Neuromarketing: What It Is, Types And Examples

What is neuromarketing? Neuromarketing, also called neural marketing, consists of applying the findings of neuroscience to marketing. The definition of neuromarketing is the study of aspects such as emotions, feelings, attention and memory and their influence on consumer behavior The objectives of neuromarketing are to study how the consumer feels, thinks and acts. From the brain’s reaction to advertising stimuli, to the decision-making processes by the consumer. Among the advantages of neuromarketing is the possibility of predicting the acceptance of a product or boosting its sales.

Neuromarketing techniques

Neuromarketing techniques aim to know the psychophysiological response after certain stimuli. The main ones are:

• The fMRI (fMRI), since it allows us to precisely visualize the activation and localization of brain activity in response to the stimuli presented.
• He electroencephalogram, also allows detecting activated brain areas through brain wave activity. It is one of the most used neuromarketing techniques since its cost is lower.
• He eye tracking or eye tracking which consists of detecting eye movements to determine the visual path taken and the reaction presented when observing a stimulus, thus discovering what captures attention.

Neuromarketing strategies

Some of the strategies used by neuromarketing are:

• Market studies: The participation of neuromarketing in market studies consists of carefully studying the group of users to whom a product is directed, also called the target audience or target audience.
• Design and packaging: It tries to ensure that the characteristics of the product and the packaging influence the consumer experience in the desired way.
• Prices: Price characteristics influence the purchasing process. One of the most used neuromarketing strategies regarding prices is the presentation of prices in fractions, that is, without round numbers, such as the typical 9.99. Generating the feeling that the price is lower. Neuromarketing postulates that not only numbers influence but also the position and presentation of the price. For example, when the price is the first thing shown about the product, the consumer decides based on whether it is worth it or not, while if the price is known after all the other features of the product, the purchase is decided based on whether you like the product enough.
• Store layout: The arrangement of products in space influences the purchase. One of the strategies is to place essential products at the end of the aisles, forcing the consumer to walk through the space.
• The experience: The emotional state influences the criteria applied to choose a brand, service or product. For example, using promotional gifts is a strategy that helps the brand or service be remembered better and more positively.

Neuromarketing books

If the previous explanation has piqued your interest, you can go deeper with one of these neuromarketing books:

• Think Fast, Think Slow (Daniel Kahneman).
• BrainFluence (Roger Dooley).
• Buyology (Martin Lindstrom).
• Do you buy with your heart or with your brain? (Alexia de la Morena and Francisco Misiego).
• The traps of desire. How to control the irrational impulses that lead us to error (Dan Ariely).

Psychomarketing or shopping psychology unites marketing and psychology in a discipline that studies the psychological components that intervene in the consumption process. A psychomarketing strategy consists of applying the law of reciprocity to sell more. It’s about doing the consumer a favor so that they have the motivation to return it. For example, offering you a free first service.

Another strategy used is color psychology in marketing and advertising. The color psychology postulates that each color produces an emotion or is associated with a feeling. This is used in marketing by providing a product with the color associated with emotion or characteristic that is intended to be expressed. For example, we can see that the color red, associated with strength, passion and danger, has been used for the Ferrari car brand. While the color yellow, associated with joy, happiness and energy, has been chosen for Nesquik brand products.

The difference between neuromarketing and psychomarketing is diffuse. Another overlapping term is emotional marketing, which seems to focus primarily on emotions, while psychomarketing encompasses other psychological aspects.

The 3 main types of neuromarketing They start from the classification according to the senses through which they are perceived:

Visual neuromarketing

Visual marketing is the one that uses strategies that are captured through sight. It is very effective since the images reach the brain quickly.

• For example, it will have a better chance of selling if it is placed in the center, along with a lower price option on the left, and another higher price option on the other side, since we tend to choose the average price, neither the most expensive nor the cheapest. Another example is very large shopping carts, as they make it seem like you are carrying less and encourage them to fill up.

Auditory neuromarketing

Auditory marketing is that which uses strategies that are perceived by ear. Melodies are especially used to recognize a brand. Furthermore, music influences the mood and therefore the purchasing decision.

• For example, when an advertisement includes the sound of a cookie that crunches when bitten.

Kinesthetic neuromarketing

Stimuli captured by touch, smell or taste can also influence the purchasing process.

• For example, him characteristic smell of freshly baked bread or the smell of an appetizing food stimulates the feeling of hunger, leading to buying food.

This article is merely informative, at PsychologyFor we do not have the power to make a diagnosis or recommend a treatment. We invite you to go to a psychologist to treat your particular case.

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