SHIFTING PARADIGM
The secrets of neuromarketing
Javier CervantesPhilipp Hillenbrand
Alejandra Ruiz and Oscar Prospéro
Abstract
Today’s marketing research is often still limited to traditional pen-and-paper methodologies or qualitative techniques that imply the risk of subjectivity and the limitation to a descriptive approach with little explicatory potential. Medical methodologies concerning the exploration of the human brain like Neuroimaging (and especially functional Magnetic Resonance Imaging) and their application to marketing research have demonstrated to be able to fill this gap, explaining partially the underlying neurophysiological processes of consumers’ decisions and perceptions. This opens the possibility of a better understanding of the potential impact of different marketing elements.
During the presentation, the research team will give a comprehensive introduction of the application of Neuroimaging methodologies to consumer research with focus on the consumer’s purchasing decision, as well as discuss its opportunities and limitations.
Javier Cervantes
- CEO of Psyma Latina, marketing research firm and part of the Psyma Group
- Marketing Professor at the UNAM, Faculty of business administration, Graduate School of Business.
- Visiting professor of the University of Texas, Austin USA
- Has taught marketing research at the Instituto Tecnológico y de Estudios Superiores de Monterrey and the Universidad de las Américas
- Several published articles in Journals like American Marketing Association, Academy of Marketing Science, Management Today in Spanish, Revista Expansión, The Boston Business Journal, El Financiero, Excelsior
- PhD in Business Administration with focus on Marketing
Philipp Hillenbrand
- Senior Management and Head of Communications and Corporate Development at Allianz Mexico, Mexico’s subsidiary of Allianz Group
- Author of the book “Möglichkeiten zur Verbesserung der Kundenbindung im Dienstleistungssektor [Possibilities of enhancing customers’ loyalty in the service sector, VDM Publishers]” and several articles on strategy and marketing
- PhD-student at the UNAM, faculty of Business Administration with focus on Neurosciences.
Alejandra Ruiz
- Head of the Laboratory of Cognitive Neurogenomics, School of Psychology, UNAM
- Main line of investigation: evaluation of the impact of genetic variations on cognitive skills
- Full time professor at the School of Psychology
- Several published articles in journals like the International Journal of Psychophysiology
- PhD in Psychology, Field: Behavioral Neurosciences
Oscar Prospéro
- Neuroscience Department, medical faculty, UNAM
- Full-time researcher, level C, at the department of Neurophysiology
- National researcher, level II, of the National Research League
- Associate researcher at the department of Neuropharmacology, Scripps Research Institute
- Main lines of investigation:
> AIDS and its neurophysiological impact
> Molecular mechanisms of Marihuana addiction
> The role of Neuropeptides in sleep modulation and memory
> Neuropharmacology of alcoholism
- MD of the medical faculty
- PhD in Biomedical Ground Research
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