A short, it is a discipline that applies neuroscience in the field of marketing, to try to unravel how the consumer’s brain works and which areas must be activated to encourage purchase. This allows us to understand not only which marketing messages are most effective. But also which products are preferreby consumers and why.
A very remarkable characteristic of neuromarketing is that it provides a scientific perspective. It is not about trying to “read minds”, but about applying the scientific method through studies in highly controll laboratories. It seeks to listen to the brain. Not manipulate it.
According to the INESEM Business School , “with the advent of neuromarketing. The detail study of consumer behavior has been revolutioniz.” And, for the first time, brands can delve into that 80% of unconscious decisions to understand what the consumer thinks It is no longer about analyzing what we say, but what we do and above all, why we do it.
As for its techniques, this discipline uses a variety of scientific tools to delve into the intricacies of our brains
These are just some examples:
- Functional magnetic resonance . This technique obtains images of the brain while it is carrying out an activity or receiving external stimuli, showing which areas of the brain are activate It can provide invaluable information. But in return it has a very high cost.
- electroencephalography. Like the previous one, this technique identifies the areas of the brain with the greatest activity. In this case through electrical variations measur through electrodes on the scalp.
- Eye tracking (eye-tracking) . Using special high cameras. It is record where the subjects direct their gaze at each moment. You can also get data on other factors such as pupil dilation or blinking.
- Electrical conductance of the skin. It allows measuring the physiological response of the individuals studi from their sweating.
A famous example of neuromarketing has as protagonists the two most famous rival brands in the world: Pepsi and Coca-Cola.. study conduct in shopping centers in 1975,I it was found that in a blind tasting. The majority of consumers preferrethe Pepsi flavor; however. Coca-Cola’s sales were much higher. In 2003. This study was repeat again. But incorporating functional magnetic resonance imaging to analyze what was happening in the brains of the subjects Poland B2B Email Lists when they consum both drinks. In the blind tasting. Pepsi won again. And it was shown that the excitation of the ventral putamen (brain organ that actively participates in the evaluation of flavors and in the feelings of love and hate) was higher when they consum this drink. Later the experiment was repeat but with the subjects seeing and knowing what they were going to drink: Coca-Cola won by 75%. In this case. In addition to the ventral putamen,
Neuroscience keys to sell more
To understand how neuromarketing impacts the purchase decision. We must not only understand the brain, but also the hormones. According to Markus Heinrichs. A professor at the University of Freiburg, oxytocin or the happiness hormone plays a key role in creating positive customer experiences.
In the world of marketing. Knowledge is power. And this discipline gives us the keys to knowing our consumers through their physical and neurological reactions. But its advantages do not end there:
- It provides the most o way to understand the relationship between the consumer’s mind and their behavior.
- It provides much deeper data than traditional market studies.
- Since it allows the creation of products subject to the real needs of the target audience (and not only to what they state), it reduces the risk for companies when launching new products and services.
- It is constantly update as it applies the latest knowledge TR Numbers from neuroscience and neuropsychology to advertising and marketing.
- Compare to other marketing disciplines, neuromarketing can provide much greater precision in its studies. Since it does not evaluate people’s statements but rather their objective physiological responses.
- In addition. T he results are less biased by question selection. Since they can measure everything that is happening in the brain.
- Identifies response patterns of the “cause-effect” type that make it easier to hit new campaigns and products.
