Made available in DSpace on 2014-12-17T13:53:12Z (GMT). No. of bitstreams: 1 JoaoBatistaSN.pdf: 726908 bytes, checksum: fdca88451aa5642543b0de65875fb92c (MD5) Previous issue date: 2007-09-06 / This study aims to acknowledge the domain level and influence of the neuromarketing construct. This is done considering professionals at advertising agencies in Brazil. The presence of concepts related to this new approach is very little divulged, and there are little analysis performed on this area. Thus, the research is of qualitative and exploratory nature and used as primary fonts books, articles related to marketing, neuroscience, and psychology as well as secondary fonts. A profound interview was realized aiming the main advertising agencies in Brazil. The public was composed by managers responsible for planning. A content analysis was performed afterwards. The advances related to the brain science have permitted the development of technological innovation. These go primarily towards knowledge and unconscious experiences of consumers, which are responsible for the impulse of decision making and consumer behavior. These issues are related to Neuromarketing, that in turn, uses techniques such as FMRI, PET and FDOT. These scan the consumer s brain and produces imagines on the neuron s structures and functioning. This is seen while activities such as mental tasks for the visualization of brands, images or products, watching videos and commercials are performed. It is observed that the agencies are constantly in search of new technologies and are aware of the limitations of the current research instruments. On the other hand, they are not totally familiar with concepts related to neuromarketing. In relation to the neuroimage techniques it is pointed out by the research that there is full unawareness, but some agencies seem to visualize positive impacts with the use of these techniques for the evaluation of films and in ways that permit to know the consumer better. It is also seen that neuroimage is perceived as a technique amongst others, but its application is not real, there are some barriers in the market and in the agencies itself. These barriers as well as some questioning allied to the scarce knowledge of neuromarketing, make it not possible to be put into practice in the advertising market. It is also observed that even though there is greater use of neuromarketing; there would not be any meaningful changes in functioning and structuring of these agencies. The use of the neuro-image machines should be done in research institutes and centers of big companies. Results show that the level of domain of the neuromarketing construct in the Brazilian advertising agencies is only a theoretical one. Little is known of this subject and the neurological studies and absolutely nothing of neuroimage techniques / O presente o estudo tem por objetivo conhecer o n?vel de dom?nio e influ?ncia do constructo neuromarketing junto a profissionais de ag?ncias publicidade no Brasil. Visto a presen?a pouco difundida dos conceitos dessa nova abordagem, bem como a escassez de an?lises nessa ?rea, ? um estudo qualitativo e explorat?rio baseado em fontes prim?rias, atrav?s do levantamento de livros e artigos na ?rea de marketing, neuroci?ncia e psicologia, e fontes secund?rias. Foi realizada uma entrevista em profundidade nas principais ag?ncias de publicidade do Brasil, com os gerentes da ?rea de planejamento, e posterior an?lise de conte?do. Os avan?os na ci?ncia do c?rebro v?em permitindo desenvolvimentos tecnol?gicos inovadores voltados para o conhecimento de experi?ncias inconscientes dos consumidores, as quais s?o respons?veis por impulsionar as suas tomadas de decis?es e comportamentos de compra. Tais novidades relacionam-se ao Neuromarketing que, atrav?s das t?cnicas de neuroimagem, como a FMRI, a PET e o FDOT, escaneia o c?rebro dos consumidores produzindo figuras da estrutura ou do funcionamento dos neur?nios, enquanto eles se envolvem em v?rias tarefas mentais como visualizar uma marca, imagem ou produto, ou assistir a v?deos e propagandas comerciais. Observou-se que mesmo cientes das limita??es dos atuais instrumentos de pesquisa e da constante busca por novas tecnologias, as ag?ncias de publicidade n?o conhecem totalmente os conceitos relacionados ao neuromarketing. Com rela??o ?s t?cnicas de neuroimagem h? um un?nime desconhecimento, por?m, algumas ag?ncias visualizaram impactos positivos na utiliza??o dessas t?cnicas para avaliar filmes criados e no modo de entender o consumidor. Constatou-se que a neuroimagem seria mais uma t?cnica dentre outras utilizadas, mas, sua aplica??o ainda n?o ? real, pois, existem algumas barreias no mercado e dentro das pr?prias ag?ncias. Essas barreiras, juntamente com os questionamentos e o pouco conhecimento do assunto fazem com que a influ?ncia do neuromarketing n?o seja sentida de forma pr?tica no meio publicit?rio. Al?m disso, observouse, com o advento do neuromarketing, que n?o haveriam mudan?as estruturais e funcionais dentro das ag?ncias, pois, a operacionaliza??o dos aparelhos de neuroimagem dever?o acontecer nos institutos de pesquisa ou nos centros de pesquisas das grandes empresas. Os resultados autorizam afirmar que o n?vel de dom?nio do constructo neuromarketing nas ag?ncias de publicidade brasileira ? apenas te?rico, pois, pouco se conhece a respeito dos estudos neurol?gicos e, absolutamente nada, das t?cnicas de neuroimagem

As descobertas relacionadas à neurociência e aos métodos de coleta e análise de dados neurofisiológicos têm fomentado discussões sobre a aplicação desses aspectos em outras campos do conhecimento, dentre eles, o da comunicação. Este estudo tem como objetivo identificar e aferir processos neurais associados à avaliação emocional positiva e negativa de campanhas de segurança no trânsito, de modo a relacioná-los aos apontamentos trazidos pela Prospect Theory (ou Teoria Prospectiva), de que as pessoas tendem a responder de modo diferente ao se alterar apenas a forma de apresentação de um mesmo problema. Tal fato é especialmente importante na comunicação de riscos, em que são frequentemente utilizadas abordagens emocionais negativas como forma de discurso persuasivo. Deste modo, fez-se uma aplicação desses pressupostos ao campo da comunicação, sendo elaboradas duas campanhas experimentais de segurança no trânsito: uma contendo uma perspectiva emocional negativa e outra contendo uma perspectiva emocional positiva. Essas campanhas foram apresentadas em laboratório a 24 voluntários, os quais tiveram sua atividade cortical aferida pelo eletroencefalograma (EEG) e analisada do ponto de vista quantitativo e qualitativo, a fim de verificar uma assimetria frontal hemisférica de ondas alfa e teta nas duas condições, sugerida pela literatura como sendo atrelada a processos emocionais positivos e negativos. Como principais resultados, destacam-se a ocorrência de processos assimétricos significativos tanto na comparação entre as condições (i) neutra e negativa como nas condições (ii) neutra e positiva e (iii) positiva versus negativa, resultados que variaram conforme método de análise empregado. Em termos conclusivos, nota-se a verificação dos processos assimétricos previstos na literatura, porém, com grande variabilidade de amplitude e ocorrência no tempo entre os indivíduos, indicando que a metodologia de coleta com o EEG pode constituir uma forma complementar, e não isolada, de investigação dos processos comunicacionais em relação aos métodos tradicionais de pesquisa qualitativa e quantitativa empregados no campo da comunicação. / The findings related to neuroscience and methods of collection and analysis of neurophysiological data have encouraged discussions on the implementation of those aspects in other fields of knowledge, including communication. This study aims to identify and assess neural processes associated with positive and negative emotional evaluation of traffic safety campaigns, in order to relate them to the Prospect Theory considerations, that people tend to respond differently by changing only the presentation of the same problem. This fact is especially important in the risk communication scenario, which often uses the negative approach as a form of persuasive discourse. Thus, there was an application of these assumptions to the field of communication: two traffic safety campaigns were made: one containing a negative emotional perspective and another containing a positive emotional outlook. These campaigns were presented to 24 subjects in the laboratory, which had their cortical activity measured by electroencephalography (EEG) and analyzed quantitatively and qualitatively, in order to verify a frontal asymmetry of alpha and theta bands in both conditions, suggested by the literature as being linked to positive and negative emotional processes. The main results highlight the occurrence of significant asymmetric activation both in the comparison between (i) neutral and negative conditions as (ii) neutral and positive conditions and (iii) positive versus negative, results that varied according to method of analysis employed. In conclusive terms, there was a verification of asymmetric process verified in the literature, however, with notable variability in amplitude and occurrence in time between individuals, indicating that the methodology of EEG can complement, not in an isolated form, investigations of communication processes in relation to traditional methods of qualitative and quantitative research in the communication field.

O aumento crescente do consumo de cerveja e suas consequências sociais tem sido alvo de estudos nos últimos anos. É interessante entender a efetividade das medidas de prevenção ao consumo excessivo de bebida alcoólica. Para isso, o objetivo dessa pesquisa é analisar a efetividade da comunicação sobre conscientização ao consumo de bebida alcoólica nas propagadas de cerveja com o apoio do eye-tracking, uma técnica de neuromarketing. Acredita-se que este trabalho possa contribuir com medidas de prevenção ao consumo excessivo do álcool e suas consequências. A pesquisa é de natureza qualitativa exploratória realizada em laboratório com uma amostra não probabilística de jovens universitários. No laboratório, os participantes foram submetidos a estímulos, eles assistirama algumas propagandas de cerveja no equipamento de eye-tracking, que captou o movimento ocular do usuário. Após isto, foi aplicado um questionário aos participantes com base nos objetivos específicos. As análises da pesquisa foram realizadas pelo cruzamento das respostas dos questionários e dos dados fornecidos pelo equipamento de eye-tracking. As três hipóteses de pesquisas foram testadas pelo software estatístico Stata mostrando que os alertas de prevenção ao consumo de bebida alcoólica não são efetivos concluindo-se ser necessário estipular parâmetros para a exposição dos alertas para que eles possam ser efetivos. / The objective of this research is to analyze the effectiveness of the communication awareness about the consumption of alcohol in beer propagated with the support of the eye-tracking , a technique of neuromarketing . Due to the increasing consumption of beer and its social consequences is interesting to understand the effectiveness of prevention measures to excessive alcohol consumption in the case of this research the effectiveness of mandatory warnings on beer commercials. This work contributes to the prevention measures of the consequences of excessive alcohol consumption. The research is exploratory qualitative performed in the laboratory with a nonprobabilistic sample of university students. In the laboratory the participants were subjected to stimuli ,ie , attended some beer commercials in the eye-tracking equipment, which captures the user\'s eye movement , and then a questionnaire was applied based on specific objectives . Analyses of the research were performed by crossing the survey responses and data provided by eye-tracking equipment. The three research hypotheses were tested using Stata statistical software showing that warnings prevent the consumption of alcohol are not effective concluding the need to stipulate parameters for display of alerts so that they can be effective.

O presente estudo buscou entender a influência da utilização da celebridade Gisele Bundchen em anúncios de propaganda no comportamento do consumidor por meio de uma das técnicas de Neuromarketing: o eye tracking. Sendo assim, esta pesquisa objetivou analisar se é realmente importante a presença da celebridade em propagandas de anúncio impresso analisada sob o ponto de vista do Neuromarketing por meio da análise da atenção visual ao estímulo \'celebridade\'. Para a verificação dos objetivos, das hipóteses e da proposição advindas destes objetivos, foi empregada uma metodologia em que se buscou avaliar a atenção visual dos consumidores acerca do estímulo \'celebridade\' em relação aos demais estímulos presentes nos anúncios impressos como a logomarca, nome ou símbolo que representa a marca; o produto; e outras pessoas não famosas. Essa avaliação foi realizada por meio da técnica de Neuromarketing que utiliza o equipamento de eye tracking. Assim, os participantes foram divididos em três grupos (um que avaliou os anúncios das seis marcas com a celebridade; o outro que avaliou os anúncios destas mesmas marcas com a presença de pessoas não famosas e um último grupo que avaliou os anúncios das marcas sem a presença de pessoas). No final do foi aplicado um questionário para confirmação de alguns dados e para análise em relação à lembrança da marca. Os resultados, no geral, demonstraram que, de alguma forma, os participantes prestaram atenção na celebridade considerada na pesquisa (o que foi evidenciado, principalmente, pelos mapas de calor apresentados). Quando as celebridades foram comparadas às pessoas não famosas, em alguns casos (com a confirmação de algumas hipóteses), foi evidenciada a importância da presença da celebridade; porém, em outros casos, houve mais destaque para a presença da pessoa não famosa. Na pesquisa ficou evidente, também, que a presença de pessoas (sendo elas celebridade ou não) pode atrapalhar no processo de atenção para a marca e o produto e que, quando não se utilizou pessoas, houve mais atenção dos participantes para estes outros estímulos. / This study intend to understand the influence of the use of celebrity Gisele Bundchen in advertising announcements on consumer behavior through one of Neuromarketing techniques: the eye tracking. Thus, this study aimed to analyze whether it is really important the presence of the celebrity in print ad advertisements analyzed from the point of view of Neuromarketing through analysis of visual attention to the stimulus \'celebrity\'. For the verification of goals, hypotheses and proposal arising from these, we used a methodology in which it sought to evaluate the visual attention of consumers about the stimulus \'celebrity\' in relation to other stimulis presents in print ads as the logo, name or symbol is the mark; the product; and non-famous people. This was accomplished by Neuromarketing technique which uses eye tracking device. The participants were divided into three groups (who evaluated the ads of six brands with celebrity, the other evaluating the ads these same brands with the presence of non-famous people and a last group that evaluated the announcements of the marks without the presence of people). At the end was applied a questionnaire to confirm some data and analysis regarding the brand recall. The results in general show, somehow, that the participants paid attencion to celebrity considered in the survey (which was evidenced mainly by heatmaps shown). When celebrities were compared to non-famous people, in some cases (with the confirmation of some hypotheses), the importance of the presence of celebrity was evident, however, in other cases, there was more emphasis on the presence of non-famous person. It was evident, too, that in the search, somehow, the presence of people (celebrity or not) can disrupt the process of attention to the brand and the product and that when not used people, there was more attention from participants to these stimuli.

Estudos comprovam que a lembrança de determinada marca é um componente essencial para a geração de seu valor. Na tentativa de atrair a atenção visual e, consequentemente, influenciar o processo de fixação da marca na memória do consumidor, profissionais de marketing utilizam, em seus anúncios, conteúdos com a presença de apelo sexual. Tais conteúdos sugerem, dentre outras formas, a exposição da nudez (total ou parcial) de modelos fisicamente atraentes. Neste contexto, a presente pesquisa tem como principal objetivo verificar se a presença de apelo sexual em anúncios de mídia impressa influencia a lembrança da marca sob a ótica do Neuromarketing. A disciplina do Neuromarketing pode ser definida como uma área de estudo que utiliza ferramentas de análises clínicas para entender melhor reações fisiológicas dos indivíduos e como tais reações afetam o comportamento do consumidor. A ferramenta utilizada na pesquisa foi o Eye-Tracking, que consiste em um aparelho que capta a movimentação dos olhos e registra os pontos de maior atenção visual. A pesquisa foi realizada em três etapas: inicialmente, foram escolhidos trinta anúncios reais de mídia impressa e, por meio de uma pesquisa com 96 participantes, foram selecionados seis anúncios com apelo sexual. Em seguida, 201 participantes assistiram, durante cinco segundos, seis anúncios diferentes. Destes 201 participantes, 100 deles assistiram os anúncios com a presença de apelo sexual e 101 participantes assistiram anúncios sem a presença de apelo. Nesta etapa, os registros da movimentação ocular foram captados pelo eye-tracking. No final do experimento, os participantes responderam um questionário em que, dentre outras informações, mencionaram quais marcas estavam contidas nos anúncios. O teste estatístico para provar se há diferenças entre os dois grupos, considerando os dados coletados, foi o teste de Mann Whitney Wilcoxon. Os resultados evidenciaram que não existe diferença estatisticamente significante entre a lembrança da marca e a presença ou não de apelo sexual no anúncio. Já no contexto do Neuromarketing, os resultados mostraram que os participantes fixaram mais o olhar na imagem com apelo sexual do que na imagem sem apelo sexual. Entretanto, no que diz respeito à fixação do olhar na logomarca do anúncio, não houve diferenças estatisticamente significantes do tempo de fixação na logomarca dos anúncios com apelo sexual e sem apelo sexual / Studies show that the recall of a particular brand is essential for its value generation . In an attempt to attract visual attention and thus influence the process of fixing the brand in the consumer\'s memory, marketing professionals use, in their ads, content with the presence of sex appeal. Such content suggest, among other forms, the exhibition of nudity (partial or total) of physically attractive models. In this context, this research aims to verify if the presence of sex appeal in advertisements for print media influences brand recall from the perspective of Neuromarketing. The discipline of Neuromarketing can be defined as an area of study that uses clinical analysis tools to better understand physiological reactions of individuals and how such these reactions affect consumer behavior. The tool used in the research was the Eye-Tracking, which consists of a device that captures eye movements and records the points of greatest visual attention. The research was conducted in three stages: initially, were chosen thirty real print media ads and , through a survey with 96 participants, six ads with sex appeal were selected. Then two hundred and one participants watched, for five seconds, six different ads. Of these two hundred participants, 100 of them watched the ads with the presence of sex appeal and the 101 watched ads without the presence of appeal. At this stage, the records of eye movements were captured by the eye-tracking. At the end of the experiment, participants answered a questionnaire that, among other information, mentioned which brands were contained in the ads. The statistical test to prove whether there are differences between the two groups, considering the data collected, was the Mann-Whitney-Wilcoxon test. The results showed that the presence of sex appeal in advertising has no influence in the consumer\'s ability to remember a brand. Under the Neuromarketing vision, the results showed that participants spend more time looking to the sex appeal image comparing with the non sex appeal image. Considering the fixation duration in the brand image, the results presented that there no statistical difference between sex appel and non sex appeal advertising

Thesis (MComm)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: When engaging in brand-building, marketers often appeal to consumers’ senses. However, one of the senses which has often been ignored by marketers is the consumer’s ability to hear. This state of affairs is puzzling, as sound in its various forms can play a central role in brand-building (Krishnan, Kellaris and Aurand, 2012). Using sound as a strategic marketing tool is known as sonic or audio branding. Sonic branding is defined as the strategic use of sound to create a distinctive auditory identity for a brand (Krishnan et al., 2012). The general idea is to utilise sound and music more consciously to create a link between the consumer and the brand and to not only use music to support an advertisement (Groves, 2012). Successful sonic branding creates triggers that disrupt existing patterns, attract the consumer’s attention and remind the consumer of positive experiences with the brand (Beckerman and Gray, 2014). In-store music, jingles and sonic logos are examples of audio elements that can be used as sonic branding tools. A sonic logo is a small piece of music or sound that is connected to the brand (Groves, 2012) and is sometimes perceived as the auditory counterpart of the visual logo of the brand (Krishnan et al., 2012). Despite the fact that sound has the ability to influence different areas of consumer behaviour (Krishna, 2012), there is limited information available on how a brand can utilise sound strategically to create a unique identity for a brand and how a sonic logo ought to be selected. Research on the subject is limited because sound is often processed at an emotional subconscious level and traditional research methods cannot measure the influence of sound on the emotional response of the consumer. Using traditional research methods to investigate the impact of sound in branding is also subject to potential measurement error. One of the key benefits of using neurophysiological research methods is to narrow the “say” versus the “do” gap in consumer behaviour research (Van Praet, 2012:22) and to investigate the influence of stimuli on emotions. The purpose of this study is to understand how sonic logos are processed by the consumer at an emotional subconscious level. Television advertisements for vehicle and electronic brands were used to assess the subconscious impact of the sonic logos used at the end of six advertisments. The neurophysiological research methods used for data collection were electroenchepalography (EEG), electromyography (EMG) and galvanic skin response. The results revealed a significant difference between how males and females emotionally processed the sonic logos of certain brands (EMG). This differentiation ought to be taken into consideration when selecting an audio element for a brand. The emotional responses of the participants towards the sonic logos did not indicate a long-term effect (EEG). This could suggest that the way in which certain brands are currently using sonic logos is not necessarily effective in creating a long-term emotional connection. / AFRIKAANSE OPSOMMING: Bemarkers fokus gereeld op die sintuie wanneer die identiteit van handelsmerk geskep word. Die vermoë van die verbruiker om te hoor word egter grotendeels geïgnoreer. Die situasie is verbasend, aangesien klank ʼn belangrike rol kan speel in die bou van ʼn handelsmerk (Krishnan, Kellaris en Aurand, 2012). Die strategiese gebruik van klank in bemarking staan bekend as “sonic branding”. Dit word gedefineer as die strategiese gebruik van klank on ‘n unieke identiteit vir ‘n handelsmerk te skep (Krishnan et al., 2012). Die algemene idee is dat bemarkers meer bewus van musiek en klank behoort te wees, dit strategies gebruik en nie slegs as agtergrond musiek vir ‘n advertensie nie.As musiek of klank susksesvol gebruik word, sal dit die aandag van die verbruiker trek en hom/haar herinner aan positiewe ervarings met die handelsmerk (Beckerman en Gray, 2014). Musiek, “jingles” en die klank-merk van ʼn handelsmerk is voorbeelde van klankelemente wat strategies gebruik kan word. ʼn Klank-merk is ʼn kort stuk musiek of ʼn geluid wat met die handelsmerk geassosieer is (Groves, 2012) en word op dieselfde manier as die visuele logo van ‘n handelsmerk gebruik. Ten spyte van die feit dat klank die vermoeë het om die verbruiker se gedrag in verskillende areas te beïnvloed (Krishna, 2012), is daar min inligting beskikbaar oor hoe ʼn bemarker klank strategies kan gebruik om ʼn unieke identiteit vir ʼn handelsmerk te skep, sowel as hoe ʼn spesifieke geluid van ʼn handelsmerk gekies behoort te word. Navorsing in die area is heel moontlik beperk as gevolg van die feit dat meeste klanke op ʼn emosionele vlak, onder die bewussyn van die verbruiker, geprosesseer word en tradisionele navorsing metodes kan nie die volle effek op die emosionele reaksie meet nie. Die gebruik van tradisionele navorsing metodes om die effek van klank te bestudeer mag moontlik ook foute teweegbring. ʼn Belangrike voordeel van neurofisiologiese navorsing is dat dit die verskil tussen wat verbruikers sê en in werklikheid doen in ag geneem (Van Praet, 2012:22) en die invloed van stimuli op die emosies van die verbruiker bestudeer. Die doel van hierdie navorsing is om te bestudeer hoe die klank-merk van ʼn handelsmerk in die emosionele onderbewussyn van die verbruiker geprosesseer word. Ses televisie advertensies met klank-merke in die finale tonele is gebruik om die invloed van die klank-merk op die onderbewussyn van die verbruiker te bestudeer. Die advertensies van voertuig en elektroniese handelsmerke is vir die studie gebruik. Die volgende neurofisiologiese navorsing metodes is gebruik: EEG, EMG, sowel as vel geleiding. Die resultate van die studie dui aan dat daar ʼn beduiende verskil is tussen hoe mans en vrouens die klank-merk van ʼn handelsmerk prosesseer (EMG). Die verskil behoort oorweeg te word wanneer die klankelemente van ʼn handelsmerk gekies word. Die deelnemers se emosionele reaksie teenoor die klank-merk het egter nie ʼn lang-termyn effek gehad nie (EEG). Met ander woorde, die manier waarop sekere handelsmerke klank strategies gebruik is nie noodwendig effektief om ʼn lang-termyn emosionele verbinding tussen die verbruiker en die handelsmerk te bou nie.

The new way of doing marketing the so -called neuromarketing, which is a combination of neuroscience findings collected for and used in the marketing domain, has raised a lot of support but a lot of critic as well. The research question is focusing on whether the neuromarketing has been an approach of explaining and defining the human behavior, or whether it has transformed to an unethical manipulation of consumers in order to discover the much wanted “buy button” in consumers’ brains. Additionally issues of validity of neuromarketing researches is to be examined as well their purpose of conduction and the use of their findings. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing

In order to stay competitive and to be the first choice for customers in a world driven by a high level of competitive advantage, it is important for companies to stay ahead of the competition by conducting thorough market research. Even if this tends to be the case, many products still fail when reaching the market, leaving companies with great losses. The reason for this could be that the development of existing research methods has stagnated, or that they simply lack the ability to find the true answer as to what intentions underlie consumer’s decision making when shopping. Many believe that a new method is desired in order to get a better picture of what customers really think. As a solution to the problem, researchers are using a mix of neuroscience and marketing in order to get into the customers minds. Therefore, this study seeks to create knowledge about the new emerging trend called neuromarketing and its potential as a complement or substitute to surveys, interviews and focus groups. In order to achieve this purpose, relevant theory was collected and compared to the empirical data from focus group studies that were conducted. Findings show that scanning customers’ brains, for now, cannot fully substitute surveys, interviews or focus groups, since each have their own investigational characteristics. This could although change as neuromarketing still is in an early development stage and researchers believe that the method has good future potential. Although neuromarketing cannot be seen as a substitute for now, it still has its advantages compared to surveys, interviews and focus groups. We therefore see that scanning of the brain could be used as a sufficient complement to the other methods through triangulation if companies can afford it.

Široká, Martina. Use of neuromarketing in the public sector communication on Trencin city example. Diploma thesis. Brno : FRRMS MENDELU v Brně, Czech Republic, 2015. The diploma thesis deals with the topic of neuromarketing, related to the public sector marketing communication, using the example of Slovakian city Trencin. The goal of the submitted thesis is to assess the possibility of use of neuromarketing techniques in the communication of a city and public. A graphical billboard draft, based on the results of visual left-right perception neuromarketing research, is the tool to reach the main goal. The diploma thesis consists of the theoretical part, which introduces the basic terms regarding the importance and possibilities of communication in public sector, followed by neuromarketing issue and its techniques description. The practical part, with an initial proposal of a billboard design, aims to public sector purposes in Trencin city. It uses the results of the undertaken opinion poll and neuromarketing research. The final part is generalizing possibilities of the use of neuromarketing in the public sector communication.

TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN ADMINISTRACIÓN / María Verónica Ugás Tapia [Parte I], Gonzalo Andrés Araya Rojas [Parte II] / Touch Your Mind es una empresa de Neuromarketing cuyo objetivo es poder entrar en la mente de los clientes, saber qué es lo que están pensando y sintiendo, permite dar el salto desde lo que decimos a lo que pensamos como clientes. La necesidad y oportunidad de este negocio se identifica considerando que actualmente con la Investigación tradicional de Mercado el 80% de los nuevos productos que se lanzan al mercado, fracasan. Esto es explicado ya que las técnicas tradicionales no llegan a descubrir las reales motivaciones de selección y compra de los clientes. Existe solo un competidor que no entrega todos las herramientas existentes para llevar a cabo el Neuromarketing. La Industria presenta altas barreras de entrada, poder medio de los sustitutos, poder medio de los compradores y un bajo poder de los proveedores, bajo este panorama para la empresa es atractivo entrar a la Industria ya que posee las herramientas necesarias para poder superar las altas barreras de entrada. La propuesta de valor es realizar una Investigación de mercado que explora el inconsciente de los consumidores para obtener respuestas más fiables sobre su comportamiento, percepciones y motivaciones de selección y decisión de compra.. Para obtener el éxito en el negocio, se considera como estrategia de crecimiento el desarrollo de productos y servicios, desarrollo de la necesidad y penetración en el mercado, a esto se suma una eficiente segmentación del mercado y nuestros recursos claves tanto como en tecnología y recursos humanos altamente especializados. La inversión necesaria para comenzar este proyecto está es de $41.910.000 millones de pesos (CPL). La empresa contará con dos socios bajo una y se considera que la mejor opción para comenzar con este emprendimiento es la Sociedad por Acciones (SpA). Dado lo anterior, Touch Your Mind es un proyecto rentable, con alto potencial de crecimiento, donde la industria es nueva pero con un alto poder de crecimiento y expansión.