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Neuromarketing is a new field of marketing that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state (heart rate, respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.In a study from the group of Read Montague, the director of the Human Neuroimaging Lab and the Center for Theoretical Neuroscience at Baylor College of Medicine, published in 2004 in Neuron 67 people had their brains scanned while being given the "Pepsi Challenge", a blind taste test of Coca-Cola and Pepsi. Half the subjects chose Pepsi, since Pepsi tended to produce a stronger response than Coke in their brain's ventromedial prefrontal cortex, a region thought to process feelings of reward. But when the subjects were told they were drinking Coke three-quarters said that Coke tasted better. Their brain activity had also changed. The lateral prefrontal cortex, an area of the brain that scientists say governs high-level cognitive powers, and the hippocampus, an area related to memory, were now being used, indicating that the consumers were thinking about Coke and relating it to memories and other impressions. The results demonstrated that Pepsi should have half the market share, but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand.

   Skimming: Se trata de marcas de productos que estan en la mente de los consumidores e investigaciones hechas con refrescos en los EEUU.

C. Estrategias de lectura:

Skimming:

Palabras claves: neurociencias, cerebro, mercadeo.
Palabras repetidas:Marketing, consumer,Pepsi, Coke, brain..

Scanning:

Quienes hicieron estas investigaciones?

Donde se hicieron las investigaciones? En la universidad de Baylor.EEUU.

Con que tipo de productos?  Pepsi vs Coke.

Cuando se publicó la investigación? año 2004.

Marcadores:

Definición: is,

Tiempo: 2004.

Fuente wikipedia.org/english

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