%0 Journal Article %J Technology Innovation Management Review %D 2012 %T Neuromarketing: Understanding Customers' Subconscious Responses to Marketing %A Jyrki Suomala %A Lauri Palokangas %A Seppo Leminen %A Mika Westerlund %A Jarmo Heinonen %A Jussi Numminen %K brain scans %K consultative selling %K customer engagement %K customer journey %K fMRI %K neuroimaging %K neuromarketing %X This article presents neuromarketing as a way to detect brain activation during customer engagement. Neuromarketing is a field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. We established a Virtual Customer Journey model based on the consultative selling process to study customer engagement by using brain scans. Consultative selling suggests that a customer’s shopping experience is managed by the salesperson’s behaviour and in-store marketing assets, and that the customer gets engaged step by step. A total of 16 test subjects were shown video clips and still pictures from a consultative sales process at Nokia’s flagship stores, and their brain activity was scanned. The results show that test subjects were able to associate themselves with people and events on the video and they felt safe and comfortable during the consultative selling process. The study implies that laboratories can build virtual environments that resemble real shopping environments where customers can participate in the buying process and respond to events displayed on the screen, and that neuroimaging is useful in providing valuable information on customer behaviour that is not achievable otherwise. %B Technology Innovation Management Review %I Talent First Network %C Ottawa %V 2 %P 12-21 %8 12/2012 %G eng %U http://timreview.ca/article/634 %N 12 %1 Laurea University of Applied Sciences Jyrki Suomala, Ph.D. (Education), holds positions as Principal Lecturer at the Laurea University of Applied Sciences and Adjunct Professor in the University of Oulu in Finland. Jyrki holds a doctoral degree in Education from the University of Jyväskylä, Finland. His research and consultation interests include the neurophysiological basis of human behaviour in marketing and education. Jyrki is the founder and head of the Neuroeconomics Lab at the Laurea University of Applied Sciences. He has been a visiting researcher at the University of California, Santa Barbara, for a period of three years. %2 Laurea University of Applied Sciences and Nokia Lauri Palokangas, BBA, graduated from Finland's Laurea University of Applied Science’s Business Management Programme in summer 2010 while continuing his career at Nokia. His work is mainly related to smartphones and he has gained significant experience through various information technology, pre-sales, and marketing positions over more than a decade. Lauri’s thesis work focused on measuring the impact of retail marketing assets on a customer’s purchase decision during the solution-selling process. The hypotheses of the research are from the discipline of neuroeconomics, whereas the behavioural research relates to Lauri’s areas of expertise at Nokia. The thesis was recognized in a 2010 Thesis of the Year competition. %3 Laurea University of Applied Sciences and Aalto University Seppo Leminen, D. Sc. (Econ.), Lic. Tech., holds positions as Principal Lecturer at the Laurea University of Applied Sciences and Adjunct Professor in the Aalto University School of Business in Finland. Seppo holds a doctoral degree in Marketing from the Hanken School of Economics and a licentiate degree in Information Technology at the Helsinki University of Technology. His research and consultation interests include value co-creation and capture with users as well as relationships, services, and business models in marketing. He runs various living lab and business model projects relating to ICT. %4 Carleton University Mika Westerlund, D. Sc. (Econ.) is an Assistant Professor at Carleton University’s Sprott School of Business in Ottawa, Canada. He previously held positions as a Postdoctoral Scholar in the Haas School of Business at the University of California Berkeley and in the School of Economics at Aalto University in Finland. Mika earned his doctoral degree in Marketing from the Helsinki School of Economics. His doctoral research focused on software firms’ business models and his current research interests include open innovation, business strategy, and management models in high-tech and service-intensive industries. %# Laurea University of Applied Sciences Jarmo E. A. Heinonen, PhD (Education), Lic.Sc (Marketing), M.Sc. (Food Economy) holds a position as Principal Lecturer at the Laurea University of Applied Sciences, Finland. He has also studied marketing and business administration at the University of Rhode Island and the University of California Davis in the United States. Jarmo holds a doctoral degree in Education from the University of Tampere, Finland, and a licentiate degree in marketing with a food science emphasis at the University of Helsinki. Previously, he was Director at Palmenia Centre for Continuing Education at the University of Helsinki. He has authored books, research, and articles on research methods, marketing research, neuromarketing, and neuroeconomics. %$ Helsinki Medical Imaging Center at Töölö Hospital, University of Helsinki Jussi Numminen, MD, Ph.D., holds a position as fMRI physician at Helsinki Medical Imaging Center, Töölö Hospital, University of Helsinki. Dr. Numminen has broad experience in functional neuroimaging research and is the author of several publications in international peer-refereed journals such as PNAS, Human Brain Mapping, and Frontiers in Neuroscience. He has a strong theoretical background in neuroimaging methodology and data analysis. In addition, he has extensive experience of the clinical use of fMRI in pre-surgical evaluation of patients with brain tumours. %R http://doi.org/10.22215/timreview/634