Broadly speaking, neuromarketing is a marketing discipline that studies the irrational factors influencing purchase decisions (such as color, sound, and scents). The main goal of neuromarketing is to understand the brain processes that drive a person to make a purchase. Neuromarketers have developed numerous techniques to influence buyers’ decisions. They often use reactions that people do not consciously recognize, such as physical sensations and cognitive biases.
In one experiment conducted in a wine store, either French or German music was played alternately. On days when German music was played, customers were more likely to purchase German wine, whereas French music led them to choose French wine. However, when asked about their choice, customers attributed it purely to their personal preferences and denied being influenced by external factors. This demonstrates that music influenced their decisions without them even realizing it. To learn more about neuromarketing techniques, read today’s blog post on BrandOn.
1. Color Theory
Green evokes calmness, blue conveys trust, and black signifies status. This may sound like metaphysics, but studies have shown that, for example, red actually increases heart rate, while blue lowers blood pressure. Therefore, companies carefully consider colors when designing their logos, websites, and retail spaces.
2. The Use of Scents
Scent is one of the most powerful tools in neuromarketing. It is highly effective because it reaches the brain faster than signals received from the eyes or ears. For example, Hard Rock Hotel increased ice cream sales by 45% simply by diffusing artificial scents of cookies and waffle cones.
3. Lighting
Studies have shown that customers respond differently to products depending on the lighting. In one experiment, researchers categorized consumers into three groups based on their psychological types: harmony lovers, adventurers, and discipline lovers. Each group responded better to a different lighting type. By using this data, retailers can design their stores to meet the needs of their target audience.
4. Cognitive Bias
Cognitive biases occur because the brain simplifies information processing. A simple example is the "bandwagon effect." If everyone is praising a new phone model, some people may assume it is truly excellent simply because many others believe so.
In a narrower sense, neuromarketing studies the factors influencing purchases that consumers are not aware of. That is why research in this field often includes technologies that visualize physiological responses to a product or advertisement. These technologies include FMRI (Functional Magnetic Resonance Imaging), eye tracking, and more.
FMRI captures changes in blood flow within the brain, helping researchers identify which areas become active when consumers make purchasing decisions. It is used to determine what emotions an advertisement evokes and how attractive a product is to consumers, thereby improving brand positioning and pricing strategies.
5. Eye Movement Analysis
When a person looks at something they find appealing, their pupils dilate. Tracking eye movements and pupil dilation provides insights into consumer preferences. This research helps enhance website design, packaging, and advertising materials.
Despite its advantages, neuromarketing has also been criticized for being resource-intensive. According to Ming Sun, a marketing professor at the University of California, Berkeley, the conclusions drawn from neuromarketing studies are often either already well-known or unremarkable. For example, FMRI might reveal that people react differently to the same beverage depending on its price. However, the same conclusion can be reached through simpler research methods.
Stay tuned to BrandOn’s blog and check out our post on Johnson & Johnson’s Rebranding for more insights!