Do you know what neuromarketing is? If you have never heard of this discipline, you should know that it has reached the business world with force and that it is being implemented in all kinds of market strategies. But before getting into the matter, let’s start by making clear everything that this term encompasses.
What is neuromarketing?
The most correct definition of neuromarketing is that of “the science that analyzes and studies the behavior of customers in the face of the different options of products and services offered by brands, focusing mainly on the behavior and decisions they make before and during the marketing process. purchase.”
The goal of a neuromarketing study is:
- Analyze what processes are developing subconsciously in the brain of users.
- Observe the reactions people have to your product or the ad that promotes it, so you can make the right decisions before launching it on the market.
- Know if the product that you are going to introduce in the market really generates an interest in the consumer.
It is a branch of marketing focused on the brain, how the elements that are part of the buying process work. It measures users’ reactions to stimuli and empirically checks the changes that occur, both physical and chemical.
It is a broad process that encompasses the functioning of the brain and emotions, focusing this knowledge on getting users to buy a product, and that the perception they have of both the brand and that product is positive.
Examples of neuromarketing: techniques used by professionals
These are some of the neuromarketing examples applied to the real field of study and observation of consumer reactions:
- Eye tracking: consists of keeping track of how the user’s eyes move, thanks to this technique we know where they focus their attention, the points where they stop and the visual path they take.
- Electroencephalograms: they are based on analyzing the electrical and chemical changes that occur in the brain and thus knowing which areas are activated with one or other stimuli.
- Galvanic responses: based on analyzing and measuring the level of sweating to see if a stress response occurs in the user.
- Electromyography: mainly analyzes the muscles of the face and measures facial expressions, so it can be known based on the facial muscles that move and the detection of different expressions, what sensations the user is perceiving when faced with a product.
- Cardiogram: by measuring the user’s heart rate, we can see if it is increasing or not before a stimulus, thus we measure emotions of rejection or interest.
Types of Neuromarketing
Since all neuromarketing action is based on analyzing consumer reactions and trying to assess and measure the impact they generate and the emotions they create in the public, we find three types of neuromarketing according to the sense they stimulate:
Visual neuromarketing is focused on generating emotions through visual impacts, with the aim of creating an advertising campaign that captures the user’s direction and remains in the user’s visual memory for as long as possible.
If you are able to remember a very specific image from an advertisement or advertising campaign in recent years, it is because they generated a visual impact on you that lingers in your memory. That is the main objective of visual neuromarketing, although many times the mistake is made of getting an image whose visual retention is very high, but this is not associated with the brand, so only the product is remembered, or at worst In cases, only the image generated in the advertising campaign is remembered.
In this case, the advertising campaigns and video marketing focus on the use of sounds that activate specific consumer emotions: joy, euphoria or relaxation.
Music has a very powerful stimulating power, and incredible as it may seem, it is capable of modifying our buying behavior.
Auditory neuromarketing is used both to create catchy melodies that sound in advertising campaigns and that end up being associated with a specific brand, and in background music that is played in stores or in other physical spaces to encourage conversion.
We can also consider the actions of advertisements, which emphasize a sound or exaggerate (the crunch of chocolate, the bubbling sound of a soda when it is served, or the foam breaking from the first drink of a beer).
Through the use of smells, textures or even flavors, linesthetic neuromarketing tries to captivate its potential clients.
For example, a very recognizable smell that a certain clothing brand uses in its stores, if we go through a shopping street with our eyes closed, we can know which store that characteristic perfume belongs to.
The textures that different electronic devices have today are no coincidence, touch plays a fundamental role in how we perceive the brand or the product.
Even the flavors are designed so that we opt for one brand or the other, surely you have ever heard that “I like this drink more than this other” here plays a fundamental role how we perceive the product through its flavor, as this is also part of the brand.
How does our brain buy?
Stanford University conducted a study focused on understanding how our brain behaves when we have to make a decision and decide to make a purchase or not.
For example, as soon as we enter a sports store and see some sneakers, that is where our nucleus accumbens is activated to inform us that this product contains a stimulus called “reinforcement”, it makes us understand the advantages of buying this product.
This information is based on the limbic system, which is activating positive emotions about the object that we plan to acquire.
When we are in that dance of decisions, analyzing the first product, a second product with similar qualities, but lower cost, enters the scene. This will produce an almost immediate rejection of the first product due to activation of the insula.
The conclusions that were seen from this study is that the perception of the positive of a product is volatile, and that they depend on the environment that surrounds the product and the sensations that the consumer receives with it.
Most consumers think that they make purchase decisions based on reason (need to have a product, execution of their purchase) the reality is that first there is a process of attraction towards a certain model or brand, subjectively, since in the first instance it is not usually a decision made consciously. Once we have had that emotional identification with the brand, we try to argue our decision by establishing logical mechanisms (we justify ourselves, passing our emotional decision presupposing rational arguments).
Parts of the brain involved in the buying process
It is interesting to know the brain regions that are activated when we are going to make a purchase, since we have or think we need a product, the different sensations that the options we discover provoke in us and finally those that intervene in our final process to decide. for one option or another.
- The amygdala: it is one of the regions to which we must pay special attention, its main function is to process basic emotional information, such as fear hello anxiety.
- The hippocampus: it is responsible for retaining the information that we make use of when the time comes. It is linked to the most primary functions such as food is not sex. In the hippocampus is where all the actions focused on what we understand as compulsive buying are centered (letting go and buying a product without weighing or taking into account too many factors)
- Accumbens nucleus: responsible for executing the reinforcement in each purchase process, generating dopamine. It is in the hippocampus where addictions are generated, the ratification of achieving a goal, or the motivation to consume a product. Every reward system goes through the interconnected neural system.
- The insula: it is a kind of detector that generates rejection of a certain product or brand, if we have had a bad experience with an Apple product, it will be difficult for us to take this brand into account when changing mobile phones or buying a laptop. It is the great enemy of any emotional marketing or neuromarketing campaign, since it goes over any positive effect previously generated, if your island does not like a brand, you will surely not consume it.