When the brain is not enough: The pending challenges of neuromarketing

Shopping centers where the consumer quickly identifies the smell of a bread oven when entering (and chases it until he finds the source of such a tempting stimulus), banks that smell like something that looks a lot like coffee and in which music plays that awakens our confidence or clothing stores whose fragrance is quickly recognized and identified no matter how much one is in a shopping street full of establishments: all these are common realities that every consumer has lived in recent years and all of them are, equally, elements that drive or modify our consumption habits. Consumers now have nothing to do with just trying to convince them with attractive messages Ghana Mobile Database. Now brands also know how their brain works and therefore seek to create the stimuli that will make them respond to their products. It is what is known as neuromarketing and what has become one of the hot spots when it comes to marketing in recent years.

It is not, as experts often point out, to manipulate consumers by touching their brain, but rather to study their brain to find out what they really want and what they really want. Neuromarketing studies study the brain’s responses to the messages that are proposed to them to find the most effective and closest responses. And, sometimes, responses to neuromarketing studies end up shattering long-established ideas: a study on smokers, reported by Martin Lindstrom in Buy logy , pointed out that the dissuasive messages of tobacco packs did not actually have a positive effect because more than putting fear they activated the zone associated with the pleasure of the dangerous.

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The uses of neuromarketing are varied and can reach many industries. Not only do they touch the clearest stimuli but also elements that may seem less influenced by what is part of our irrational self and that nevertheless may or may not lead to a purchase. Thus, neuromarketing is also a key element when setting prices and some studies have analyzed how consumers respond to certain amounts. Neuromarketing is used , for example, in the world of ecommerce, where it has been used to study what is the design of the store that improves consumer response and eliminates entry barriers.

And curiously, neuroscience studies on how the human brain responds to online shopping has indicated that the recommendations (the ‘could be interested in this’ or ‘the buyers who took this too’) arouse a certain feeling of fear because they make you fear that you will end up spending more than expected Brother Cell Phone List. But it is not the only surprising application that can be seen of neuromarketing: it is also used, for example, to see how age groups really differ. Different studies and analytics have shown that a Golden Generation buyer is not the same as a millennial, a baby boomer than a member of Generation Z.

Neuroscience delves into seeing how their brains respond and establishing how their responses differ . The brain is not enough But to reach the consumer it is not enough to know what their brain wants or how it will respond to any element. For example, fear is a great resource to get a person’s attention and one of the great motivators to act. Consumers don’t want to feel scared and are willing to get ahead of anything so as not to fall for those things that scare them (and all the ads for products that will save cholesterol and the like can be a good example of this), but no brand should stick with just that idea. Because the message has to be marked by many more things.

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Bob Deutsch, neuroscientist and president of Brain Sells, explains that this knowledge, these images that are known to work, can be used to create advertising messages (although you do not necessarily have to use those specific ones). Deutsch defends and remembers that the product you are trying to sell has to fit the life and needs of consumers. “Everything else is rubbish,” he says. Because, in reality, it is not worth knowing what emotions things arouse, you also have to study the position in which they are and the elements that surround them.

You have to take the context into account. Is there a bubble? And since neuromarketing has become a fad and an issue that everyone talks about, the fear that it is really nothing more than a bubble, that a trend driven by the fact that everyone sings his feats, it would not be something strange. Deutsch himself believes that emotions are being given a lot of importance as unique vectors, although there are more elements to take into account (we repeat: the context is as important as the feeling that is generated).

Others believe that neuromarketing is in the hype period (that cycle of over expectation defined by Gartner: everyone expects a lot from it and it still needs to be adjusted to see what role it will really play in the market). So there has been a kind of race in amazing studies, total statements and unbridled growth of expectations as if the new tool could solve everything. “In recent years, it has been the Wild West of neuromarketing with ‘neuro-cowboys’ making outlandish statements,” accuses ComputerWorld Michelle Murphy Niedziela, chief scientific officer at HCD Research. Murphy Niedziela recalls that, indeed, you can measure the brain waves of anything or any stimulus, but that reading those measurements is not something that anyone can do or that can be done in any way.

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