscience and the marketing. Marketing simply means taking multitude of efforts to boost
company’s sales and profitability. It underpins necessary actions that are undertaken to grab
consumer’s attention through different means such as advertisement, promotional offers, sales
promotion, social-media marketing and other techniques. It is the process by which a company
decides to penetrate the market with its products/services in order to reach brand equity with
their current or possible consumers (Georges, Bayle-Tourtoulou, & Badoc, 2013). Neuroscience,
on the other hand, is more related on the subconscious which indicates a part of the brain that
influence the way of thinking and acting in unconscious ways (Georges, Bayle-Tourtoulou, &
Badoc, 2013).
Neuromarketing, now-a-days, is a new marketing concept developed, in which, marketers
use medical technologies to examine the individual’s brain responses to different marketing
stimuli. FMRI (Functional Magnetic Resonance Imaging) is the most often use technology that
marketers uses to study consumer brain that how it respond to different marketing activities¿).
Experts use this technique to measure change in brain’s activities that influence consumer’s
preferences and buying decisions(Georges, Bayle-Tourtoulou, & Badoc, 2013). World Expo
(exposition) organizes large exhibitions to showcase nation’s achievements.
The current study targeted at examining Neuromarketing in the World EXPO, that is an
event that takes place every five years all over the world (So Young & Xiao, 2015). The research
will examine the application of neuroscience methods to investigate consumer’s mind in relation
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to markets and market exchange so as to gain competitive advantage in the
market(Ruanguttamanun, 2014).
Figure 1 The Neuromarketing space
“Neuromarketing in Action: How to Talk and Sell to the Brain”(Georges, Bayle-Tourtoulou, & Badoc, 2013, p. 11)
It is important to state that neuromarketing provide subjective outcomes and helps to
examine individuals feelings, experiences and emotions (Ruanguttamanun, 2014). The concept
of neuromarketing includes five senses that are sight, hearing, smell, taste and touchthat
marketing experts uses to study individual brain. It facilitates marketers to separate conscious
and subconscious (as illustrated above) and to understand how the effective results can lead the
business to the best decision in the market (Georges, Bayle-Tourtoulou, & Badoc, 2013).
1.2 RATIONALE FOR THE STUDY
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Considering the great impact of neuromarketing on traditional market, the topic has been
examined by companies such as Coca cola, Microsoft, Google, etc. (Ruanguttamanun, 2014). In
this paper, the neuromarketing will be analyzed from a different perspective and also the study
will explore the impact of neuromarketing for an event industry that not has been studied earlier.
In fact, different researches show that neuromarketing is ethical and can be related not just to the
visual element but also through the 5 senses (Georges, Bayle-Tourtoulou, & Badoc, 2013). As
neuromarketing have been used for campaigns, products and services, the question is if it is
possible to apply the concept for organizing MEGA events such as EXPO and to determinate its
ethical influences on different cultures. Therefore, the neuromarketing has to be more deeply
examined for two specific reasons: firstly, there are no studies showing that neuromarketing can
be applied to MEGA events like the World EXPO. Secondly, considering the present-day and the
great different multicultural background surrounding our society, there are chances to obtain
different kind of results and to apply it, in an ethical way, to the World EXPO marketing and
communication plan.
1.3 AIM AND OBJECTIVES
The aim of this study is to investigate that whetherneuromarketing can be appliedto
MEGA events like the World EXPO in an ethical manner and in order to attract more people
with different cultural background or not.
Objectives:
 To critically analyze consumer’s behavior for previously held World EXPO events
advertising through neuromarketing techniques.
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 To examine the results of neuromarketing techniques in ads and evaluate its relationship
with different cultural background
 To investigate if neuromarketing can be used in an ethical way in the World EXPO event.
 To employ neuromarkting in the World EXPO to study consumers brain responsesso as
to ensure worldwide brand recognition
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