Post by account_disabled on Mar 5, 2024 4:46:55 GMT -5
Neuromarketing aims to analyze which areas are activated when a certain stimulus occurs. And the first attempt to demonstrate what happens in the human brain in the presence of a certain product dates back to 2003 , thanks to a study held at Baylor College with professors Read Montague and Samuel M. McClure. Pepsi vs. Coca Cola The professor and neuroscientist asked two groups of people to choose between two drinks, Pepsi and Coca Cola. One of the groups knew the contents of the two glasses, while the other was totally unaware. And this had an effect on the final results. All subjects were connected to a specific machine, the fMRI (functional magnetic resonance imaging) capable of monitoring the areas of the brain that were activated at the time of intake. Those who did not know the contents of the two drinks tended to prefer Pepsi , and while drinking the drink the brain activated the ventral putamen, an area involved when appreciating a taste. The other group, who knew the distinction between the two products, expressed a preference towards Coca-Cola. In their case, it was the medial prefrontal cortex, involved in judgment, that was activated . Coca-Cola, therefore, relied on an emotional component, an image and values which, when drinking the two drinks, made the difference. And they had more weight than the taste of the products themselves. So what does the experiment tell us? That what a brand represents beats what it offers, and that consumption decisions are often influenced by an irrational and emotional sphere , which involves the unconscious.
This is why it is important to study neuromarketing. Brands and neuromarketing: how they can apply it A business approach that takes neuromarketing and its principles as reference can help in making communications effective. Neuromarketing, in fact, allows you to optimize the user experience, both online and offline. As? Through the use of design, colors and communication techniques - for example - to maximize the attention of users and potential customers, creating emotional connections with them. Therefore, neuromarketing can really be applied 360° in a company's communication : let's see how. Color psychology Colors have a particular impact on our emotions and, more generally, on our brain : each of them, in fact, recalls specific sensations. And the choice to prefer one over another can really make a difference , completely changing human perception. Although it is important to specify that the perception we have of colors is very linked to our perceptions, there are guidelines that tell us a lot about the values and characteristics that Belgium Phone Number each color can arouse. If you want to know more, we recommend that you read more about this article on the meaning of colors in marketing , on our blog.
The online experience In fact, even a brand's social channels can be designed and built in such a way as to facilitate use by a user, and this also applies to the website, which represents a bridge for the purchasing process. One of the main techniques of Neuromarketing, in fact, is Eye Tracking , which allows you to measure the point of observation of the eye, with the aim of studying what the eye focuses on most and what it looks at most often . This technique can be very useful for optimizing the online experience, as in the case of a CTA , in order to increase its visibility through strategic insertion. Conclusion In conclusion, while traditional marketing investigates people's conscious responses, which have their own weight, neuromarketing deals with everything that concerns the non-conscious . That is, the impulses and emotions that say so much about our behavior and influence decision-making processes. Neuromarketing, therefore, investigates the unsaid.
This is why it is important to study neuromarketing. Brands and neuromarketing: how they can apply it A business approach that takes neuromarketing and its principles as reference can help in making communications effective. Neuromarketing, in fact, allows you to optimize the user experience, both online and offline. As? Through the use of design, colors and communication techniques - for example - to maximize the attention of users and potential customers, creating emotional connections with them. Therefore, neuromarketing can really be applied 360° in a company's communication : let's see how. Color psychology Colors have a particular impact on our emotions and, more generally, on our brain : each of them, in fact, recalls specific sensations. And the choice to prefer one over another can really make a difference , completely changing human perception. Although it is important to specify that the perception we have of colors is very linked to our perceptions, there are guidelines that tell us a lot about the values and characteristics that Belgium Phone Number each color can arouse. If you want to know more, we recommend that you read more about this article on the meaning of colors in marketing , on our blog.
The online experience In fact, even a brand's social channels can be designed and built in such a way as to facilitate use by a user, and this also applies to the website, which represents a bridge for the purchasing process. One of the main techniques of Neuromarketing, in fact, is Eye Tracking , which allows you to measure the point of observation of the eye, with the aim of studying what the eye focuses on most and what it looks at most often . This technique can be very useful for optimizing the online experience, as in the case of a CTA , in order to increase its visibility through strategic insertion. Conclusion In conclusion, while traditional marketing investigates people's conscious responses, which have their own weight, neuromarketing deals with everything that concerns the non-conscious . That is, the impulses and emotions that say so much about our behavior and influence decision-making processes. Neuromarketing, therefore, investigates the unsaid.