What is Neuromarketing? Definition of Neuromarketing, Neuromarketing Meaning and Concept
Neuromarketing is a marketing discipline that analyzes brain processes, based on neuroscience, to find out the motivations of people when making decisions and thus take advantage of that information to promote the purchase of a certain product.
The term neuromarketing is a branch that is evolving within marketing. From the beginning it has suffered much criticism for considering that it was a way of manipulating people's emotions. However, the goal of neuromarketing is not to manipulate the mind, but to interpret people's wishes, to find out how the human brain reacts to certain stimuli.
How does neuromarketing work?
Before neuromarketing reached our ears, brands convinced customers with attractive messages. that is, they gave a reason to buy their brand instead of that of the competition.
However, now the way in which customers are reached goes further. Neuromarketing brings together traditional research with neuroscience. It does so through various techniques, such as encephalography, magnetic resonance imaging, eye tracking, or heart rate measurement. Thanks to these techniques, it is possible to obtain a reliable answer about what an advertisement transmits to a consumer. In this way, you can know if it is attractive enough for your brain, that is, if it creates stimuli. All this helps to understand the functioning of the human brain when buying, and in this way can be used to create ads in one way or another.
Every marketing process is linked to a research process, when a product goes on the market it has gone through many studies. The way in which a product is sold is studied in detail (color, format, price, place of sale, etc...). The aesthetics of the packaging is not a coincidence, nor is the media in which the campaigns are carried out. There are many details that are taken care of to reach a final objective, SELL.
How can neuromarketing influence us?
The field of action of neuromarketing goes beyond choosing the colors that a container must have to be attractive to a customer. It is about awakening stimuli in the consumer. How many times have we gone to the movies and the simple fact of smelling fresh popcorn has prompted us to buy it?
In recent years we have discovered that many clothing stores have decided to perfume their premises with a characteristic scent that identifies them. In this way, the consumer will know only by the smell that one of the stores of that famous chain is nearby, and the stimulus will make him approach it, to end up buying a garment.
The fact that the human brain is being studied sparks controversy. What's more, some opinions consider it manipulation, while others see it as the most reliable technique to respond to customer needs.
It will take time to see if this discipline manages to carve out a niche for itself among traditional marketing research techniques, overcoming impediments such as ethical values, or the high cost of research it requires.