Neuromarketing – What is neuromarketing?

Neuromarketing is a branch of marketing that is based on the application of neuroscientific techniques in marketing campaigns, with the aim of understanding the decision-making process and the motivations of the buyer persona when purchasing a specific product or service.    

Although this branch of marketing has been highly criticized, since some consider that it tries to manipulate the feelings and emotions of consumers, its techniques have had a great growth in their use in the world of marketing, since their main objective is the interpretation of people’s desires to improve campaign performance.  

It differs from emotional marketing in that it is fundamentally based on the consumer’s emotions while neuromarketing is based on stimuli.  

Main types of neuromarketing

We can distinguish different types of neuromarketing depending on the consumer’s senses that are involved:

  • Visual neuromarketing:  visual neuromarketing is based on the analysis of the consumer’s visual stimuli. It is considered one of the most important types within neuromarketing since this type of stimuli is the one that reaches the brain the fastest.

  • Kinesthetic neuromarketing:  Kinesthetic neuromarketing is based on the analysis of olfactory, taste and touch stimuli. It is one of the least used, since this type of stimuli is the most complicated to analyze.

  • Auditory neuromarketing:  Auditory neuromarketing focuses on auditory stimuli, analyzing the sounds that influence consumers’ purchasing experience.

Neuromarketing techniques

There are several techniques used in neuromarketing to analyze the influence of stimuli on consumers. Some of the most used are the following:

  • Facial Reading:  used to analyze the consumer’s facial expressions. It tries to analyze the shopping experience and level of satisfaction of a consumer through their facial expressions.

  • Electroencephalography:  used to analyze areas of activity in a consumer’s brain. To do this, electrodes are placed on the scalp that measure electrical currents in different areas of the brain.

  • Eye tracking:  Eye tracking is one of the best-known techniques and is used to analyze consumers’ eye movements. To carry out this technique, a high-speed camera is placed that helps determine the places where the consumer pays the most attention.

Examples of neuromarketing

Examples of neuromarketing can be found in everyday life, usually in everyday situations. Some of the everyday places where you can find neuromarketing every day are:

  • Shopping carts:  supermarkets sometimes deliberately make their carts move to one side, and they take this into account when placing their products on the shelves.

  • Smell of food:  when you walk past a movie theater and it smells like popcorn, or near a bakery and it smells like bread, these are often neuromarketing techniques that try to attract consumers through their sense of smell. .

  • Product location:  when going to a store or supermarket it is more common to find top brand or more expensive products more easily than inexpensive ones.