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Q: Neuromarketing ( Answered 5 out of 5 stars,   2 Comments )
Subject: Neuromarketing
Category: Business and Money > Advertising and Marketing
Asked by: lindstrom-ga
List Price: $30.00
Posted: 05 Jul 2005 01:40 PDT
Expires: 04 Aug 2005 01:40 PDT
Question ID: 540051
Hi everyone, hope you are all well.
I would like to know about any books/journals/etc which have been
published in relation to neuromarketing (the use of MRI).
I would also like to know if you can find some classic (varified)
examples of marketing/brandings that have failed in history, such as
when coca-cola released it new tase to compete with pepsi.
I am willing to pay up to $30 for the answer to these questions.
Subject: Re: Neuromarketing
Answered By: bobbie7-ga on 05 Jul 2005 10:12 PDT
Rated:5 out of 5 stars
Hi Martin,

It's nice to see you here again.

Below you will find the results of my research for your queries.



Selling to the Old Brain: How New Discoveries In Brain Research
Empower You To Influence Any Audience, Anytime (Library Binding)
by Patrick Renvoise, Christophe Morin 

?Finally a book that reveals what neuromarketing is all about, March 24, 2005
Just a few months ago the word neuromarketing was unknown, but I
finally got it while reading this book. It's all about that ancestral
brain that we inherited from our evolutionary process. With this book
neuromarketing opens up a new science to study and better predict the
impact of sales and marketing messages.?

?The most recent books on the subject such as "How customers think" by
G. Zaltman (Harvard Prof.) or the "Ancestral Mind" by Gregg Jacob
(also from Harvard) or "Blink: the power of thinking without thinking"
by Malcolm Gladwell all confirm the unconscious yet dominant nature of
the "Old Brain" in the decision-making process. In fact a few years
ago Bert Decker in "You've got to be believed to be heard" was one of
the first author to touch on the importance of the "Old Brain"... yet
he came short of creating a real model as developed in "Selling to the
Old Brain".



How Customers Think: Essential Insights into the Mind of the Market (Hardcover)
by Gerald Zaltman

Marketing interest in learning more about the brain has also been
spurred by Jerry Zaltman?s landmark book, How Customers Think:
Essential Insights into the Mind of the Market, which explores in some
depth connections between the brain and marketing theory and practice.

?Research in neuromarketing began at Harvard University in the late
1990's by marketing professor, Gerry Zaltman. Since then, Zaltman
patented another neuromarketing technique called the Zaltman Metaphor
Elicitation Technique (ZMET). Zaltman writes:

ZMET probes beneath the surface to reveal "what people don't know they
know" - the underlying motivations that influence a person's decision
to buy a product or form an opinion. Because approximately 95% of all
thought occurs in the unconscious, most of these factors are missed by
traditional research methods.?


The Ancestral Mind: Reclaim the Power (Hardcover)
by Gregg D., Ph.D. Jacobs


Blink : The Power of Thinking Without Thinking (Hardcover)
by Malcolm Gladwell


Books on Neuromarketing and related subjects

Gregg D., Ph.D. Jacobs: The Ancestral Mind: Reclaim the Power

Richard Dawkins: The Selfish Gene

Patrick Renvoise and Christophe Morin: Neuromarketing: Selling to the
Old Brain for instance success

Burt Decker: You've Got to Be Believed to Be Heard

Gerald Zaltman: How Customers Think: Essential Insights into the Mind of the Market

Steven Johnson: Mind Wide Open: Your Brain and the Neuroscience of Everyday Life

Spencer Wells: The Journey of Man: A Genetic Odyssey

William H. Calvin: A Brief History of the Mind: From Apes to Intellect and Beyond

Jean Carper: Your Miracle Brain: Maximize Your Brainpower, Boost Your
Memory, Lift Your Mood, Improve Your IQ and Creativity, Prevent and
Reverse Mental Aging

BARBARA STRAUCH: The Primal Teen : What the New Discoveries about the
Teenage Brain Tell Us about Our Kids

A link to each book is provided at this link:


'Neuromarketing' Must-Read Books

Giep Franzen: The Mental World of Brands
Out of print but used copies are available from Amazon. 

Erik Du Plessis: Advertising and Our Brains
(Forthcoming in English), published in Dutch by Samson,Alphen aan den Rijn 2001


Neuromarketing : le nerf de la vente


Neuron, Vol. 44, 379?387, October 14, 2004, 
Neural Correlates of Behavioral Preference for Culturally Familiar Drinks
Download  full text here:

Google Scholar provides a wealth of links to informative resources
about neuromarketing

From the Center for Bioethics - University of Minnesota:

?Another use for fMRI, neuromarketing, takes advantage of its ability
to determine a subject's positive or negative response to visual
images. The machine can even characterize the response. For example,
it can determine whether a positive response is warm and personal,
such as one we might have when greeting an old friend, or more
abstract, such as that of viewing a sunset. The fMRI is now being used
to study responses of human test subjects to movie trailers, different
makes of cars, and brands of cola.

Both American and European marketing agencies are developing fMRI
neuromarketing techniques.?


Two recent articles have attracted considerable attention among my
colleagues. Last week U.S. News and World Report cover story was
?Mysteries of the Mind? by Marianne Szegedy-Maszak. The article told
about researchers? findings that 95% of mental activity involved in a
decision occurs outside of consciousness. Considering that most
marketing concentrates on the conscious mind, that?s a notable finding
to say the least. The other article appeared in the Los Angeles Times,
?Searching for the Why of Buy? by Robert Lee Hotz. Ponder this
statement Hotz makes when discussing what brain imaging was telling

Here are the links to these articles.

Mysteries of the Mind 
Your unconscious is making your everyday decisions 
By Marianne Szegedy-Maszak

Searching for the Why of Buy
Researchers scan for insight into how marketing may brand the brain's
preference for products and politicians.
February 27, 2005,0,3899978.story?coll=la-home-headlines


PHD Media Canada is one of the first companies to use the technique in Canada.

?Brain scan technology, such as functional MRIs, shows which parts of
the brain are activated by impulses. Some marketers theorize that
since the scans suggest positive or negative reactions, the technology
can help them to fine-tune their message.

"Right now, media tools are pretty much limited in terms of how to
reach people," said Fred Auchterlonie, vice-president of PHD Media
Canada, one of the first companies to use the technique in Canada.?

PHD Media Canada Website


"Journey to the Center of the Mind" available from BusinessWeek Online

A Brave New Branding
The emergence of neuromarketing
?By Barb Jacobs,
March 3, 2005 Issue


The Why of Buy
Theory says we are rational about money. But brain-probing scientists
are discovering otherwise
By ERIC ROSTON,9171,1101040308-596161,00.html


For more on neuromarketing, see: " Inside the mind of the consumer"
from The Economist, Jun 10th 2004

"Buy This" from Scientific American Mind:



Brainstorming: Neuromarketing seen as way to boost product appeal 
February 25, 2005 
Andreas von Bubnoff / Monterey Herald


Marketers see riches in brain data 
February 6, 2004 
Carrie Peyton-Dahlberg / The Sacramento Bee


Brain scientist warns of neuromarketing limitations 
Baroness Greenfield questions the usefulness of fMRI scans to help sell products


Also, for more on neuromarketing, see Technorati


Here is a list of marketing or branding failures.

OK Soda
"OK Soda, another soft drink manufactured and marketed by The
Coca-Cola Company. Specifically targetted at Generation X, they
attempted to use subtle and ironic advertising messages. The product
was only released in select test markets, where it did not do well."

Arch Deluxe
"The Arch Deluxe was McDonalds' attempt to market burgers to the adult
fast-food consumer. Consumers were turned off by the unconventional
ads and the high price; consumer groups were put off by the higher
caloric content of the new burger."

McDonalds pizza
"McDonalds' 1989 and 1994 attempts to serve pizza" 

"Dasani, Coca-Cola's brand of bottled water, was a flop in the UK
after it emerged. It was essentially just Sidcup tap water, treated to
make it more pure but in fact containing high levels of bromate."

Crystal Pepsi
"Crystal Pepsi was Pepsi's answer to New Coke The Betamax VCR system -
after some initial success it was soundly beaten in the marketplace by
VHS. Betamax failed in part because it was not an open standard."

Digital Compact Cassette
"The Digital Compact Cassette - a format introduced by Philips, which
lost out to Minidisc and CD-R"

"DIVX (not DivX, the video codec), a take-off on DVD that required
users to pay per viewing. DIVX backer Circuit City, a retail
electronics giant, lost about $200m over the fiasco"

See the complete list here:

Lymeswold cheese
Lymeswold cheese is a UK cheese variety, which is much like Brie. 
It is widely considered to be a flop.

Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time  
Matt Haig

Contents of Brand Failures 
Part 1. Introduction 
Why brands fail 
Brand myths 
Why focus on failure? 

Part 2. Classic failures 
1. New Coke 
2. The Ford Edsel 
3. Sony Betamax 
4. McDonald's Arch Deluxe 

Part 3. Idea failures 
5. Kellogg's Cereal Mates 
6. Sony's Godzilla 
7. Persil Power 
8. Pepsi 
9. Earring Magic Ken 
10. The Hot Wheels computer 
11. Corfam 
12. RJ Reynolds' Smokeless Cigarettes 
13. Oranjolt 
14. La Femme 
15. Radion 
16. Clairol's 'Touch of Yoghurt' shampoo 
17. Pepsi AM 
18. Maxwell House ready-to-drink coffee 
19. Campbell's Souper Combo 
20. Thirsty Cat! and Thirsty Dog! 

Part 4. Extension failures 
21. Harley Davidson perfume 
22. Gerber Singles 
23. Crest 
24. Heinz All Natural Cleaning Vinegar 
25. Miller 
26. Virgin Cola 
27. Bic underwear 
28. Xerox Data Systems 
29. Chiquita 
30. Country Time Cider 
31. Ben-Gay Aspirin 
32. Capital Radio restaurants 
33. Smith and Wesson mountain bikes 
34. Cosmopolitan yoghurt 
35. Lynx barbershop 
36. Colgate Kitchen Entrees 
37. LifeSavers Soda 
38. Pond's toothpaste 
39. Frito-Lay Lemonade 

Part 5. PR failures 
40. Exxon 
41. McDonald's -- the McLibel trial 
42. Perrier's benzene contamination 
43. Pan Am 
44. Snow Brand milk products 
45. Rely tampons 
46. Gerber's PR blunder 
47. RJ Reynold's Joe Camel campaign 
48. Firestone tyres 
49. Farley's infant milk 

Part 6. Culture failures 
50. Kellogg's in India 
51. Hallmark in France 
52. Pepsi in Taiwan 
53. Schweppes Tonic Water in Italy 
54. Chevy Nova and others 
55. Electrolux in the United States 
56. Gerber in Africa 
57. Coors in Spain 
58. Frank Perdue's chicken in Spain 
59. Clairol?s Mist Stick in Germany 
60. Parker Pens in Mexico 
61. American Airlines in Mexico 
62. Vicks in Germany 
63. Kentucky Fried Chicken in Hong Kong 
64. CBS Fender 
65. Quaker Oats' Snapple 

Part 7. People failures 
66. Enron 
67. Arthur Andersen 
68. Ratner's 
69. Planet Hollywood 
70. Fashion Café 
71. Hear'Say 
72. Guiltless Gourmet 

Part 8. Rebranding failures 
73. Consignia 
74. Tommy Hilfiger 
75. BT Cellnet to O2 
76. ONdigital to ITV Digital 
77. Windscale to Sellafield 
78. Payless Drug Store to Rite Aid 
79. British Airways 
80. MicroPro 

Part 9. Internet and new technology failures 
82. VoicePod 
83. Excite@Home 
84. WAP 
85. Dell?s Web PC 
86. Intel's Pentium chip 
87. IBM's Linux graffiti 

Part 10. Tired brands 
89. Oldsmobile 
90. Pear's soap 
91. Ovaltine 
92. Kodak 
93. Polaroid 
94. Rover 
95. Moulinex 
96. Nova magazine 
97. Levi's 
98. Kmart 
99. The Cream nightclub 
100. Yardley cosmetics

Search terms used:
Brands, marketing,  failures, flops, neuromarketing, books journals 

I hope this is helpful.

Best regards,
lindstrom-ga rated this answer:5 out of 5 stars and gave an additional tip of: $5.00
Thank you for your research, this has been a big help to me.

Subject: Re: Neuromarketing
From: bobbie7-ga on 06 Jul 2005 08:10 PDT
Glad to have helped! Thank you for the 5 star rating and tip! 
Regards, Bobbie7
Subject: Re: Neuromarketing
From: voila-ga on 06 Jul 2005 08:37 PDT
Hey Martin,

Couldn?t help but come outta the woodwork and throw a few links at ya
for this topic.  Hope there's something you can use.

?They Know What You Want? Emily Singer, New Scientist, 31 July 2004, Page 36-37

Research, August 2004, Issue 459, Page 16-17

Synopsis of Neuromarketing Studies

Brodmann?s map of cytoarchitectonics (Area 10)

?Marketing to Your Mind?

Neuroco and Neurosense

Dulux Paint

Center for Neuroeconomic Studies

From CMO

Lancet Neurology 2004 Feb;3(2):71 (not available online)
?Neuromarketing:  beyond branding?

Neuroscience of Investing

Always a pleasure,
? V ?

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