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Neuromarketing – Geschmack wird durch Marketing im Gehirn erzeugt
Veröffentlicht am: 02.10.2015 | Letztes Update am: 11.10.20 | Lesezeit: 1 Minute/n

Neuromarketing

Warum kaufen wir das, was wir kaufen? Warum bevorzugen wir bestimmte Marken? Genau mit solchen und weiteren Fragen befasst sich vor allem Neuromarketing. Ein klassisches Beispiel der Umsetzung ist Cola & Pepsi. Nachweislich wurde bewiesen, dass Pepsi den Konsumenten besser schmeckt, jedoch ist Cola weitaus erfolgreicher. Mit Hirnscanner wurden nun bei Testpersonen die Hirnfunktionen während des Konsums beobachtet, die Testpersonen wussten dabei bereits vorher, ob es sich um Pepsi oder Cola handelt.

Dabei wurde Folgendes festgestellt

Bestimmte Hirnbereiche, wie dem Belohnungszentrum und dem Gedächtnisareal, wurden während eines Cola Konsums stärker durchblutet. Wobei dies hingegen bei Pepsi nicht geschah, somit lässt sich bereits jetzt nachweisen, dass bestimmte Marken sogar Glückshormone im Gehirn erzeugen können. Bei weiteren Tests, wo die Testpersonen nicht wussten, welche Marke sie denn nun konsumieren, kam es ebenso zu keiner stärkeren Durchblutung der oben genannten Kopfbereichen. Das Belohnungszentrum lenkt übrigens das Geschmackserlebnis, somit wird Geschmack vor allem durch Marken und nicht nur den tatsächlichen Geschmack erzeugt.



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