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The interest in topics such as consumer behavior, consumer psychology, and decision-making in the context of marketing has increased in recent years, due to the rise in marketing spending, ineffective marketing campaigns, and product failures, giving way to the growing scientific field of neuromarketing.
This bachelor thesis proposes the implementation of a neuroscientific foundation in order to improve conventional marketing mix models. Firstly, this work intends to offer an overall understanding of the characteristics and techniques of conventional marketing and neuromarketing. Secondly, it explores the for marketing relevant brain areas in association with the importance of emotions. In addition, it analyses the connection between marketing activities and consumer behavior by putting forward the different arguments for its effectiveness of a neuromarketing foundation. Finally, the key learnings regarding the successful implementation of neuromarketing are discussed, based on the application of neuromarketing techniques as well as based on the Limbic® model from Hans Georg Häusel. The application of these two approaches is illustrated based on the 4Cs.
This thesis employed academic literature from several scientific fields and findings from brain research to develop a theoretical foundation for understanding the concept of neuromarketing in a business context. Various examples were used to identify the potential of neuromarketing and to analyze the strengths and weaknesses of conventional marketing methods and those of neuromarketing. The vivid examples and discoveries from brain research and the problems of conventional marketing support the statement that there is a need for something innovative to face the current issues. The thesis proposes the implementation of a neuromarketing foundation with the Limbic® model or with neuromarketing techniques such as eye-tracking to obtain greater insights into the consumer in order to improve marketing performance. The findings from brain research and consumer neuroscience indicate that there is significant scientific evidence to suggest that the application of neuromarketing would be an effective complement for conventional marketing methods and can create a competitive advantage.
Creating effective cross-cultural advertising campaigns is one of the most challenging ongoing topics in international marketing. This paper aims to apply the insights of cross-cultural neuroscience of emotion to advertising in China and Germany.
Examining the differences in cross-cultural perception of emotions will be instrumental for models used in advertisements across China and Germany, help understand the role of consumer age for the emotional reaction to advertisements and elucidate the influence of emotions on cross-cultural prejudices and memory.
Based on an expert interview conducted with the neuroscientist Dr. Henning Beck, several hypotheses were generated. In order to investigate the hypotheses, a cross-cultural survey in China and Germany was conducted testing the influence of the own-race bias on emotional advertising using the Self-Assessment Manikin (SAM). The results of the primary research suggest that the perception of emotions is culturally trained and can lead to a different emotional experience of advertising for Chinese and German citizens.