Description
Choose only 2 out of the following business cases
General guidelines
– The goal is to use neuromarketing insights to address the business case, so be concrete and provide actionable recommendations.
– You can use visuals to support your arguments (do not forget to cite sources and descriptive captions).
– Use APA format if you cite external resources.
– Total word count should be 1500 words – i.e. around 750 words/case.
Business Case 2: Use neuromarketing insights to persuade US citizens to get the vaccine against the covid-19 (Max 750 words)
Background
Neuromarketing insights are typically used in advertising, pricing, branding, packaging, customer experience, and other marketing sectors. Yet, more and more companies and organizations are using neuromarketing concepts and methods much more broadly.
For instance, companies, organizations and even government agencies started to realize that employing neuromarketing principles to their communication can increase dramatically the persuasiveness of a message.
This is done by capitalizing on how the people’s brain works. Communication strategies that trigger people’s psychological biases and other emotional responses can be very effective in nudging them towards a desired course of actions.
This approach, typically referred to as nudge or nudging, is already in use in several sectors, such as tax payments, charity giving, electoral participation and organ donation (e.g. Link 1 (Links to an external site.)or Link 2 (Links to an external site.) )).
In the context of the current Covid-19 pandemics, a challenge that several governments are facing is vaccination hesitancy, which is defined as the delay in acceptance or the refusal of vaccines despite availability of vaccination services. This is particularly the case in the US, where it is estimated that 1 out of 4 people refuses to get vaccinated (e.g. (Links to an external site.)).
Your task
The US government has asked your opinion on how to address the issue of vaccination hesitancy and increase the number of citizens who is willing to get vaccinated. Propose how neuromarketing principles (biases, heuristics, persuasion and communication strategies, …) could be (ethically) applied to improve the impact of government messages during the pandemics. In other words, explain how you think you can increase people’s compliance with the vaccination plans of the governments by using neuromarketing concepts and insights and provide concrete examples of how the government should communicate to the citizen about the vaccination.
You are free to get inspiration about any reading, lecture, or video material from the Neuro-marketing course.
