Neuromarketing: your brain knows what you want to buy
The benefits that the psychology for our knowledge they are unsuspected. As the decades pass, advances in psychology are used by the sports world, medicine, education, and especially advertising and marketing.
The Neuromarketing it is a relatively new discipline, which tries to create effective marketing campaigns based on the knowledge we have about the human mind; specifically, the brain. Does this discipline work? The results may surprise you ...
Neuromarketing: entering the consumer's brain
It all started with the creation of a very simple technology: the biofeedback . For many decades, Psychologists try to learn more and more about human behavior and their mental processes by analyzing physiological reactions , such as tension, electric drive, sweating, pupillary dilation, etc ... This is how biofeedback comes about, which consists, through what we know about these registers, making the person learn to relax or control their state of anxiety through a little gadget that informs you about your physiological state with a sound or light.
It is very simple: the person lies down, puts his fingers in comfortable sensors that are attached to the small device and hear a high-pitched sound. As it relaxes, the sound becomes increasingly serious and slow. This simple technology not only serves to learn to relax ... but for much more. This is when the game comes in Neuromarketing.
Why some advertising campaigns do not work?
The marketers and advertisers were tired of feeling how, what was supposed to have an effect on the minds of consumers, did not work. Maybe the problem was that they did not know well enough how the human mind works. They then began to practice neuromarketing.
How? The marketers they began to apply the knowledge about psychology in their studies , and using technology in sensory registers, they decided to study which advertising was more effective in people (using sensors in the test persons, such as measuring pupillary response, eye movements, circulation, etc.). The results were very surprising ...
Do campaigns work to tell us that tobacco kills?
For years now there have been campaigns that, with unfortunate and very unpleasant photos in cigarette packs, tell us that smoking kills, causes impotence or can destroy our teeth. However, the number of smokers does not decrease. Is the addiction the only one to blame? The neuromarketing decided to study this case and discovered something surprising ... This advertising increase the desire to smoke. The explanation is simple. The researchers showed the photographs and messages to both smokers and non-smokers.
For non-smokers, the images were very unpleasant, and their physiological reactions indicated it. However, these people are not smokers, so they do not really have relevance in tobacco use. The curious fact came when smokers saw the images. By reading the word "smoking" and seeing images related to smoke, memories were activated in his brain and the desire to smoke increased . Modern technology allowed researchers to demonstrate this.
Advertising that works: Harley Davidson
Harley Davidson It is a classic motorcycle brand, with a very powerful image, even though it is not the motorcycles that anyone buys. They are very exclusive motorcycles, they are not the fastest or most powerful. However, the image of the brand is quickly associated with freedom, a way of life, speed, personal power.
The researchers wanted to check how powerful was the image of Harley Davidson , which is usually the motorcycle accompanied by a biker with a beard and long hair. The experiment consisted of viewing photographs of various known characters, among which was a biker with his Harley Davidson. The result of the experiment was the following: the Harley Davidson brand awakens the same areas in the brain as when a person visualizes an image of Jesus Christ. The brand has been associated with so much commitment and for so many years to freedom and a way of life detached and genuine, that only retain that image win followers, whether or not motorcyclists.
Neuromarketing, in short, It is a way to bring scientific advances in psychology to disciplines such as marketing , whose main priority is to know people, their tastes, personality and real needs. The objective: to make advertising more honest, effective and efficient, that reaches the people interested and without breaking where it is not well received.To achieve this, what we know about our mind is fundamental knowledge.
