Their goal was to understand what processes occur in the human brain when making a purchasing decision. Using this cutting-edge technology for visualizing brain activity, scientists were able to observe which neural connections are activated or suppressed during the purchasing process. This discovery has enormous potential for predicting whether a person will buy a certain product.
Tasks of neuromarketing
Tasks of neuromarketing
The findings of neuromarketing research are penetration data astounding. In his book Buyology: A Fascinating Journey Inside the Brain of the Modern Consumer, Martin Lindstrom describes a three-year study that led to some surprising conclusions:
Images of famous brands like Apple activate the same part of the brain that processes religious symbols.
The image of the MINI Cooper car evokes a completely different reaction – it activates the part of the body that usually reacts to faces.
And warning labels on tobacco products activate neural activity in a specific area of the brain associated with smoking habits. Even the subjects acknowledged the effectiveness of these warnings.
The use of neuromarketing can be useful for various projects:
identifying aspects of the interface or functionality of applications and websites in order to improve them and make them more attractive;
identifying advertising options that elicit the strongest response from the target audience in order to optimize advertising campaigns;
conducting product design testing;
search for more attractive and emotionally memorable formulations like “visit our website”;
the impact of advertising images on neural activity.
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Organizations face high costs for neuromarketing research, as neurotechnologists are expensive and require deep specialization. Many companies prefer to turn to specialized consulting firms with the necessary knowledge and experience.
