What is neuromarketing?
Through neuromarketing, the techniques of neuroscientific investigation of the whole life are applied. To study how marketing impacts on the human mind. Through this science is measured the brain activity of the consumer, to study how the brain responds to various stimuli that have to do with the world of shopping, such as before an advertisement. You can also see how the person responds emotionally to a particular product.
Depending on the information they get from these studies, companies that use neuromarketing make decisions: for example, they change elements of advertising ads.
What techniques does neuromarketing use?
As a science that is, neuromarketing uses neuroscientific techniques, such as: positron emission tomography, encephalography, magnetoencephalography, and functional magnetic resonance imaging.
In addition to the above, he uses other techniques that can not be considered neuroscientific, but also serve to observe how the individual responds physiologically to the stimuli offered. Such techniques include: measuring your heart rate, galvanic skin response, eye tracking, and electromyography.
And then, why do we buy, according to neuromarketing?
Not even the consumer himself is aware most of the time of why he buys. But neuromarketing has more and more answers about how our brains behave before the stimuli that marketing offers. A special role in this process charge the emotions.
What emotions influence us when buying?
The neuromarketing has studied what kind of sensations are the ones that please the brain when buying, of which it flee and before which it simply does not respond. Let’s analyze below what the mind is looking for and what not at the time of buying.
What is the brain looking for? First, look for the novelty. Because this is what produces certain brain substances that makes us especially outstanding. The buyer responds with special interest when he is offered a new product, or one he already knew but from a point of view he did not know before.
Other sensations we seek are to feel good and to be rewarded. When we feel that way, the brain produces dopamine, a substance that can become addictive. Therefore, if in the buying process the product is offered in a way that makes you feel good and that rewards the buyer, this will feel such well-being, that can become a junkie by the action of dopamine.
The consumer also seeks to learn something from their purchases. It is a question of survival: learning new things has made us evolve as a species until we find ourselves at the point where we are today. When we buy something, we are unconsciously waiting for that product to have a role in our life, and to give us something we did not have in it.
When buying, the mind shies away from pain. Who has not heard someone say that when they feel bad, go shopping and feel better? This is because the brain produces endorphins when buying. When we make a purchase, we are trying to solve a problem or fill a gap with the product we purchase.
The mind seeks to live new things, and to express what it feels. When it does, the brain releases serotonin, which regulates the mood of the people. If we buy something that arouses an emotion in us, we feel good and we need to involve other people. That is why we are so inclined to tell what we have bought.
The seller, in order to be successful with his sales, has to get deeply into the emotional world of the buyer, sensitizing himself to him. He has to show his product in such a way that the consumer sees it as a solution to a problem, as something that will teach him something he did not know, or simply as something that will make him feel very good.
Taking all this into account, the studies of neuromarketing begin to produce results in figures, relating to human behavior when buying.