For those of you who might not be familiar with the topic, you must know that neuromarketing analyzes the consumers’ response (affective, cognitive or sensorimotor) to various marketing stimuli. The researchers aim to apply the principles they have in neuroscience to the marketing research. They use specific tools and technologies (such as MRI) to assess the activity in consumer’s brains.
Lots of companies nowadays rely on this relatively new branch in science, and from what it seems it is quite effective. Let’s see a couple of applications of the principles on which this science relies.
1. Baby Commercials
It has been scientifically proven that people pay more attention to commercials that have babies in it. However, neuromarketing showed that people are attracted to the babies’ faces, not the product in itself. The catch here is that people would look at the product only if the baby looks at it too, and companies started following this advice.
Neuromarketing managed to bring some interesting insight into the packaging process. We all know that attractive packaging is essential for customers, but to what extent? The studies made in this field have shown that customers dislike shiny packages. Frito-Lay is one example of a company that switched from a shiny to a matte type of packaging. Not everybody knows this, but in the process of redesigning packaging, companies use neuromarketing a lot.
Colors are extremely important when it comes to customers. They influence their moods and feelings and everybody wants them to feel good, right? One relevant example is Coca Cola and their famous red color. But they’re not the only ones since many companies choose their color based on neuromarketing studies. If you want to take advantage of this trick, make sure you know what effect each color has.
4. Too Many Decisions
Probably it happened to you too. You were at a restaurant and tried to decide what to eat, but there were simply too many options. This is, in fact, a serious issue which neuromarketing calls decision paralysis. Studies showed that the more options you have, the harder it is to decide. As such, you should not overwhelm your customers by offering them too many choices.
5. Fearing Loss
This new science branch showed us that people don’t like to lose anything. As such, if you want to convince somebody to buy from you, it’s important how you frame the decision. One alternative is to ask him to buy or not to buy. But an even better option is to make the customer think they’re losing something if they’re not buying. It makes sense, especially if you think about the “buy before it’s gone” marketing strategies.
Even though it’s quite a new branch around, neuromarketing has proved to be extremely useful for numerous companies. They have been using principles connected to the psychology of color, packaging or marketing tricks to conceive their strategies. And as it turns out, they had great results, which shows that neuromarketing is essential in today’s business.
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