Neuromarketing: Tapping Into the ‘Pleasure Center’ of Consumers


Upcoming Event on Neuromarketing in Social Media: RSV Here

Neuromarketing: Tricks of the trade: Many people are familiar with the Pepsi Challenge. In a blind-taste test, consumers are asked to choose between Pepsi and Coca-Cola—and to no one’s surprise, Pepsi wins.

However, a decade ago, neuroscientist Read Montague posed a question: If people truly prefer Pepsi over Coke, why isn’t Pepsi dominating the market? Hoping to answer this question, Montague created a Pepsi Challenge of his own, hooking up his test subjects to an MRI machine to track brain activity.

At first, about half of the participants said they preferred Pepsi; however, when Montague told them which samples were Coca-Cola, preferences shifted to three-to-one in favor of Coke.

Additionally, he observed heightened activity had in the prefrontal cortex, part of the brain that controls higher thinking; as well as in the hippocampus, which relates to memory. Montague concluded that the brain was recalling images and ideas from commercials, and that the thoughts and emotions connected to the branding were overriding reactions to the actual quality of the product. In 2004, he published his findings—and as a result, neuromarketing emerged from the shadows and into the public eye.

 

Upcoming Event on Neuromarketing in Social Media: RSV Here

 What is Neuromarketing?

Neuromarketing aims to better understand the impact of marketing stimuli, by observing and interpreting human emotions. The rationale behind neuromarketing is that human decision making is not so much a conscious process and the idea of the “homo economicus”, basis for the majority of economic models around, is out dated. Instead, there is more and more prove that the willingness to buy products and services is an emotional process where the brain uses a lot of short cuts to accelerate the decision making process.

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Neuromarketing studies which emotions are relevant in human decision making and uses this knowledge to make marketing more effective. The knowledge is applied in product design, enhancing promotions and advertising, pricing, store design and the improving the consumer experience in a whole.

The field lies on the intersection of neuro economics, neuroscience, consumer neuroscience and cognitive psychology.

What is Neuromarketing In Malaysia: 

Register for Neuromarketing Workshop

 Neuromarketing in Advertising:

Neuromarketing applied to advertising uses neuromarketing principles to develop ads and campaigns. While advertising is mainly a creative process, neuromarketing can add value by a better understanding the effects of ads on human beings. Neuromarketing is well developed in ad-testing on effectiveness. Predicting how well it is related to likability and sales. 

Neuromarketing is currently looking for ways to apply the knowledge around to apply knowledge on ad effectiveness in an earlier stage of the creative process. Neuromarketing in Consultancy Neuromarketing consultants use their knowledge from consumer neuroscience and apply it in consultancy jobs in the different areas of marketing. Neuromarketing in Business to Business It is rather unusual to state that purchase decisions in B2B environments are (at least partly) emotional. But these purchase decisions are made by the same brains as consumer decision making and it is unlikely that the principles for consumer decision making suddenly disappear once entering the office. Although there is currently not so much research around on this topic, it is expected that neuromarketing in B2B will grow in this area too.

6 Neuromarketing Principles: (that you don’t need an MRI to know)

  1. Don’t use “we,” or talk about your corporation. Focus on your customers’ pain point, not yours.
  2. Get to the point. Your message is competing with about 10,000 other messages sent to the brain daily.
  3. Be visual. Don’t just tell about a product; show it. And if you can’t show an image, create a mental image for your customers.
  4. Keep it concrete. Ads with facial expressions, which help decode people’s intentions, are one example.
  5. Close strong. People pay the most attention at the beginning and end of an ad. This will help ensure memory storage
  6. Use emotion. Surprise, laughter, fear, and anger all cause disruption— and thus, trigger memory.
 Upcoming Event on Neuromarketing in Social Media: RSV Here

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