Neuromarketing is a way that technology is combining marketing and brain research. Companies involved with this new form of research are connecting subjects to feedback devices to map out their real time responses to marketing stimuli.
EEGs ( Electro Encephalagram) and fMRI (functional Magnetic Resonance Imaging) are being used a clinical setting to provide feedback into what the brain is doing under various marketing presentations. The results are then used to tailor a marketing presentation to connect with the basic decision making parts of a customer’s brain.
How is Neuromarketing Different from Marketing Psychology?
Marketing psychology seeks to understand why people buy. It is the understanding of people’s thoughts, feelings and perceptions related to how they make a buying decision.
Neuromarketing also seeks to understand why people buy but this is done using sophisticated equipment that identifies which parts of the brain are responding to certain messages. Neuromarketing is designed to hit the centers in the brain that make the buying decision.
The 3 Brains
The New Brain– This is the part of the human brain that does all of the thinking and hard concepts. Do you need to figure out the hypotenuse of a right triangle with one side of 6 inches and another of 8 inches? (Don’t worry, I won’t make you do the math) You would use your Neocortex or new brain for this calculation.
The New Brain influences your decision making but it isn’t the real decision maker.
The Mid-brain– The Mid-brain is also known as the Limbic system is chiefly concerned with emotion and memory. Connecting with the Mid-brain with your content will require that you trigger emotional memories.
The Mid-bran is another decision influencer. The ultimate decision maker is not found here.
The Old Brain– The old brain is what people refer to as the Reptile Brain. This instinctual brain is ultimately the main decision maker. The other two parts of the human brain can override this decision but once made, most of your buying choices are settled.
When your advertising message connects with the Reptile Brain, the other parts of the brain need to work to stop the purchase. Your convincing is done. Now you just need to provide justification to the cognitive and emotional parts to make the choice stick.
The instinctual brain makes its decision immediately. When your message connects, the decision happens in under 3 seconds. Targeting this part of the brain when done well will compel your marketing efforts to succeed.
Neuromarketing Pros and Cons
There some controversy involved around this technique. These controversies involve the effectiveness of Neuromarketing. Many believe that it gives advertisers an unfair advantage by taking away people’s ability to make an informed choice. Other opinions feel that anything that can be done to increase sales or reach an audience that is initially reluctant to embrace a good idea should be used for the public good.
It all boils down to ethics. Is this used to benefit mankind or is it self-serving and manipulative?
There are several good books on the subject of Neuromarketing. I have found them to be a good source of information, you may find them to be beneficial to your own market strategies.
While these books are interesting, if you really want to get a leg up on your online sales, the membership site that you should look into is Wealthy Affiliate.
Within Wealthy Affiliate is a community of people learning to market on the internet with great effectiveness. We can help you to succeed!
Did you like this article? Do you think Neuromarketing is a Crock? Leave me a comment below and voice your opinion.