Neuromarketing: Your Brain Knows What It Wants To Buy
The benefits that come with psychology To our knowledge they are unsuspected. As the decades go by, advances in psychology are used by the world of sports, medicine, education, and especially advertising and marketing.
He Neuromarketing It is a relatively new discipline, which tries to create effective marketing campaigns based on the knowledge we have about the human mind; specifically, the brain. Does this discipline work? The results may surprise you…
It all started with the creation of a very simple technology: the biofeedback . For many decades, Psychologists are trying to learn more and more about human behavior and mental processes by analyzing physiological reactions such as tension, electrical impulse, sweat, pupillary dilation, etc… This is how biofeedback arises, which consists of, through what we know about these records, making the person learn to relax or control their state. anxiety through a small device that informs you about your physiological state with a sound or light.
It’s very simple: the person lies down, places their fingers on comfortable sensors that are attached to the small device and listens to a high-pitched sound. As you relax, the sound becomes lower and slower. This simple technology is not only useful for learning to relax… but for much more. This is where the game comes in. Neuromarketing.
Why do some advertising campaigns not work?
Marketers and advertisers were tired of feeling like what was supposed to work in the minds of consumers was not working. Perhaps the problem was that they did not know well enough how the human mind works. They then began to practice neuromarketing.
As? The marketers They began to apply knowledge about psychology in their studies, and using technology in sensory recordings, they decided to study which advertising was most effective on people (using sensors on test people, such as measuring pupillary response, eye movements, circulation, etc.). The results were very surprising…
Do the campaigns that tell us that tobacco kills work?
For years there have been campaigns that, with dire and very unpleasant photos on cigarette packages, tell us that smoking kills, causes impotence or can destroy our teeth. However, the number of smokers is not decreasing. Is addiction the only culprit? Neuromarketing decided to study this case and discovered something surprising… This advertisement increases the desire to smoke. The explanation is simple. The researchers showed both smokers and non-smokers the photographs and messages.
Non-smokers found the images very unpleasant, and their physiological reactions indicated this. However, these people are not smokers, so they don’t really have any relevance to tobacco consumption. The curious fact came when the smokers saw the images. When reading the word “smoking” and seeing images related to smoke, certain memories were activated in his brain and the desire to smoke increased Modern technology allowed researchers to demonstrate this.
Advertising that works: Harley Davidson
harley davidson It is a classic motorcycle brand, with a very powerful image, even though they are not the motorcycles that everyone buys. They are very exclusive motorcycles, they are not the fastest or most powerful. However, the brand image is quickly associated with freedom, a way of life, speed, and personal power.
The researchers wanted to verify how powerful the image of Harley Davidson was, which is usually the motorcycle accompanied by a biker with a beard and long hair. The experiment consisted of viewing photographs of various well-known people, among whom was a biker with his Harley Davidson. The result of the experiment was the following: the Harley Davidson brand awakens the same areas in the brain as when a person visualizes an image of Jesus Christ. The brand has been associated with so much commitment and for so many years with freedom and a detached and genuine way of life, that just by preserving that image they gain followers, whether they are motorcyclists or not.
Neuromarketing, in short, It is a way to bring scientific advances in psychology closer to disciplines such as marketing, whose main priority is to get to know people, their tastes, personality and authentic needs. The objective: to make advertising more honest, effective and efficient, which reaches interested people and without breaking in where it is not well received. To achieve this, what we know about our mind is fundamental knowledge.
