Neuromarketing

Neuromarketing is the neuroscience applied to marketing. It is the observation and the measure of the reactions of our brain submitted to different stimulis. It is applied especially to advertising area in order to study the cognitive and affective responses of the consumers towards advertising messages.

Thanks to this, we realized that context (moment, material) affects the cerebral treatment.

Technologies used are fMRI (functional magnetic resonance imaging) and electroencephalography. fMRI measures the change in activity in some parts of the brain. Electroencephalography measures some physiological changes such as heart rate, breathe…

A very famous example is Coca-Cola VS Pepsi.

Some years ago, a survey indicated that people did not prefer Coca over Pepsi when they ignored what brand they drank. But then, when they were aware of the brand, they preferred Coca to Pepsi.

Thanks to technologies such as fMRI, it was found that an unknow drink affected only the sensory part of our brain whereas an identified brain make react the emotional part.

This experience can be applied to every brand having the same functionality but not the same success. It means that publicity of a brand affects our brain and Coca found the good way to communicate. McDonald’s used neuromarketing to determine what kind of smell was considered as healthy to then introduced it in its European restaurants. The perception of the brand improved by 7%.

Neuroscience allows to understand the decision making process of consumers.

So, it is a further to traditional marketing researches when they are insufficient. Neuromarketing is very useful to understand deeply consumers and improve their loyalty. Nevertheless, it is very expensive so only the big groups such as Coca use it, event they do not recognize it officially because critics accuse firms to manipulate people.

So, we know Coca-Cola group uses neuromarketing. In the video below, you have the proof with Fanta. A 2011 ad is analysed. This ad make react emotional part of consumer’s brain. As explained in the video, decision and emotion are associated.

http://www.youtube.com/watch?v=zzmLc58pQ0w

http://www.dailymotion.com/video/xksukt_le-neuro-marketing-ou-comment-la-pub-rend-consommateur_lifestyle

Orangina also uses neuromarketing. They make sexual insinuations.

http://www.youtube.com/watch?v=qapC-YgAIz8

If you want to know more about Neuromarketing science, Martin Lindstrom is a specialist.
http://www.martinlindstrom.com/

Smiling Banana

Sources :

 What the consumer think
Neuromarketing definition

Les techniques du neuromarketing
Ecoconso

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