Neuromarketing: your brain knows what it wants to buy

The applications of neuroscience to marketing are the order of the day.

The benefits of neuromarketing psychology to our knowledge are unsuspected. As the decades go by, advances in psychology are being used by the sports world, medicine, education, and especially advertising and marketing.

The Neuromarketing is a relatively new discipline, which tries to create effective marketing campaigns from the knowledge we have about the human mind; specifically, the brain. Does it work? The results may surprise you...

Neuromarketing: getting inside the consumer's brain

It all started with the creation of a very simple technology: biofeedback. biofeedback. For many decades, psychologists are trying to learn more and more about human behavior and mental processes by analyzing physiological reactions, such as tension, electrical pulsation, sweating, pupil dilation, etc...such as tension, electrical pulsion, sweating, pupil dilation, etc... This is how biofeedback arises, which consists of, through what we know about these registers, making the person learn to relax or to control his state of anxiety by means of a small device that informs him about his physiological state with a sound or light.

It is very simple: the person lies down, puts his fingers on comfortable sensors attached to the small device and listens to a high-pitched sound. As the person relaxes, the sound gets lower and lower and slower. This simple technology is not just for learning to relax... but for much more. This is where Neuromarketing.

Why do some advertising campaigns not work?

Marketers and advertisers were tired of feeling that what was supposed to have an effect on consumers' minds was not working. Perhaps the problem was that they did not know well enough how the human mind works. So they started practicing neuromarketing.

How? began to apply knowledge of psychology to their studiesThey decided to study what advertising was most effective on people (using sensors on test persons, such as measuring pupillary response, eye movements, circulation, etc.). The results were very surprising...

Do campaigns telling us that tobacco kills work?

For years there have been campaigns that, with dismal and very unpleasant pictures on cigarette packs, tell us that Smoking kills, causes impotence or can destroy our teeth. However, the number of smokers is not decreasing. Is addiction the only culprit? Neuromarketing decided to study this case and discovered something surprising... This advertising increases the desire to smoke. The explanation is simple. The researchers showed the pictures and messages to both smokers and non-smokers.

Non-smokers found the images very unpleasant, and their physiological reactions indicated this. However, these people are not smokers, so they have no real relevance to smoking. The curious fact came when the smokers viewed the images. When they read the word "smoking" and saw images related to smoke, certain memories were activated in their brains, certain memories were activated in their brain and the desire to smoke increased.. Modern technology allowed researchers to demonstrate this.

Advertising that works: Harley Davidson

Harley Davidson is a classic motorcycle brand, with a very powerful image, even though they are not the motorcycles that everyone buys. They are very exclusive motorcycles, not the fastest or most powerful. However, the image of the brand is quickly associated with freedom, with a way of life, with speed, with personal power.

The researchers wanted to check how powerful the image of Harley Davidson was.which is usually the motorcycle accompanied by a biker with a beard and long hair. The experiment consisted of viewing photographs of various well-known people, including a biker with his Harley Davidson. The result of the experiment was the following: the Harley Davidson brand awakens the same areas in the brain as when a person visualizes an image of Jesus Christ. The brand has been associated with so much commitment and for so many years with freedom and a detached and genuine way of life, that just by preserving this image they gain followers, whether or not they are motorcyclists.

Neuromarketing, in short, is a way of bringing scientific advances in psychology closer to disciplines such as marketing.The main priority is to get to know people, their tastes, personalities and real needs. The goal: to make advertising more honest, effective and efficient, reaching the people who are interested and without bursting in where it is not welcome. To achieve this, what we know about our minds is fundamental knowledge.