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How Neuromarketing Works (And Why It’s So Cool)

How Neuromarketing Works (And Why It's So Cool)

Neuromarketing is an emerging field that studies how people make decisions and the neural correlates of these decisions. It is a combination of psychology and neuroscience. 

Neuromarketing focuses on consumers' brains, how they process information and respond to various stimuli, and how marketers can exploit this information to make their marketing campaigns more successful.

As I'm sure you know by now, I believe we're living in a golden age of marketing. In the past, marketers used simple, traditional advertising methods to try and get people to choose their products. They relied heavily on persuasion to persuade people to buy a particular brand

And guess what happened when you used persuasion to try and persuade someone to choose your product? They bought your product, didn't they? 

Today, you see a different type of advertising that relies more heavily on neuroscience. This type of advertising uses the science of human perception to try and influence our brains to want to purchase a product. And you know what? It works. When you see this type of advertising, it makes you feel good.

Neuromarketing is a fascinating new field of science that allows marketers to see what consumers think, feel, and do. This article explains how neuromarketing works and why it's so cool.

What is Neuromarketing?

What Is Neuromarketing

Neuromarketing (also called neurometrics) studies the mind and the brain. It's the use of neuroscience to understand how individuals' brains react to marketing messages.

Neuromarketing researchers look to uncover the unconscious triggers and responses that shape consumers' decisions and actions.

One of the earliest known applications of neuromarketing was the creation of the Volkswagen “Golf GTI” ad in the 1980s, which was designed to appeal to the subconscious desires of young male car shoppers. While the ad was successful, other automakers soon followed suit, resulting in a new, widespread approach to advertising and product design.

Today, neuromarketing is often used to enhance understanding of consumer behaviour. This information helps companies learn what products are popular and which features or functions people care most about.

Neuromarketers are looking to uncover the unconscious triggers and responses that shape consumers' decisions and actions.

In the early 1990s, marketers began applying the emerging field of behavioural science to market research. Neuromarketing researchers use neuroimaging to measure brain activity and apply this data to uncover the unconscious triggers and responses that shape consumers' decisions and actions.

Neuromarketers often use functional magnetic resonance imaging (fMRI) to study brain function. fMRI allows neuromarketers to monitor changes in the brain as customers respond to a specific stimulus.

Some neuromarketers also use an electroencephalogram (EEG) to measure brain waves and detect patterns of electrical activity. EEG uses electrodes attached to the head to collect and analyse brain wave activity.

Neuromarketers combine this brain imaging technology with survey methods to identify the unconscious responses that drive consumer behaviour. These responses include subconscious cues such as emotions, sensations, and physiological reactions.

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This information helps companies learn what products are popular and which features or functions people care most about.

What is neuromarketing used for?

Neuromarketing Studies Human Cognitive Responses To Stimuli In An Attempt To Create Effective Commercial Campaigns

Neuromarketing is commonly used in the following ways:

To create and improve advertising

The goal of advertising is to reach potential customers in a way that will capture their attention. Neuromarketing is used to improve the effectiveness of advertising by identifying and analysing the unconscious responses that drive consumers' decisions.

For example, some ads are intended to promote a feeling of pleasure and reward in the brain. This may cause consumers to unconsciously associate a brand with the feelings of pleasure they experience when using the product.

Some companies use neuromarketing to learn which advertising content drives a strong emotional reaction in the brain. They then use this information to create ads that produce a similar response.

To identify which products or services appeal to particular demographic groups

Neuromarketers can use neuromarketing to determine which products and services appeal to particular demographic groups, like young adults or women. We can use this information to design more appealing products or advertisements for these groups.

Neuromarketing can also help companies determine whether a particular product or service appeals to the right target audience.

Neuromarketing can also help a company determine which parts of a product or service appeal to a particular demographic. You can use this information to design products or advertisements that appeal to a particular demographic.

To help companies understand which products are popular among customers

You can use neuromarketing to find out which products are popular among customers. We can then use the popularity of certain products to create more appealing products or ads.

Neuromarketing is also helpful for companies working on developing new products or brands. A company can learn how to appeal to customers by studying which products appeal to customers with its products.

Neuromarketing can also help companies to develop new products that appeal to their customers. For example, when a company is looking for new products to sell, it might want to study people's reactions to the existing products. The company can use neuromarketing to find out what elements of the product appeal to customers and then use that information to develop a better product.

What is consumer neuroscience?

Consumer neuroscience studies how individuals respond to and are influenced by the environment. These studies examine how consumers interact with products, brands, and advertising. Consumers can learn about products and services by watching television, reading magazine articles, and shopping in stores and online. They learn from their friends, family members, and peers and can search for information independently.

Consumer neuroscience studies how consumers respond to advertising, product placement, and packaging design. It seeks to understand why consumers buy specific products or brands, and it attempts to figure out why some ads are more effective than others.

Some researchers focus on understanding what makes an individual react the way they do. However, others are more interested in figuring out how companies can create products that influence consumers to behave in a certain way.

Does Neuromarketing Always Use Neuroscience?

When we say “neuroscience,” we mean the study of the nervous system, which includes the brain, spinal cord, and the nerve cells that extend from the brain to the rest of the body. Neuromarketers and neuroscientists study and develop methods and technologies to improve and enhance human behaviour through research into neurological patterns.

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The most common way neuromarketers use neuroscience is to understand what consumers want and need and then develop and deliver products and services to meet those needs. 

This approach is most effective when combined with other psychology, social sciences, and marketing strategies. For example, neuromarketers could determine the best way to communicate a product or service to a consumer based on psychological patterns such as attention span, memory, and focus. They could also use insights from neuroscience to design products that appeal to the senses, such as music or smell.

Neuromarketers could also determine what makes a product or service memorable or desirable by studying how the brain responds to images, text, and sound. These responses can be recorded and measured as “electrodermal activity,” a term coined in the 1940s that refers to the electrical response that occurs when a person is exposed to an image or sound.

Neuromarketers might also use neuroscience to study how consumers use the internet to search for information or make purchases. Neuromarketers would look at the types of questions and the results of the searches. They would also analyse the images, videos, and text clicked and compared them to similar sites to see how they affect the customer's experience.

Neuromarketing is a relatively new field. However, it is being integrated more and more into marketing campaigns.

Is Neuromarketing manipulative?

No. We have a responsibility to the public to provide accurate information that is unbiased and free from manipulation. However, if a study shows an effect consistent across many studies, we cannot simply disregard it as a fluke.

Neuromarketing is a science based on research, including brain imaging, behaviour analytics, psychometrics, and other methods.

The science behind neuromarketing is sound, and we do not see any manipulation or fraud in its practice. The evidence indicates that neuromarketing can help brands reach consumers through more effective advertising. 

That said, neuromarketing cannot create a brand. It can't change your attitude or your emotions. It can't sell anything to you directly. It can only provide a view of what your brain is telling you to buy and then help you decide.

Is All Marketing Neuromarketing?

Neuromarketing Example

Yes, marketing is marketing, even if we do not recognise it.

Marketing is the process of getting attention to promoting products and services. It is the act of communicating information, ideas, and images to influence consumer behaviour. It is the process of creating a product or service that appeals to customers and then promoting it.

Neuromarketing (or neuroscience marketing) is a field that applies the scientific tools of neurobiology, psychology, and anthropology to marketing. It studies the effects of brain activity on human decision-making and purchases.

Neuromarketing uses the science of brain function to understand how humans think, learn, and remember. It applies the understanding of brain function to marketing and advertising to develop new products, services, and advertising techniques that get the maximum response from consumers.

Neuromarketing aims to understand consumer decisions, including choices of products and services, and create marketing strategies and advertising campaigns that match consumer needs and desires.

Neuromarketing has been applied to the following:

  • Automobile marketing
  • Brand recognition
  • Comfort products and services
  • Consumer packaged goods
  • Digital Marketing
  • Ecommerce
  • Education marketing
  • Entertainment
  • Health and wellness
  • Home products and services
  • Information and communication technology
  • Lifestyle products and services
  • Office products and services
  • Retail products and services
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The future of neuromarketing is to take it a step further and apply it to other industries.

How Can Neuromarketing Help My Business?

It is a proven fact that neuromarketing improves the effectiveness of advertising. The more we understand what consumers want, the better our ability to communicate that information.

The information gathered from neuromarketing can be used to develop new products and services, design marketing strategies and ads more likely to resonate with consumers, and predict and forecast market trends.

Neuromarketing can also provide valuable feedback to the advertising industry, helping to improve advertising methods and creating new products and services.


The future of marketing will increasingly be about understanding your customers' mindsets and motivations. To be successful, you'll have to know your target market.

For example, if you are a retailer selling clothes and accessories, you can't just assume that all women over 40 like dressing up.

Instead, it would help to study the demographics of the people you sell to and find out their interests.

This is a crucial step because if you try to target a market, you don't understand, you will waste your time and money.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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