Probably in recent times you’ve heard a lot about neuromarketing. But, do you know what neuromarketing is? Do you know what strategies we can apply when selling our product or improving our brand image?
With this complete guide of neuromarketing you will discover what are the cerebral bases of the behavior of the real estate agent email list. In addition, you will learn which techniques are most frequently used to measure customer responses, which ones can be applied to your sales strategy and several examples of success stories.
And, the benefits of applying neuromarketing in the company show why more and more businesses are betting on this trend in order to get to know their clients better.
neuromarketing what is neuromarketing?
Neuromarketing is the application of certain neuroscience techniques to the field of marketing. Analyze which mental processes, both explicit and implicit, influence consumer behavior.
This discipline draws on both neuroscience and psychology. It helps us understand why some users make purchasing decisions or others and why they choose some products over others.
Neuromarketing helps to understand why users make purchasing decisions over others.
To infer the functioning of these mental processes, scientific studies are carried out in which the physical response of a consumer to a product is measured, based on psychophysiological techniques.
Most of these techniques focus on analyzing what changes occur at the brain level when we are observing a certain ad or a product. They allow us to see which areas that are activated in the brain of a person before a certain stimulus.
If during the visualization of a product areas related to the reward centers of a brain are activated (which produce pleasure) we can infer that the client is interested in buying it. However, if an advertisement produces the activation of the insula (brain area related to pain) it indicates that this product is not to the taste of the consumer.
Case study of Neuromarketing (Sony Bravia)
Differences between neuromarketing and emotional marketing
It is quite usual to mix or confuse the concepts of neuromarketing and emotional marketing. Although both are related to human behavior, they focus attention on different points.
Emotional marketing comes to explain how emotions work and how they can affect us when choosing a product. This branch of marketing addresses less “objective” psychological processes. However, it should not be underestimated because they have a lot of weight in the decision-making process.
Neuromarketing focuses on the brain and its functioning. It takes care of measuring the reactions of the users before a stimulus, checking the cerebral or physical changes. It is a broader concept because it encompasses all brain functioning and not only that which is related to emotions.Why neuromarketing is important in your Marketing strategy
We like to think that we are objective and we weigh our purchasing decisions based on logic. However, the truth is that your brain has much more to say about a product than you think rationally.
At the time of purchase, a series of brain mechanisms that operate automatically are unleashed. These are the so-called “shortcuts” or behaviors already learned that are usually defined by previous experiences, stimuli from the environment, etc …
At the time of purchase, brain mechanisms that operate automatically and determine our decisions are unleashed.
What we do is use a series of schemes that we have previously learned and that we have stored in our memory. These mental schemes are subconscious. In other words, a person can never objectively tell us what is really driving them to make a purchase decision.
A good neuromarketing study will allow you to:
Analyze the processes that occur subconsciously in the brain of consumers.
Observe how people react to an ad or product before launching it to the market.
Know better which areas of the brain are involved in the buying process.
Learn what mechanisms and brain pathways are activated when we decide to buy a product.
Save large sums of money by making sure that the product we are going to launch is interesting for our consumer.
As you can see, neuromarketing will allow you to get a lot of interesting information that you can apply to your brand strategy.
95% of purchasing decisions are made by our unconscious brain
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How the brain works: Applications to the purchase process
To better understand neuromarketing, it is convenient to learn some keys to brain functioning:
⦁ The brain is the most important organ of our body. It controls all our bodily processes and allows us to deal with the world.
⦁ Its correct name would be encephalon, which is the word that encompasses both the brain itself and the cerebellum. .
⦁ It is formed by neurons: nerve cells.
⦁ Neurons communicate with each other by sending substances called neurotransmitters. These are the ones that regulate our emotions, moods, etc …
⦁ Most of its processes occur at the subconscious level and affect our behaviors. Hence, they must be studied using techniques that allow us to see changes in different brain areas.
⦁ Usually 3 types of brains are distinguished, which are associated with the different stages of the evolution of the human being.
The 3 types of brain and consumer behavior
So that you can better understand the importance of the brain, let’s see what are the 3 types that are usually distinguished and that are associated with the different types of purchases:
The reptilian brain is related to instinctive behaviors and primary emotions. The parts that comprise it are the oldest structures at brain level and are usually located in the center of the brain.
This brain bases its reactions on the known and is related to more basic purchase needs, which do not require an exhaustive analysis of the product.
For example: when we choose a brand of cereal against another the decision is usually automatic. Although it is true that many times our mental schemes on a certain brand lead us to buy it directly without even considering alternatives.
However, even if we did not have a preferred brand, the decision to choose some cereals or others would take just a few minutes, since it does not require us to analyze a large amount of data.
Although it may seem that this is relatively simple, you will see that the matter can be quite complicated. Mainly because, in the functioning of the cerebral cortex, different psychological processes that occur in a habitual way in the human being influence.How higher psychological processes influence consumption
The psychological processes play an important role when making a purchase decision. These processes are quite complex and it would be interesting to study them separately. Below I summarize what are the 5 main psychological processes
- Perception / Attention: Processes that are responsible for gathering the information collected by our senses giving it shape. In this way we get an idea about the world and interpret it.
For example: sometimes you perceive more information than you think when you go to a store. This information is stored unconsciously and your brain can use it at a certain moment.
Has it never happened to you that you remember seeing something but you do not know where? It is probably an article that has drawn your attention unconsciously and suddenly appears in your mind. When that happens to you, you know who to blame. Your attention has decided that it was important to look at that, without you noticing.
To get the attention of a user, it is best to break with their established schemes. This way you guarantee that your product stays “recorded” in your brain.
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- Language: It allows us to communicate with our environment and establish social relationships. These types of relationships are basic to our development as people. Neuro-linguistic programming (NLP) has shown that the use of language can greatly influence how you perceive a product.
For example: in front of the objections of a client can ask open questions that make you rethink the purchase of a product. As long as we know how to apply these strategies correctly.
Has it never happened to you that you choose one product over another because of the slogan and / or the way of presenting it? No salesman has convinced you to buy a product that you were not too convinced of?
The way you use the language can be the key that invites the consumer to purchase your product.
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- Learning: This process allows us to incorporate behavior patterns into our repertoire. Thanks to these “schemes”, we can emit behaviors in a more automatic way. Which means less wear and tear to our brain.
For example: learning allows us to choose a product that has previously given us good results compared to other possibilities. Or you can also help us eliminate a product that did not satisfy us at the time from the list of possibilities.
Surely when you go to buy a product of a certain category you go directly to a brand. Why do not you try new ones? Maybe they better meet your expectations.
- Memory: Allows you to store the previously acquired learning. The memory facilitates us the memory of sensations, situations, etc … which end up facilitating the acquisition of a product. In fact, it is one of the processes that has more influence in the purchasing process.
For example: memory can help you retrieve information about your experiences with a product. Probably, more than once you bought a product without having read reviews about it. Especially if they are brands that we have stored as “trusted” because they have been used in your family for a long time.
- Thought: It is one of the most complex and complicated psychological processes to study. Thought helps us analyze ideas, find solutions to problems and, ultimately, move in our day to day. This process is influenced by the rest of those that we have commented and also interferes in all of them.
For example: in purchasing decisions that involve analyzing information, our thinking is finally what values the existing options to make a decision. To make the decision to buy a flat or a car you think a lot, because it is a decision that you should not take lightly.
The areas of the human brain associated with the purchase process
In addition to the subconscious processes, when we talk about buying behavior we can refer to specific areas of the brain that are activated during the same.
Research has shown that the areas that are most related to purchasing behavior are:
Reward circuits of the brain (ventral tegmental area, nucleus accumbens and prefrontal cortex): The reward circuits of the brain are activated when we are facing stimuli that cause us pleasure, producing the release of a neurotransmitter called dopamine. Buying is one of those behaviors that usually produce pleasure. So you can take advantage of this for your product
Amygdala: is the main focus of emotion management of our brain. Its activation can take us from joy to anger. It is one of the points that must.Which pathways are activated in our brain when making a purchase decision?
You already have a generic idea about the parts that influence the buying process and about the psychological processes. Now I am going to talk to you about the two cerebral pathways that act when choosing a product. The difference between both routes is the length of their route, allowing us to take one of them more quickly than the other.
Usually these two ways are distinguished:
- Fast route (stimulus – thalamus – amygdala): It is related to non-conscious purchases. Most of the times we make a purchase decision, we do it using this route.
You must bear in mind that this path is related to the most emotional parts of our brain. This implies that most of our purchasing decisions have an emotional component. Hence the importance of including emotional marketing strategies when selling a product.
For example: many times when we go shopping we end up acquiring things that we did not need but that have caught our attention for some reason. In these cases, the one that is directing our behavior is the fast path of brain processing.
- Slow path (stimulus – thalamus – cortex): This second path is the one that is related to the purchase actions of which we are aware. Sometimes we use this route when making a purchase decision. Although its use is usually less common.
For example: This route is usually activated when we talk about products that have a higher cost. What happens in this case is that, given that the outlay of money is greater, we like to weigh the pros and cons before buying. Mainly because taking a “quick decision” would imply not assessing the situation well and, as we will see later, when we have to spend money our brain “hurts”.
The importance of brain neurotransmitters in the process of choosing a product
Our brain function is greatly influenced by neurotransmissions, chemical substances that operate in our brain.
Neurotransmitters are chemical substances that influence brain activity and are related to the purchasing process.
Serotonin and Dopamine are the most important neurotransmitters that are related to the purchase process and they do it this way:
Serotonin is a substance related to happiness. In fact, those days when you get up with the feeling of “eating the world”, the chances are that your serotonin levels are high. It has been proven that serotonin levels are higher in the morning, which reduces the possibility that we buy a product.
That is, if we feel happy we do not need anything else. However, have not you noticed that if you go to a supermarket in the afternoon it is easier to buy sweet products? That’s your brain telling you that serotonin levels have gone down and that you need some element that causes them to rise again.
Sweet is usually an immediate positive reinforcement useful in these cases. The first because it causes serotonin levels rise and the second, because it also activates the reward circuits of the brain.Consumer behavior and its relationship with the Pyramid of Maslow’s needs
As you’ve seen before, the three types of brains that we distinguish can be related to consumer behavior. In addition there are certain personal needs that mediate in this process. This hierarchy of needs was picked up by Maslow in his well-known Pyramid.
maslow pyramid neuromarketing
This theory on motivation so widespread within the world of Psychology, comes to say the following:
For the human being there is a hierarchy of needs that motivate their behavior.
As the most basic needs are met, higher desires or ideas develop.
Basic needs have to do with physiological issues such as eating, sleeping or playing.
As we move forward in the pyramid, these needs encompass more complex issues such as the need for recognition or status.
In this way, if you notice, we can connect the three types of brains with these needs:
Reptilian brain: it is the one that would be related to the most physiological needs. Being the most basic type of brain is related to the functions that we consider adaptive like feeding, reproducing, etc …
Limbic system: given its more “emotional” character, it is the one that is more related to those needs that involve affiliation such as relating to others, having a partner, etc.
Cerebral cortex: as you may have imagined, it would be more related to the needs of, differentiation, etc … Since the cortex is more related to complex brain processes, it responds to those needs that are more “elaborated”. These needs respond to psychological processes of greater complexity.
Design your strategy by appealing to one type of brain or another according to your sales goals #Neuromarketing
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Techniques and Strategies of Neuromarketing to apply in your Marketing actions
There is a whole set of techniques that are used in studies of neuromarketing in a more usual way and that help to understand how the user behaves when making decisions.
Surely some like the “eye tracking” will be known. They are specific psychophysiological techniques that offer very reliable results about this behavior. Take note of the following:
Psychophysiological techniques of Neuromarketing
- Eye tracking
It is based on the observation of the eye movements of the candidate. Thanks to this technique we can see where a user directs a particular ad or product. For example, usually if there is a human face in an advertisement, it has been found that attention is directed first to that point. Especially to the area located in the eyes and mouth.
- Electroencephalography – Magnetic resonance – positron emission tomography
These techniques are encompassed together because they are all based on the changes that occur in the brain (either electrical or chemical).
The fact of using one technique or another will depend on how accurate our data is. You must bear in mind that, if you choose one of the techniques that allows you to better visualize the results, its cost will probably be quite high. These techniques can be used, for example, to detect areas of the brain that are activating with the presentation of an announcement clip.
- Measurement of galvanic responses
In this case what is measured is sweating or other types of responses that occur on the skin. It allows us to discover if a stress response or similar is occurring in the user. The fact that a person increases their level of sweating with the display of an advertisement usually indicates a stress response to it.4. Electromyography
It measures the reactions of the muscles, mainly those of the face. This is useful when it comes to defining the facial expressions that an image or the packaging of a product awakens. The different emotions are expressed by the movement of different groups of facial muscles. With what we can detect expressions of joy, disgust, etc …
- Heart rate measurement
Measuring the heart rate can also be extremely useful for measuring emotions of rejection or interest in a stimulus. That is, as with the measurement of galvanic responses, an increase in heart rate can indicate stress before a stimulus.
There are many techniques that can be used in a neuromarketing study. They are usually used in combination. The most useful are those that measure brain function because they reflect the data more accurately.
Neuromarketing best strategies to sell
Next I will give you a series of general strategies that you can apply. However, you should bear in mind that it will always be interesting to carry out a more exhaustive study based on your specific product. In this way you can adapt your actions even better:
- Sell to the emotional part of your consumer’s brain
As we have seen, our “emotional brain” has a lot to do with our purchasing decisions. Precisely for this reason it is important that you speak directly to him and leave a little more aside that “rational” part of the user (which is the one that has been advertising so far). How can you approach the emotional part of the consumer’s brain? I leave you a few more specific strategies:
▷ Appeal to your client’s mirror neurons: Mirror neurons are responsible for imitating behavior and empathy. Several studies have shown that using subjects that could be similar to clients and perform similar functions activate these neurons.
What does this mean? It is important that we meet with publicity that reflects us as users and that we awaken those empathic behaviors. For example, the last announcements carried out for the lottery draw incite empathic behavior by reflecting our day-to-day situations and in which we may see ourselves reflected.
It is important to awaken empathic behaviors in the user that make them see themselves reflected in what we show them. #Neuromarketing
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▷ Uses the “exclusivity principle”: This principle tells us that, on occasion, offering exclusive products can make people feel a special interest in getting them. Therefore, if you play well with the principle of exclusivity and the need for status, you can make a product with a high price sell relatively easily.
However, this will happen as long as your product is worth it. Because, as you will see in a moment, we are very sensitive to the perception of prices. If we see a product with a very high price and we consider that it is not worth it, we will not buy it. In fact, we will consider it a robbery.
▷ Use the “social identity” of your customers: as with the principle of exclusivity, social identity can be key when selling a product. When we refer to this term, we refer to the identity we acquire as people to be part of different groups (students, teachers, Madrid, etc)
If we get our product to be associated with a desirable collective, we will get people to want to acquire it. #Neuromarketing
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If we get our product to be associated with a desirable collective, we will get people to want to acquire it. For example, being part of the collective of users of Apple mola, mainly because the brand is associated with positive values. In fact, it is so “cool” that the cost of its products is always mitigated by its brand image.
- Set the sale price properly
Neuromarketing studies have shown that, when paying, activation of the insula occurs. This, as you know, is related to pain and implies that we must be very careful with the price we set in a product.
▷ Avoid using round figures when “labeling” your product: As far as possible we should avoid putting round prices on our products since, as several studies have shown, this causes the product to lose value.
For example, it does not look the same when we have to buy a shirt at a price of 20 euros that of 19. Or even 19.90. Either of the last two options will have a better reception than the first.If there is usually a product that has a certain price in the market, you may have to assume that price as an “anchor” to set yours. Since, in case you put a much higher price, people will not buy your product.
▷ The more forms of payment you enter, the better: It is important to establish several forms of payment. This way, you will give options to your user and facilitating the purchase. First, because paying with a card produces less “pain” to customers than doing it in cash.
In addition, if customers know that they have the option to finance a product, that pain is also often reduced considerably. For example, if you are going to acquire a product with a high cost, such as a state-of-the-art computer. It may be quite useful for you to be given the option to finance it.
- Make your product more attractive and familiar
In a market that is saturated with products it is extremely important to offer something that stands out and engages consumers. I leave you some brief tips to make your product more attractive than the others:
▷ Do not offer too many alternatives: When it comes to labeling your product, it’s best to opt for simplicity. If we offer many options in the end what we do is saturate information to the consumer.
It is important that your users have the ability to choose, but you should not exceed when offering alternatives. You could cause your users to become saturated and go to the competition. For example: you could give options to customize an article. Two or three options is ideal for your user to see that you consider special and that you can customize the product to your liking.
▷ Uses repetition: Repetitive stimuli, far from tiring our brain, help simplify information and create mental “shortcuts”. Many times we want our product to look nice and we ignore the fact that the brand has to be very clear.
Repetitive stimuli simplify information and help create mental shortcuts for the customer to quickly associate your brand.
How many times has it happened to you that you have seen an ad and you have no idea who sells it to you? This goes against the effect of mere exposure, which goes to say that the more we see a stimulus, the more we like it because it is more familiar to us. That is, your brand has to be clearly visualized. This implies that it is important that you know how to create a good branding strategy in which your brand is observed.
▷ It offers attractive packaging that attracts the attention of customers: Have you noticed that the packaging that customers like most are those that are related to the product but are groundbreaking? Why? Well, because what goes beyond our established schemes calls us to a greater degree the attention and, as a consequence, it remains engraved in our brain.
Try to awaken that “spark” in your customers but yes, without exceeding. You do not have to use this strategy in all your ads. There are, for example, fun packaging styles created to attract the attention of customers. You have already seen juice containers with the shape of the fruit to which the juice tastes (for example, a banana) or other similar styles.
- Make your product stay fixed in the memory of your customers
You can get an idea to be “fixed” unconsciously in the minds of our consumers in a very simple way. Follow the following guidelines to achieve it:Appeals to all the senses: It is very important that we learn to present our products in a format that awakens as many senses as possible. Other brands do not do it and it will allow you to create that “groundbreaking” effect of which we spoke in the previous point. In addition, the information that the senses collect goes to the sensorial memory and this allows us to acquire a lot of information.
Why not create your own melody? Music, in addition, is an element that greatly influences our memory and that can be used very effectively as a neuromarketing strategy.
▷ Use other formats such as images, video and paper: Various studies have shown that this type of format improves the retention of information by users. Whenever you can, include some eye-catching images or a video. You must take into account that the reception by the user will be better than if you do not.
▷ The difference between using simple typefaces or choosing complex fonts: Did you know that the font you use can also influence when making a purchase decision? Several studies have shown that simple typologies make our brain process more quickly, so they are usually preferred by users.
However, the slightly convoluted typologies imply that we have to pay more attention. Breaking the monotony and generating a greater memory. In this case, the fact that you decide to apply one or the other will depend on what you want to finally achieve.
▷ Have them play to complete the image: Our brain has a tendency to complete images, helping us with the mental schemes that it already has established. We can use this in the face of our advertising campaigns.
For example: offering an ad with an image that is not completely designed, will make our consumers work hard to complete the form. This small “cognitive effort” will cause the information to be recorded to a greater extent in the user’s brain.
▷ Opting for organic forms: We prefer organic forms versus forms that are more square. We also prefer those products that are associated with natural things. Examples: packaging of products that let us see part of their content or that remind us of the ingredients with which the product was made.
Tips to build customer loyalty
Create a feeling of belonging: When creating this feeling of exclusivity it is important to use an appropriate language, which invites you to see yourself as part of the group. Do you remember that we have already talked about NLP?
The group you want to integrate with must be associated with something positive. For example: the initial idea of Aquarius was to establish itself as a brand for athletes. This implies positioning a product with the idea of health and well-being.
Giving something is always useful: Offering a gift can be key to getting your users to fall in love with you. Keep in mind that you do not have to give something physical. Many times it is much more important to give something intangible but that can really be useful to the user. For example, if with the purchase of one of your courses you decide to give away a webinar or another short additional course, you will be able to activate your reward centers.
Offers discounts: Although we must be careful with them the truth is that offering discounts works. It is a way in which they can be “rewarded” for buying your product. This series of simple positive reinforcements will make the purchase behavior of hold over time.
Use testimonials to tell a story: Applying a correct storytelling could make you connect with your users. Show yourself as you are by indicating that you are like them (touching your mirror neurons). If your user sees that you are a close person, the “authority effect” that sometimes causes problems will be diluted.
The effect of authority comes to say that, when an information comes from a source that we consider respectable, we tend to believe it. However, in advertising this effect may cause your users to “get away” from you. Mainly because we prefer that they treat us as equals, not that they give us orders.
Activate all the senses of your clients: to obtain a propitious environment to generate a sale is to activate all the senses of our clients. This implies that you should not focus only on your product but you have to create smells, images or flavors that produce positive sensations in your target audience (and that can be associated with what you are selling). In addition, there are not too many brands that choose to use such a global sales strategy with what will also help you to differentiate yourself from the competition.Conclusions
Neuromarketing gives much more of itself than it may seem at first. So, if you like, let’s summarize the most important main points so you can have a global image:
⦁ Neuromarketing is based on neuroscientific studies and combines psychological concepts. Its main object of study are the brain processes that underlie purchasing behavior.
⦁ There are several psychological processes that occur consciously and that can also affect how the consumer sees a product.
⦁ The studies carried out in the field of neuromarketing are based on the use of psychophysiological techniques. These measure the changes that occur physically and at the brain level in users when they receive a stimulus.
⦁ The results obtained in the various studies conducted in this field have allowed us to develop various neuromarketing strategies that we can apply to our brand strategy.
⦁ The study of human behavior in general, and especially before the purchase process, is becoming basic to differentiate in an increasingly saturated market.
I hope this guide has been useful for you. Tell me your opinion in the comments! If you have any questions, I will happily resolve it.