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What is Neuromarketing?


Neuromarketing is a form of marketing that uses neuroscience to understand how consumers make decisions. It's used in a variety of industries, including consumer psychology, advertising and marketing, and user experience (UX) design. The goal of neuromarketing is to understand what makes people buy products or services so that businesses can create effective advertisements and marketing campaigns that resonate with the target audience.



Neuromarketing is a subfield within neuroeconomics, which uses neuroscience techniques to study economic decision-making. The term neuromarketing was first used in 2001 by researchers at the University of Southern California (USC) who were looking into ways that marketers could use brain imaging technology for advertising purposes.


How does it work?

Neuromarketing uses several different tools to measure brain activity. EEGs measure electrical impulses in the brain, while with fMRIs blood flow in specific brain areas can be mapped. Both of these tools can be used to measure areas of the brain that are active when you're experiencing a particular emotion or thought.

Eye tracking technology measures where a person's eyes are focused, which can indicate what they're paying attention to and what they like or dislike about a product or ad. Facial coding technology measures facial expressions and movements by tracking things like eye dilation, lip compression (linked with emotional arousal), eyebrow position (linked with interest) and cheek muscle movement (linked with happiness). Biometric sensors such as heart rate monitors track physiological responses like blood pressure levels, sweat gland activity and skin moisture levels to gauge emotional responses.

The use of fMRI scans has become increasingly common in many industries around the world, including political campaigns, sports organizations and even some government agencies like NASA’s Jet Propulsion Laboratory (JPL). These days you can find fMRI scanners being used as part of typical focus group setups.


What is neuromarketing used for?

Neuromarketing is used to understand how the brain responds to marketing messages, product names, packaging and pricing. It can be used in many ways including:

  • Advertising: Neuroscientists test advertising concepts to see if they will be effective at connect with (potential) consumers on a deeper level.

  • Pricing: Neuroscientists can help determine the optimal price for products based on consumer reaction.

  • Packaging: Packaging designers can use neuromarketing techniques when creating packages for new products by testing different designs and layouts to determine which ones have the highest appeal for consumers.

Are there any ethical concerns with neuromarketing?

There are some ethical concerns with neuromarketing. It's important to think about who is being targeted and how the data will be used. Some companies have raised concern that the technology could be used to influence people's behavior without their consent, which may violate privacy rights.


But in fact, neuromarketing has been present in some form for ages if you consider that marketing in general is aimed at influencing people’s behavior in some way, i.e. to buy a product (which they didn’t think they needed in the first place). With neuromarketing, both businesses and consumers benefit by providing such insight into customer preferences and behaviors, that it helps consumers to make better decisions about spending money on products or services they actually want or need.


Many researchers therefore believe that neuromarketing has great potential as an effective tool for improving marketing strategies and providing valuable information about consumers' desires and needs instead of blasting every possible piece of information at them.


Neuromarketing is a fascinating field that helps marketers and writers understand more about human motivation and decision making.

Neuromarketing can be used in a variety of ways, but most often it's employed by companies to understand how consumers respond to marketing messages. Neuromarketers look at what happens in our brains when we see a specific advertisement or product, then use that information to improve their marketing strategies or advertising campaigns. They might also use neuromarketing techniques when developing new products; they'll ask potential users what they think about certain designs and features before incorporating them into final versions of the product.


How do I use neuromarketing in my written pieces?

The field of neuromarketing is still relatively new. But it’s exciting to think about how we can use this information to help people make better decisions for themselves. For one, the research being done today is an important step towards understanding human brains better than ever before.


I use neuromarketing in my work to write pieces that are aimed at a specific audience. It’s not all about the quantity of clicks or the number of views. For me it is about the quality. If someone wants to read a content piece, it is because it genuinely interests them, and it is something that they need or can solve a problem that they currently have. Therein lies the strength of neuromarketing. It is a very powerful hybrid between the scientific field of neuroscience (and psychology), and consumer marketing.



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