What is neuromarketing?
This blog answers one of my most commonly asked questions "what is nueromarketing?".
11/29/20243 min read
What is Neuromarketing?
Heard the term "neuromarketing" but still scratching your head about what it means? Don’t worry, you’re not alone. For too long, this fascinating concept has been treated like some big secret.
Simply put, neuromarketing combines neuroscience and marketing. It uses scientific tools to understand how our brains react to different marketing strategies and then applies those insights to create better campaigns. Think of it as getting into the psychology of what makes us tick. While traditional marketing often relies on what people say they want, neuromarketing digs deeper into subconscious reactions.
By the end of this post, you’ll know exactly what neuromarketing is and how it works.
A (brief) History of Neuromarketing
Neuromarketing started making waves in the late 1990s when scientists began using neuroscience tools to study consumer behavior. The term itself was coined in 2002 by Ale Smidts. But one of the first big breakthroughs came in 2004 when Read Montague used fMRI scans for the "Pepsi Challenge." This study revealed how brand recognition affects our brain’s reward system, kicking off a whole new way of thinking about marketing research.
How Does Neuromarketing Work?
Let’s get into the nuts and bolts. Neuromarketing uses a variety of tools to understand how people respond to marketing stimuli. Some are high-tech and pricey (like fMRI), while others are more accessible, like eye-tracking. Here are the most common ones:
fMRI (Functional Magnetic Resonance Imaging): This tool tracks brain activity to see how people process marketing stimuli. It answers big-picture questions like, “What part of the brain lights up when you see this ad?” It’s incredibly detailed but expensive and impractical for everyday use.
Eye-Tracking: Ever wonder where your eyes go first when you see an ad? Eye-tracking studies where people look, what they ignore, and what grabs their attention. For example, brands use it to improve website layouts or packaging designs.
EEG (Electroencephalography): You’ve probably seen those “brain caps” with wires attached. EEG measures electrical activity in the brain, providing insights into emotional engagement, attention, and how well a message is being processed.
Facial Coding: This uses webcams to analyze microexpressions and figure out emotional responses to ads or products. It’s great for understanding how people feel about what they see.
Biometric Sensors: Think wearables that measure heart rate, skin responses (sweating), or breathing. These tools track physiological reactions to marketing stimuli, giving clues about emotional intensity.
Each tool answers different questions, helping marketers understand what works and what doesn’t.
Neuromarketing in strategy
Neuromarketing isn’t just about fancy tools—it’s about applying insights to create smarter strategies. It draws heavily from fields like:
Psychology: To understand decision-making processes.
Behavioral Science: To figure out what drives choices and how small changes (nudges) can influence behavior.
For instance, behavioral science can help improve the wording of an ad to make it more persuasive, while psychology can guide the design of an eye-catching social media post.
Real-Life Examples of Neuromarketing
Let’s Talk Ethics
Here’s the deal: neuromarketing isn’t about brainwashing people. It’s about understanding natural responses to create more relevant and enjoyable experiences. Ethical neuromarketing respects your autonomy.
Transparent practices include getting informed consent from research participants and handling data responsibly. The goal isn’t to trick anyone—it’s to reduce waste and make marketing work better for both businesses and consumers.
Remember, your brain is still yours. Neuromarketing just helps us understand it a little better.
Any more questions? Let me know!
irene@easyneuromarketing.com