How to use neuroscience in marketing
Discover how neuroscience can help create more effective and emotionally engaging marketing campaigns
Published At: 05/12/2023
Marketing is a constantly evolving field, and neuroscience is one area that has been used to help understand how consumers make decisions.
Neuroscience applied to marketing is an approach that uses findings from neuroscience to better understand consumer behavior and create more effective marketing campaigns.
In this post, we will explore how neuroscience can be used in marketing and provide examples of companies that have successfully used this approach.
What is Applied Neuroscience in Marketing?
Neuroscience in marketing is when scientists use what they know about how the brain works to understand how people decide to buy things.
They use tools like MRI and EEG to see which parts of the brain get active when people see ads or products. Companies use this information to make ads and products that make people feel good and connected to the brand.
Using neuroscience can help in many parts of marketing, such as making ads, packaging products, deciding prices, and branding. By understanding how the brain works, companies can create better marketing plans and make more people interested in their products.
How Emotions Affect Decision Making
Emotion is an important factor in consumer decision making, and neuroscience can help us better understand how this works.
Studies show that emotions such as happiness, sadness, fear, and anger can affect brain activity and, consequently, decision making.
Often, people make decisions based on their emotions, even when the choice is not the most logical or rational.
This is because emotions are linked to the limbic system of the brain, which is responsible for processing emotional stimuli and generating emotional responses.
Emotions can influence decision making in several ways. When a person feels happy, they might take more chances and choose things that seem better, even if they cost more.
But when someone feels scared or sad, they might play it safe and choose things that are not the best in the long run.
Feelings can also change how people see information when they make choices. Someone might be more likely to agree with things that make them feel good, and not like things that make them feel bad.
Emotions can be very powerful in decision making, and it is important for companies to understand how they affect their customers.
When creating marketing campaigns, products, and services, it is important to consider how they can influence consumer decisions and how companies can use this to their advantage.
How to use neuroscience findings in marketing
There are several ways that companies can use neuroscience findings to create more effective marketing campaigns. One is to use emotion to create an emotional connection with consumers.
For example, a cosmetics company can create an advertising campaign that evokes feelings of confidence and self-esteem in women.
Neuroscience can help identify which areas of the brain are associated with these emotions and thus create a more effective ad.
Another way to use neuroscience in marketing is through the use of images or colors that activate certain areas of the brain.
For example, the color red is associated with emotions such as passion and excitement, while the color green is associated with feelings of calm and relaxation.
Companies can use this information to create product packaging or ads that appeal to these specific emotions.
Therefore, it can be stated that neuroscience findings can be used in marketing in various ways. Below are some strategies that companies can adopt:
• Understanding consumer behavior: Companies can use neuroscience to learn how people's brains work when they see different kinds of marketing.
This might mean looking at how people feel when they see ads, packaging, or other marketing stuff.
• Personalizing experiences: Companies can use neuroscience to make marketing more personal for each person. They can learn what each person likes and how they feel about things.
For example, an online store might show each person different products based on what they like.
• Creating more effective advertising campaigns: Companies can use the mentioned technique to create more effective advertising campaigns that evoke positive emotions in consumers and generate greater engagement.
This can include creating ads that stimulate specific areas of the brain, such as the prefrontal cortex, which is associated with decision-making and memory.
• Improving the user experience: Companies can learn how people use their products and services. This helps them create better experiences that are more fun and easier to use.
They can do this by studying people's brain activity when they use a website or app, which shows how they behave and what they like.
In summary, neuroscience findings can help companies better understand consumers and create more effective and personalized marketing strategies.
Examples of companies that have successfully used neuroscience in marketing
Some companies have already successfully used neuroscience in marketing, including Coca-Cola and Frito-Lay.
Coca-Cola used fMRI (Functional Magnetic Resonance Imaging) to better understand how the brand is perceived by consumers and which emotions it evokes.
The company discovered that the brand is associated with positive emotions, such as happiness, and used this information to create advertising campaigns that reinforce this association.
Frito-Lay used neuroscience to create a more attractive chip packaging. The company used fMRI to identify the areas of the brain that are activated when consumers look at a chip packaging.
Based on this information, the company created a packaging that appeals to these areas of the brain, making it more attractive to consumers.
To make it memorable, let's see a rhyme on the topic:
Neuroscience in marketing, what a discovery
Coca-Cola and Frito-Lay, the pioneers in this journey
fMRI helps to understand consumer perception
Creating ads that evoke positive emotion, a powerful connection
Frito-Lay used it to create a chip package so enticing
Activated brain regions to make it more inviting
Neuroscience in marketing, a tool so strong
Making campaigns more effective, all along.
Final considerations
Neuroscience can help companies create better marketing campaigns by understanding how people behave as consumers.
It helps by understanding how feelings impact decision-making, which can be used to create campaigns that generate positive emotions and a sense of connection.
By using images and colors that activate certain areas of the brain, companies can make product packaging and ads more appealing.
Using neuroscience in marketing can give companies an edge in understanding consumer behavior and making more effective campaigns that stand out in the market.