Neuromarketing

What is Neuromarketing?

Neuromarketing is a modern field in marketing that studies how irrational factors influence purchasing decisions. Such factors include sensations not directly related to the benefits of the purchase, such as colors, sounds, smells, and cognitive biases. For example, one study showed that in a supermarket wine section where German music was playing, customers were more likely to choose German wines, while during French music they chose French wines. Interestingly, when asked about their reasons for choice, they only referred to their preferences, unaware of the music's influence on their decision.

In a narrow sense, neuromarketing involves research that uses visualization of human physiological responses, such as pupil dilation, heart rate, or activation of specific brain areas. Technologies such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) are used for this. For instance, a price of 74,990 rubles may be perceived as more attractive than 75,000 rubles, making the purchase decision easier.

Neuromarketing Methods

Neuromarketers use various techniques to influence buyers' decisions, often applying invisible reactions that individuals do not have time to consciously process. Here are some of them:

• Use of Color: Colors can evoke different emotions: green is calming, blue instills trust, and black conveys status. Brands carefully select colors for their logos and designs.
• Use of Scents: Scents can significantly influence consumer behavior, as demonstrated by the Hard Rock Hotel chain, which increased ice cream sales by 45% due to the scent of cookies.
• Lighting: Studies show that lighting can significantly affect product perception. For example, clothing stores use bright lighting to stimulate purchases, while coffee shops prefer dim lighting to create a relaxing atmosphere.
• Cognitive Biases: These are thinking errors that occur when the brain simplifies information. For example, the bandwagon effect can lead a person to believe that a popular product is good simply because many people choose it.

Tools of Neuromarketing Research

Neuromarketing investigates factors that consumers are not aware of. For this, special technologies are often used:

• Functional Magnetic Resonance Imaging (fMRI): Allows visualization of changes in blood flow in the brain, helping to understand what emotions arise in consumers when making purchasing decisions.
• Electroencephalography (EEG): Records electrical signals from the brain, providing information about engagement and memory activation when perceiving advertising materials.
• Eye Tracking: Tracking the direction of gaze and pupil dilation, which helps to determine which elements attract consumers' attention.

Advantages and Disadvantages of Neuromarketing

Like any methodology, neuromarketing has its pros and cons:

• Advantages:
  • Objective Data: Neuromarketing provides accurate answers based on scientific research.
  • Accurate Sales Forecasts: Neuromarketing shows how people actually make decisions, allowing for more precise demand predictions compared to traditional surveys.
  • Unexpected Insights: Neuromarketing can reveal important aspects that were not previously considered.
• Disadvantages:
  • High Cost: Research using fMRI or EEG can be quite expensive.
  • Obvious Conclusions: Sometimes the results turn out to be obvious and do not provide new knowledge.
  • Risk of Damaging Customer Relationships: Some consumers may feel manipulated.

Thus, neuromarketing represents a powerful tool that, when used correctly, can significantly enhance the effectiveness of marketing strategies. However, it is important to remember its drawbacks and to use the acquired knowledge ethically to avoid losing customer trust.