Neuromarketing in the B-to-B-Sector (Book Review)
Brand managers or a students interested in business administration, brand management or neuromarketing, you will find Friedrich Gentner‘s book an excellent resource. The book’s contents are the result of the author’s research concerning decision making and neuroscience during his MBA studies.
Gentner published the book in 2012 to draw a theoretical perspective on neuromarketing and brand management in the business-to-business sector, not from a critical point of view, but rather by presenting information and results from the academic research literature, dissertations, the internet and market studies. German researchers are renowned for providing rich scientific results in the area of consumer neuroscience, which may explain why most of the references in the book are German authors. The book also cites many quotes in German, so being able to understand the whole content requires knowledge of the language.
The book presents aspects of neuroscience findings concerning corporate decision-making. Although the purchase decision is made by the “Buying Center” in the Business-to-Business market, the author assumes that findings from neuromarketing can still be applied because this group also consists of humans.
The author defines the relevant subject areas presented in the book, and by presenting the distinctions between other related areas. He also presents neuroscientific principles involving the structure and functioning of the human brain in order to understand the processes that lead to a purchasing decision and offers examples as illustrations. Friedrich Gentner states that neuromarketing findings reveal that feelings and emotions play a much greater role than previously supposed, and that these can be addressed through brands. He offers examples of applications of neuromarketing in the Corporate Communication Sector, at Siemens; four advertising prints are used to illustrate different approaches.
You may find it interesting to understand how a buying decision is processed in the brain. Its point of origin is the perception of sensory signals, which are processed within the sensory areas. These stimuli are enhanced with stored knowledge by the hippocampus, memory’s organizer, and with emotions by the amygdala. If experiences gathered in the past correlate certain situations with a negative valence, rejecting emotions are triggered within the limbic system; positive experiences cause the development of an expectation within the reward system. All this information is linked and assessed within the prefrontal cortex and based on that a decision is made, which leads to a behavioral reaction.
As the author considers,
This book is a good, compact addition to your library to helpyou familiarize yourself with neuromarketing and its applications for brand management.