Neuromarketing is the application of neuroscience to marketing. Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to measure a subject’s response to specific products, packaging, advertising, or other marketing elements.
In some cases, the brain responses measured by these techniques may not be consciously perceived by the subject; hence, this data may be more revealing than self-reporting on surveys, in focus groups, etc.
Neuromarketing will tell the marketer what the consumer reacts to, whether it was the color of the packaging, the sound the box makes when shaken, or the idea that they will have something their co-consumers do not.
How marketers can use neuromarketing
Marketing analysts will use neuromarketing to better measure a consumer’s preference, as the verbal response given to the question “Do you like this product?” may not always be the true answer. This knowledge will help marketers create products and services designed more effectively and marketing campaigns focused more on the brain’s response.
Neuromarketing: Three brain parts
Instinctive brain, known as the ‘old brain’:
Our instinctive brain makes decisions instantly based on the four Fs: fight, flight, food or f**k; these instincts are directly tied to our pleasure and survival. This area of the brain also regulates our automatic physiological functions like breathing and heartbeats.
Feeling brain, also known as the ‘mid-brain’:
Our feeling brain, mainly comprised of the amygdala and the hippocampus, serve as a ‘traffic cop’ between the old and new brain parts. Having evolved thousands of years ago, this region efficiently makes ‘snap’ decisions based on the hundreds of things we see and experience every day.
Evolved brain, also known as the ‘new brain’, or ‘neo-cortex’:
Our evolved brain is the ‘thinking’ part – it’s where our higher reasoning lives. If you’re doing the math to see if you can afford that new home, or reading this article, you’re using synapses and cells in this more highly evolved region.