Principles of Neuromarketing

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Emotional Impact and Brain Activation

Since any stimuli are first followed by an impulsive human reaction, and only then comes the realization that it is necessary to make a choice of alternatives, a business must strive to create the right impression of a product before studying it in detail. In marketing, the ability to study instant stimuli has become of great importance. With a pakistan mobile phone numbers database positive reaction, the chance increases that a potential client will want to learn more about a particular product.

Neuromarketing, like neurobiology, studies emotional impact using encephalography. Each participant in the test is exposed to various stimuli, while the impulses that arise in the cerebral cortex are monitored in real time. Depending on their strength, reactions can be determined that arise in various areas of the brain, which the subject himself is unable to describe.

The role of unconscious influences on decision making

Such a direction of neuromarketing as neuroforecasting allows making predictions regarding the behavior of fairly large groups of people in the process of analyzing and researching the core of the target audience. Stanford University professor Brian Knutson has convincingly proven in the course of his work that with the help of color, the arrangement of goods on the shelves of a shopping center and some other techniques, it is possible to increase the probability of a purchase several times.

Principles of Neuromarketing

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The most common unconscious process is the balance of novelty and ignorance. After all, a person who has been buying the same tried and tested product for years is unlikely to change it for a new and unknown one. For this reason, many companies develop similar packaging, the style of design of retail outlets, signs, and so on. If a consumer sees something familiar, then he is more likely to go there, and not to a competitor's counter.

The Importance of Context and Visual Stimulation

Vision is the key way to understand the world around us. It is with the eyes that people receive most of the information, and when it comes to Internet marketing, all 90%. Recognized neuromarketing expert Arndt Treindl has identified several key points in the work of the human brain as a result of his research:

Color has a certain influence on the psychophysiological state of people. For example, red attracts attention, black has a depressing effect and causes melancholy, but at the same time evokes associations with luxury.

The wider the smile and the more positive emotions, the higher their attractiveness. The heroes of commercials often smile after purchasing the advertised product, and since the consumer associates himself with them, he is likely to like this product.

Negative context is more effective than positive. If you pay attention to the possible relief from difficulties, and not to pleasures, then the chance that the client will buy the product increases many times, since each person will prefer the elimination of problems to the ephemeral pleasure of buying.