Neuromarketing: How The Brain Guides Buying Power

Target marketing the brain
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The word may sound very scientific, but the concept of neuromarketing is quite a straightforward one, and one driven by logic. Neuromarketing involves the use of brain imaging technology to study the brain’s response to certain external stimuli, i.e. monitoring how the brain responds to things like packaging, advertising, the actual product, etc. The premise is that the brain responds directly to the particular perception of what the senses experience. Often, the conscious mind isn’t involved at all, making for a much more honest response to outside stimuli.

Moreover, a specific stimulus may be found to trigger a consistent set of responses, for example the desire to try something new. The general idea then, is to pinpoint exactly what these stimuli are and how to duplicate them in future in order to recreate the same response.

It’s not hard to see how neuromarketing can be a very useful tool, and it’s a selling-science that can be applied in just about every sector, from the online casino industry to banking, to selling houses, or even ice cream!

Effectively Using Neuro-Manipulation

Despite neuromarketing technology being relatively new, many examples of how the brain responds in a certain way to certain outside influences do exist.

One of these is the concept of eye gaze. Whilst it’s definitely true that babies appeal to our softer, more pliable sides, and that advertisements involving babies and products often yield better results than those without the presence of the infant, recent studies have shown that we have been doing it all wrong.

The initial idea was to focus the viewer’s gaze on the face of the infant. However, marketers have now realised that as soon as the viewer’s focus is directly on the baby’s face, the focus is no longer on the product, and less likely to return to the product at any point during the commercial. The better alternative, it was found, was to focus the baby’s gaze on the product that the commercial hoped to sell. This, in turn, proved effective towards focusing the viewer’s attention on the product too.

Another prime example is the power of packaging. Marketers have always realised that presentation is everything and that we respond better to products that are presented in an appealing manner, than to the alternative.

Neuromarketing takes this concept even further, having established with the help of brain imaging, that customers respond better to matte packaging than to anything wrapped in shiny packaging.

The impact of colour on our mind
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Colour, too, plays a big role in any effective marketing campaign. Colours are well known to result in a wide range of emotions, with certain colours consistently tied to certain emotions and responses. The study of the brain’s responses when confronted by certain colours has been well documented, and it’s been shown that blue appeals to professionals, red will catch anyone’s eye almost instantly, and deep browns and gold’s draw in anyone who loves luxury and opulence.

It’s Not What You Say

Promoting buying potential
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The bottom-line is that people are averse to losing. Nobody wants to lose. Just as soon as loss is beckoning in the doorway, we avoid the doorway. The logical application? When two options are presented, and one as a loss, people will almost without fail choose the other option, irrespective of whether it’s all that attractive an alternative in the first place.

The presentation of a product as NOT being a negative will therefore yield much better results than simply posing one product as a positive and the other as a negative. A great example of this is when a more expensive product advertises itself by highlighting a loss. For example, a $1,000 furnace may advertise by saying that you can save $100 on your electricity bill in Winter- so for an extra $900 you can save $100!

The conclusion then is that people want to consistently experience something to not be a loss, and not be a negative. These experiences and products will be the ones they ultimately gravitate towards and neuroscience marketing is sure to capitalize on this in every way.