What is neuro-marketing?

In Simple words, Neuro-marketing is the application of neuroscience to marketing. Neuro-marketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to measure a subject’s response to specific products, packaging, advertising, or other marketing elements.

Researchers use either the functional Magnetic Resonance Imaging or EEG, the acronym for electro-encephalography to measure changes in activity in parts of the brain and to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.

A.K. Pradeep in his best selling work “The Buying Brain: Secrets for Selling to the Subconscious Mind.” narrates different implications of neuro-marketing:

“We know, for example, that the soft scent of lemon increases sales in seafood restaurants. The subtle smell of grass near the dairy aisle could take consumers back to a simpler, more carefree time, and subconsciously remind them of the fields the products come from. In high-end car or luggage stores, the rich, deep scent of polished leather calls to mind luxury, relaxation, and reward. In clothing stores, the invigorating scent of the sea or the romantic mix of roses and violets suffuses the experience and makes purchasing a product associated with those memories powerful. Realtors know that baking cookies seduce buyers into considering a “property” a home.”

We are surrounded by neuro-marketing. Whenever we look at something, whether it be a poster, logo, or a package, it activates a range of associated ideas in our minds. Neuroscientists call this effect priming. Some of these ideas – which neuro techniques can measure – relate to the feelings and concepts that an ad or brand logo may trigger in us. Some of them activate goals in us, often without our conscious awareness. For example, your desire to treat yourself to something expensive may have been triggered earlier in the day by seeing a poster for a luxury brand.

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