Neuromarketing is a science that studies unconscious human reactions. It was born at the intersection of marketing, cognitive psychology and neurobiology.
The term “neuromarketing” was introduced relatively recently – in 2002. It was proposed by Professor Eil Smids of the University of Rotterdam. At that time, scientists wanted to better understand consumers, their reaction to various marketing stimuli by studying the processes in the human brain and body.
It turned out that absolutely all elements
The product influence the buyer: the shape and material of the packaging, its design, the background color, the size of the letters and the font, the text itself. The new zealand phone number library music playing in the room, its lighting, the temperature in the room and even the smells.
This marketing experiment clearly demonstrates the influence of irrational factors on customer choice: a wine shop played national music. On the days when the melody was French, customers bought more French wines. If the music was German, they bought German wines. At the same time, people explained their choice solely by their tastes, and denied the influence of the music. That is, it influenced their decision, but customers did not understand it.
Today, many large companies use neuromarketing
Research to study their audience, develop designs and advertising, and test interfaces:
Coca-Cola has created its own neuromarketing laboratories and tests the taste and appearance of products, slogans and commercials in them.
Nike used the smell of grass in one of its stores, which made shoppers associate it with a football match. Sales in the scented room increased by 80%.
Starbucks patents the scents of its coffee shops, just like logos, slogans and corporate interiors. In this way, it becomes a memorable part of the brand – an important marketing tool.
Google uses neuromarketing to evaluate the effectiveness of advertising elements in its services.
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In their research, neuromarketers monitor brain signals and physical reactions of the body, such as eye movements, increased breathing, or heart rate. All this helps the tg data company understand how consumers react to certain factors, how they choose a product or service. In this way, the company can predict the actions of buyers and choose the most effective approaches in marketing and advertising.