Brain mechanisms of peer group influence and persuasion

Ale Smidts
Rotterdam School of Management
Erasmus University
MOAbouts Neuromarketing
March 18, 2010
Brain mechanisms of
peer group influence
and persuasion
Neuromarketing – a definition
• The objective of neuromarketing is to improve our
understanding of how consumers react to
marketing stimuli by measuring brain processes
directly, and by using these measures to develop
more effective marketing stimuli
(Smidts, Kijken in het brein, Over de mogelijkheden van
neuromarketing, 2002)
• Contributes to theory development and theory
testing (understanding the ‘why’)
• Should contribute to develop better products, less
wasteful advertising, more effective product
designs, …