Marketers have long been fascinated by the possibility of understanding how consumers think and what factors stimulate favorable reactions to marketing stimuli. Marketers are now beginning to utilize neuromarketing techniques to map patterns of brain activities to ascertain how consumers evaluate products, objects, or marketing messages. Neuromarketing is relatively a new field of marketing that utilizes computer-simulated environments, such as Virtual Reality (VR) or Immersive Virtual Reality (IVR) technologies combined with neuroimaging technologies, such as Functional Magnetic Resonance Imaging (fMRI), Quantitative Electroencephalography (QEEG), Magnetoencephalography (MEG), and other means of studying human neurological responses. Marketers need this information to help gain favorable reactions to their marketing stimuli and to predict which product designs and marketing messages will appeal most and be on consumer’s minds when the prospects are ready to buy.
A Functional Magnetic Resonance Imaging Assessment of Small Animals’ Phobia Using Virtual Reality as a Stimulus
