초록 열기/닫기 버튼
최근 뇌신경과학의 급격한 발전에 힘입어 마케팅 연구에 있어서 새로운 변화가 일어나고 있다. 마케팅에 뇌신경과학을 접목하여 소비자행동을 연구하는 뉴로마케팅이 설문조사, 인터뷰조사 등 기존 조사기법에 대한 보완적 대안으로 활용되기 시작한 것이다. 뉴로마케팅은 그동안 보편타당하게 정의하기 어려웠던 소비자 블랙박스에 대해 뇌신경과학적인 근거를 제시함으로써 난제로 남아있었던 마케팅 이슈들에 대해 보다 더 명확한 해답을 제시할 수 있을 것으로 기대된다. 본 사례에서는 뉴로마케팅의 원리와 조사기법 및 활용사례를 살펴보려고 한다. 관계자 인터뷰 및 문헌조사를 기초로 아모레퍼시픽, 기아자동차, 코카콜라 브랜드 및 슈퍼볼 광고 평가 등 대표적인 국내외 뉴로마케팅 활용 사례를 소개하고자 한다.
This study reviews the principles and practice of neuromarketing. Recently, the field of market research has adopted and benefited from the dramatic developments of neuroscience. Neuromarketing, which combines marketing with neuroscience, is now considered to be a valuable research tool complementing other behavioral research methodologies being used for marketing research. Unlike the existing consumer research methodologies, such as survey and interviews, which primarily consumer decision making above conscious level, neuromarketing, when harnessed properly, is expected to provide key information into the consumer ‘black box.’ Various neuroimaging techniques, such as fMRI(Functional Magnetic Resonance Imaging), and PET(Positron Emission Tomography), as well as EEG(Electroencephalography), MEG (Magnetoencephalography), and Eye-tracking System are available for the use of neuromarketing. Major companies in Korea and the US have used neuromarketing to improve their marketing strategies. We introduce two Korean cases and two US cases as pioneer neuromarketing cases. Amorepacific gained confidence in new color make-up product lines after investigating initial consumer responses which appeared on fMRI. Kia Motors successfully launched a new automobile brand called K-7 after they received an auspicious signal from their neuromarketing research. US consumers' brain activations responding to Coca Cola vs Pepsi showed a clear distinction of brand preference. Viewer responses to outstanding ads at the Super Bowl included the activations of mirror neurons. In addition, neuromarketing can provide useful marketing intelligence in venues such as product concept testing, market opportunity analysis, competition analysis, brand naming, pricing, packaging decision, and advertisement copy-testing. Challenges of neuromarketing include technical complexity as well as high costs of using neuroimaging facilities. Since neuromarketing can tap into the subconscious and implicit consumer decision- making, it is necessary for researchers pay due attention to the potential ethical problems and privacy issues associated with the use of neuromarketing.
키워드열기/닫기 버튼
Amorepacific, Coca Cola, Kia Motors, Neuromarketing, Pepsi, Super Bowl
