You know your own mind, don’t you? When you buy something, you weigh up the pros and cons before making a decision . . . or do you?
Facebook is going to find ways of making your brain light up. The $435 billion company is investing in a science lab to track the decisions people make when choosing a product or service, then adapt marketing techniques to influence their decisions. Welcome to the world of neuromarketing brought to you through neuroscience.
We’ll take you through the four things you need to know about neuromarketing and uncover what goes on inside your head.
#1 What is Neuromarketing?
Neuromarketing uses the tools of neuroscience to understand consumers’ behaviour. This might be through monitoring changes in heart rates, respiration rates, facial expressions and changes in skin perspiration to understand our emotional responses to marketing messages.
#2 What’s going on in our brains?
There are two aspects of our brain in neuromarketing known as System 1 and System 2. System 1 is your rapid-response system – your gut reaction. It is emotional, unconscious and fast. So, if you see someone smiling you know, through experience, that the person is demonstrating friendliness and warmth. System 2 is reasoned, conscious and relatively slow. There is a belief that purchasing decisions are guided by System 1
#3 How is this knowledge used?
Simply, neuroscience measures consumer reactions to marketing messages and products. Messages can be adjusted so they meet the needs of the consumers and change their behaviour.
#4 Give me some examples
Neuromarketing research for a snack company showed that people like matt packaging more than shiny packaging. They changed the packaging. A baby product ad had an image of a baby gazing towards the front. Researchers discovered that when the infant looks face on, viewers will be far more focused on the baby’s face rather than focusing on the product. However, if the infant is directing its gaze at the product then the viewer will focus on the product too. Marketeers have taken this on board, to ensure the consumers focus on the product, rather than just the baby.
Read some more examples from www.imotions.com here
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