What is neuromarketing
Posted: Mon Dec 23, 2024 1:22 pm
What is it that primarily motivates a consumer to buy a product? What are the elements that affect their decision-making? What happens in their mind? Neuromarketing is a discipline that arises from the combination of neuroscience and traditional marketing . It is perfect for anticipating and explaining consumer behavior and the logical patterns that they generally follow: their attention is captured by a product or service, they accumulate the maximum amount of information about it, they determine how much they are interested in it and then they make the decision to purchase it or not. It's that simple!
Types of neuromarketing
Visual: based on the sense of sight. That is, how germany address and phone number the consumer perceives the world through the eyes.
Auditory: Based on how the consumer perceives the world through the sense of hearing.
Kinesthetic: covers the senses of touch, taste and smell. It is used in product tastings and presentations.
Most relevant neuromarketing techniques
Eye-tracking: studies where users focus their central vision (fovea) by rotating their eyes. The fovea determines the point where the user sees most clearly.
Biofeedback: Measures user reactions and emotions while watching a commercial or testing and experimenting with a product. Measures changes in breathing, pupil dilation, blood pressure, and the like.
What does neuromarketing measure?
Attention: determines the factors that attract the consumer's attention the most, always using elements of everyday life such as people, colors, noise, environment and elements displayed in advertising messages.
Emotion: Determine which points the user likes the most in order to locate the items that will be highlighted in an advertising strategy. It is extremely important to obtain each and every one of the empathetic emotions that will encourage the purchase.
Memory: seeks to identify those elements that are easily remembered by the subject. This study is done with the purpose of highlighting those points in a subsequent advertising and marketing strategy.
Advantages of neuromarketing
· It seeks to discover in an organic and natural way the relationship between the user's thoughts and behavior.
· It reduces the risk for companies since it contributes to the creation of products and/or services according to the consumer's requirements.
· The tools and methods applied are very precise because it is impossible to manipulate the unconscious responses of the subject of study.
Disadvantages of neuromarketing
· It does not take into account the subjectivity of the subject of study, ideas, experiences, feelings, etc.
Types of neuromarketing
Visual: based on the sense of sight. That is, how germany address and phone number the consumer perceives the world through the eyes.
Auditory: Based on how the consumer perceives the world through the sense of hearing.
Kinesthetic: covers the senses of touch, taste and smell. It is used in product tastings and presentations.
Most relevant neuromarketing techniques
Eye-tracking: studies where users focus their central vision (fovea) by rotating their eyes. The fovea determines the point where the user sees most clearly.
Biofeedback: Measures user reactions and emotions while watching a commercial or testing and experimenting with a product. Measures changes in breathing, pupil dilation, blood pressure, and the like.
What does neuromarketing measure?
Attention: determines the factors that attract the consumer's attention the most, always using elements of everyday life such as people, colors, noise, environment and elements displayed in advertising messages.
Emotion: Determine which points the user likes the most in order to locate the items that will be highlighted in an advertising strategy. It is extremely important to obtain each and every one of the empathetic emotions that will encourage the purchase.
Memory: seeks to identify those elements that are easily remembered by the subject. This study is done with the purpose of highlighting those points in a subsequent advertising and marketing strategy.
Advantages of neuromarketing
· It seeks to discover in an organic and natural way the relationship between the user's thoughts and behavior.
· It reduces the risk for companies since it contributes to the creation of products and/or services according to the consumer's requirements.
· The tools and methods applied are very precise because it is impossible to manipulate the unconscious responses of the subject of study.
Disadvantages of neuromarketing
· It does not take into account the subjectivity of the subject of study, ideas, experiences, feelings, etc.