The Influence of Neuromarketing on Consumer Behaviour
Date: 30 November 2017
Time: from 11:50 to 13:30
Place: NHTV, Mgr. Hopmansstraat 1, Breda. Room N1.222
By: Mr. Roderick Reichenbach, Co-Founder & Managing Director of Braingineers B.V.
Do you want to join this lecture? Please register through the registration form.
Mr. Roderick Reichenbach, Braingineers
Mr. Roderick Reichenbach is a neuro-psychologist, and co-founder and managing partner of Braingineers B.V. – a research institute for neuromarketing in Amsterdam. Braingineers studies how businesses could increase the turnover of their clients (and therefore their profits) through increasing the effectiveness of their websites, advertising and the like.
Mr. Reichenbach graduated at Utrecht University with a MSc-Thesis on eye-movement - a technique that is, amongst other, used to assess the impacts of business PR. He was recently seen on Dutch TV in a programme about start-ups and innovation. Braingineers has amongst its clientele companies like KLM, Transavia, Albert Hein, T-Mobile, Bol.com, Auping, Dutch Railways, Vodafone and SNS-bank.
Theme: The Influence of Neuromarketing on Consumer Behaviour
Neuromarketing is a relatively young field of study and was introduced into the Dutch marketing landscape about 15 years ago. It comprises different (originally medical) techniques, such as EEG and fMRI, which measure how the human brain reacts to specific stimuli and assess the emotions which are attached to that. More specifically, researchers use eye tracking, facial coding, skin conduction, and other techniques to expose (unconscious) customer experience with the purpose of helping businesses to increase their profits through optimally utilizing their means of communications such as websites, e-mail, television, radio and advertisements.
Neuromarketing therefore aims to optimally align products and services with the wishes and needs of customers and to enlarge the effects of marketing activities. Neuromarketing is a fascinating field of study which harbours a great promise for business, but which is also controversial (at least in the U.S.) because it is deemed unethical to use medical knowledge and techniques for increasing business profits. This promises to be a very relevant and interesting event which will address questions like ‘How is neuromarketing carried out in practice? Do the techniques used know any limitations? Could it be implemented in all sectors of the economy? Will neuromarketing grow into being the ‘new normal’ for marketing strategies? And last, but not least, what are the ethical implications for implementing neuromarketing in business practice?’
So, don’t miss out!