A new field called neuromarketing has emerged that uses brain imaging techniques to measure people’s responses to marketing stimuli.

Neuromarketing research has shown that emotional responses are more predictive of consumer behaviour than cognitive responses. As a result, neuromarketing can provide marketers with valuable insights into how consumers really feel about their products and services. In the future, neuromarketing could possibly play an increasingly important role in marketing communications.

How neuromarketing works.

Neuromarketing research is based on the premise that emotions play a more important role in decision-making than cognitive processes. The goal of neuromarketing is to understand how the brain processes marketing messages and identify the subconscious factors that influence consumer behaviour. To do this, neuromarketers use brain imaging techniques such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG).

Using fMRI, neuromarketers can observe which areas of the brain are activated when people view marketing stimuli. This provides insights into which emotions are being generated by the stimuli. EEG, on the other hand, measures electrical activity in the brain and can be used to track changes in brain activity over time. This allows neuromarketers to see how consumer moods and emotions change in response to marketing messages.

The benefits.

Neuromarketing can provide marketers with valuable insights into how consumers really feel about their products and services. By understanding how the brain processes marketing messages, marketers can create more effective campaigns that resonate with consumers on a deeper level.

In addition, neuromarketing research is not limited to advertising; it can also be used to study other aspects of marketing such as packaging, pricing, and store design. As a result, it has the potential to help marketers optimise all aspects of the consumer experience.

As consumer behaviour continues to evolve, so too must the techniques that marketers use to understand it. Neuromarketing is a relatively new field that is quickly gaining popularity due to its ability to provide valuable insights into how consumers really feel about products and services. In the future, this form of marketing is likely to play an increasingly important role in as more companies look to capitalise on its potential.

Last updated: November 18th, 2022

By understanding how the brain processes marketing messages, neuromarketers can create more effective campaigns that resonates with consumers on a deeper level.

Neuromarketing research has shown that emotional responses are more predictive of consumer behaviour than cognitive responses.