MKT 613- Consumer Behavior
Prof. Carolyn Yoon
Session 6 (Jan. 31) Notes
Pictures that students have brought
Break into groups and create a diagram (use a transparency)
Give 15 minutes
2 presentations from student groups
Advantages and disadvantages
Looking for commonalities
Make sure to show the pictures
Give directions to students
Going from concrete to values/attitudes
Could go left to right, top to bottom, doesn’t matter
What are the commonalities?
Just to finish up with neuro-marketing a bit, what I wanted to do was talk a bit about
MRIs, also some about EEGs, which is the main method of neuromarketing these days. They
will do one one-on-one interviews, EEGs, eyetracking. EEGs is basically capturing a… image,
by attaching these electrodes, kind of like a showercap, but it isn’t as pleasant as a shower cap.
Basically, you need… but I would expect that marketing firms are dealing with high end clients,
just allows them to pick up signals more readily. Even though this technology is as old as I say,
the reason why there is an attraction to it nowadays is because of computer technology, it means
that you can collect massive amounts of data and store it, whereas five years ago, this would
have been more problematic to collect and analyze. Then, you might wonder what this is. This is
the NEG, which is basically a .
.. version of the EEG, so as a researcher, you don’t only get good
temporal resolution. Temporal resolution has to do with how thin a slice across the.
. you can
capture data. That is a lot of data. So basically, you can get better pictures with this as well,
which allows you to localize exactly, within what region is the current? And then there is this
version of it, which can be used with MRIs, other forms, but basically MRI and EEG these are
all correlation measures, the trans… method, it is the relation and knock that part of the brain
out, and someone can’t process some piece of information in a particular way, and we know that