4 years ago
Marketing has long been the subject of humanities research. They are to gather scientific evidence to enrich our knowledge of sales techniques and perception of marketing messages addressed to potential customers.

Research in the field of neuromarketing are used in marketing and communication. The purpose of this discipline is to better understand consumer behavior by defining mechanisms occurring in the human mind when shopping and perception of adverts.

What is neuromarketing?

Neuromarketing examines brain responses when in contact with such stimuli as a brand, product, smell, color etc. used in advertisements. Thanks to this work the better selection of persuasion tools used to distribute marketing content is possible.

Neuromarketing research comfirm that in 100% cases the purchase decision is made not rationally but emotionally. Only after that we begin to look for a rational justification of our choices.
'Neuromarketing is the study of how people use brain to make decisions - which uses new tools to look at what is going on in the minds of consumers'
Patrick Renvoise

Why is neuromarketing necessary?

The main objective of the research in the field of neuromarketing is to help marketers and retailers to prepare more accurate campaigns and marketing messages. Neuromarketing may be the solution to:
  • the differences between the results of the research and reality
  • failure to launch products entering the market
  • ineffective advertising campaigns
  • wasting funds allocated for advertising
  • lack of effective models for creating marketing messages, including AIDA

Brief Historical Overview

The beginnings of neuromarketing can be traced in the United States. In 1979, EEG tests were conducted in order to prove that the ads which cause increased activity of the brain are much longer remembered by the public.

As early as 1990, scientists Rothschild and Hyun proved that advertising messages are better remembered when they first reach left hemisphere, and only then the right one. This initial theory seemed useless for a long time. Only in the year 2000 the issue was given much more attention and the thesis from the past were developed.

In 2004 a team of neurologists from Huston conducted a study of brands' influence on consumer decision-making, taking Coca-Cola and Pepsi as an example. It has been proven that the decision regarding the choice of a particular product depends on the value of the brand and customers' attitude towards the brand.

How does it work?

Neuromarketing studies were conducted using magnetic resonance. They checked what happens in the human brain while performing different tasks. It is most efficient and accurat that's why it's so often used. The researchers used magnetic resonance to conduct two tests.

In the first study, patients were trying a drink without a label. The results showed a fair distribution of preferences because patients chose their favorite drinks on the basis of preferred, actual tastes.

In the second study, they were given the same drink, this time in bottles with labels. The researchers noted that drinks with the Coca-Cola logo were much more often chosen.

The results of magnetic resonance showed that the brain was differently activated in both cases. In the first test, people used the areas of the brain responsible for sensation of taste and pleasure. In the second, regions associated with cognitive control, particularly working memory were active.

The researchers concluded that our preferences are based either solely on the perception or are a subject to cultural influences.

What is the future of neuromarketingu?

Neuromarketing is not commonly used by brands, mainly because of high costs of this kind of research. In addition, there are a number of limitations that arise due to a very long time of waiting for the results of the study. However, this area is still developing, and certainly in the future it will bring another surprising discoveries.

Only the biggest brands can afford neuromarketing tests. They include such giants as: Dior, Nivea, Ford, Unilever, Mercedes-Benz, Louis Vuitton, Coca-Cola.

Consumer approach to research of this kind is also a restriction. Neuromarketing is perceived as a form of manipulation. Some even believe that scientists in this field commit a kind of betrayal because science should be used primarily to prove true thesis, not to find new forms of deceiving mankind.
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