Neuromarketing is today’s new marketing research field studying the cognitive, sensorimotor and the affective response of the consumers in the marketing stimuli. Researchers are using technologies like the FMRI (Functional Magnetic Resonance Imaging) in measuring the changes of activities in parts of our brain, Steady State Topography (SST) and Electroencephalography (EEG) in measuring the activity in particular brain response’s regional spectra, and sensors in order to measure the changes in your physiological state, which is known as biometrics. This includes respiratory and heart rate and galvanic skin response in order to learn why the consumers are making the decisions they do wherein the brain areas are responsible.
Neuromarketing research has been rapidly expanding in both business and academic sectors. As a matter of fact, companies specifically those that have large scale ambitions in predicting the behavior of consumer, invested on their science personnel, their own laboratories and partnership with the academia. Being present at about 10 countries, the Neuromarketing Business Association has centralized the academic certifications, publications and has been serving as a networking platforms for professionals in the industry. The companies like the CBS, A & E Television, Google, and Frito-Lay together with the others are using services of neuromarketing in measuring consumer thoughts on their products or advertisements. As the origin of the term used “neuromarketing” was attributed in 2002 to Ale Smidts, the fact is that the phrase has been used earlier.
History of Neuromarketing
Even though the term has been coined by Ale Smidts in 2002, the based for the devices of neuromarketing from Plato, a Greek Philosopher. Plato’s philosophy about drawn by 2 horses was the very first to link the human being into the mind. One horse is symbolizing the human emotion known as the system 1, whereas the other horse is presenting human reasoning known as system 2. However, until just recently, the consumer’s black box has been merely the horse of reasoning. Moreover, the chariot of Plato and the theory of the two horses was disregarded because it was much easier and simpler to investigate, to model and to forecast consumer’s reasoning than to predict their emotions. Consequently, Plato’s philosophy has evolved in neuromarketing concepts. One example of this can be seen on neuromarketing’s decision processing, the system 1 and 2.
Based on decision processing concept of neuromarketing, buying decisions of the consumers are relying on either system 1 or in system 2 processing or the theory of Plato with a chariot and 2 horses. The system 1 thinking is effortless, unconscious, intuitive, emotional and fast. On the other hand, the decisions driven by the system 2 are conscious reasoning deliberative, effortful and slow. In the behavior of the consumer, these processes are guiding the purchasing decisions every day. Moreover, Leon Zurawicki on his book “Neuromarketing”, a Professor and Neuromarketer, believes that purchasing decision has driven the emotions and mood of a person, which conclude that spontaneous or compulsive purchases have driven by System 1.
Concepts of Neuromarketing
The concept of neuromarketing has been developed by psychologist in 1990 at Harvard University. The technology is based on a model wherein the human activity’s primary thinking part for over 90 percent, which include the emotions, will take place in the subconscious area that is below the controlled awareness level. With this reason, the market’s perception technologist are really tempted of learning the techniques of the subconscious brain activity’s effective manipulation. The primary reason is to be able to inspire the desired reaction in the perception of a person as deeply as possible.
The Significance of Neuromarketing
For many years, there have been a misconception that hang around from which we are using only 10 percent of our brain at any time in processing our conscious thought. The statistics has been entirely misunderstood. The 10 percent of our brain is made up from the neurons whereas the remaining 90 percent is the glial cells. The true question have to be what behavior percentage occurs at the subconscious level. Our conscious awareness is only the tip of an iceberg.
Traditionally, the marketing research is looking at the conscious mind to ask the customer or the possible customers on the adverts and their experience on purchase in general. Even though crucial, this research is limiting the insight to what is actually satisfying and making the buyers tick. Neuromarketing researchers are much more deeply than this, learning how to market effectively to the deeper mind levels, motivating the real decision making. You might notice why it is usually overlooked. In marketing, the effectiveness is in the top and there is no sinister on that if your product or service is adding positive value. Marketing needed each of the chance it can in connecting with the people that you can satisfy.
Neuromarketing comes in its own by means of making a fundamental connection with your consumer and audience base. The research is doing this by testing with the fMRIs and EEGs while they are being engaged with the products and services and marketing. With this type of neuromarketers and testing scientists, they can identify the areas of the brain that have been stimulated from engagement, priming, and emotion and with the decision making. The level of science is ascertaining what goes on in people’s mind since people are moved through the communication or product experience.
Strategic neuromarketing is incorporating the neuroscientific knowledge to the marketing and business strategy. It is ensuring that marketing will directly appeal to the behavior operating under our awareness and our conscious kind. Both parts of ourselves have to be in coherence when our motivation is transcending into action. There are big headlines that may grab the attention in specific environments could be less effective than an attractive face that has dilated pupils which stares back at you. Language is operating in our mind as an abstract representation while our vision is a communication that is more direct in the brain, requiring less translating. Strategic neuromarketing is taking advantage of the truth that man are able to focus while the women are greater in multitasking. It looks on how the entire mind is informing how you engage your core market much more effectively. Neuromarketing is a framework in using your existing marketing techniques more effectively.