Neuromarketing: how the brain reacts to advertising

In a world where advertising has become an inseparable part of our everyday life, a question arises: how does our brain perceive and process all these advertising messages? The answer comes from a science called neuromarketing.

In this article we dive into the world of neuromarketing, look at the research that shows how the human mind perceives advertising, and discuss how that knowledge can be used to improve marketing strategies.

Table of contents:

• The basics of neuromarketing
• Examples and experiments in neuromarketing
• The neuromarketing of the future
• Neuromarketing and the consumer's subconscious

The basics of neuromarketing

Neuromarketing — is the intersection of neuroscience and marketing. This scientific field studies how the brain reacts to advertising and marketing stimuli, and uses that knowledge to build more effective advertising strategies.

Neuromarketing rests on the understanding that all our decisions, including buying decisions, are made by the brain. That means that if we want to understand why people buy particular goods or services, we need to study how their brain reacts to those goods or services.

Neuromarketing uses a range of methods and technologies for studying the brain, including electroencephalography (EEG), functional magnetic resonance imaging (fMRI) and eye tracking. These methods let researchers follow brain activity in real time while people watch advertising, use a product or make a buying decision.

With EEG, for example, you can measure the brain's electrical activity and determine which areas are activated in response to particular advertising stimuli. That can help marketers understand which elements of an advertisement attract attention, whether they trigger an emotional reaction and whether they help people remember information about the product.

Similarly, eye tracking makes it possible to follow eye movements and determine which elements of an advertisement people look at and how long their gaze lingers. That data helps marketers identify the parts of an advertisement that are most attractive to the eye and therefore most likely to catch consumers' attention.

All the information gathered is then analysed and used to build more effective advertising strategies. If research shows that images of cute animals attract the most attention, for example, marketers are likely to use that finding to create more appealing and more effective advertising campaigns.

The statistics show that using neuromarketing can significantly improve the effectiveness of advertising. A study by Nielsen, for instance, found that advertising campaigns based on neuromarketing data are on average 18% more effective than traditional campaigns. That confirms that understanding how the brain reacts to advertising can be the key to building more successful marketing strategies.

Examples and experiments in neuromarketing

Neuromarketing has already been used successfully by many well-known brands. Here are some of the most striking examples.

Pepsi

This brand makes active use of neuromarketing in its advertising campaigns and branding. In the 1970s, for example, there was a famous experiment called the «Pepsi Challenge against Coca-Cola». The experiment was simple: ordinary shoppers tasted two drinks — Coca-Cola and Pepsi — blindfolded. To the surprise of many, most participants preferred the sweeter Pepsi formula.

Disney

Disney is known for using neuromarketing in its films. The principle is to trigger positive emotions in viewers through particular visual and audiovisual elements. That strengthens viewers' bond with the Disney brand and increases the likelihood that they will watch more of the company's films in future.

KFC

KFC uses several psychological triggers that work on different senses. Their advertising campaigns often feature the phrase «finger lickin' good» to stir the taste buds, and they emphasise the colour red to prompt action.

Airbnb

Airbnb uses neuromarketing to increase trust in its brand. They make active use of user-generated content in their advertising campaigns and on their own social media pages to show real, positive experiences of using their service.

Victoria's Secret

This brand uses neuromarketing to create an image of exclusivity. They use pink in their branding, a colour associated with femininity and romance, along with the word «secret» to spark curiosity and interest in consumers.

Starbucks

Starbucks uses neuromarketing to increase sales. They focus attention on the aroma of their coffee both in their cafes and in their advertising, in order to stimulate consumers' sense of smell and encourage repeat purchases.

eBay

eBay runs neuromarketing experiments to understand its customers' needs and preferences better. One such experiment involved opening an «emotional store» in London in 2016, where they studied people's buying behaviour and helped them make better-informed purchase decisions.

PayPal

PayPal completely changed its value proposition strategy with the help of neuromarketing. They emphasise that their service is a fast and secure solution for payments without borders, which reflects customers' preferences and needs.

These examples show how neuromarketing can be used to improve marketing strategies and increase sales. It lets brands understand their consumers better and create advertising that will be the most appealing and effective for their target audience.

The neuromarketing of the future

Despite being relatively new, neuromarketing is already actively shaping the future of marketing. Modern technology and scientific discoveries let us study the workings of the human brain in greater depth and use that knowledge to influence consumers effectively.

One direction in which the field is developing is adaptive real-time neuromarketing (ARNM) systems. These systems make it possible to track a consumer's reaction to an advertisement or a product in real time, analyse the data and adapt the marketing strategy accordingly. Such an approach can significantly improve the effectiveness of marketing campaigns and optimise spending.

Online neuromarketing is becoming an important aspect of the field's future. As internet technology develops and the number of online purchases grows, it becomes possible to collect and analyse a huge volume of data on consumer behaviour online. That opens new perspectives for studying buyers' subconscious motives and preferences.

It is also worth noting that neuromarketing can become a tool for improving production and management processes. Companies can use the data to gauge consumer acceptance and the popularity of a product even before it goes into mass production and sale. That makes it possible to predict a product's market prospects and allocate resources optimally.

For all its advantages, neuromarketing also faces certain problems. One of them is the high cost of running the research and maintaining the equipment. There are also concerns about privacy and about the possibility of «controlling» consumer behaviour.

Neuromarketing and the consumer's subconscious

Neuromarketing also lets marketers influence consumers' subconscious. Research shows, for example, that using certain colours in advertising can trigger particular emotions and associations. That information can be used to make advertising messages more effective.

We have looked at the basics of neuromarketing, including its key principles and research methods. We have also gone into examples and experiments that show how neuromarketing can be used in practice.

In conclusion, we can say that neuromarketing is a fascinating and promising field that can bring significant benefits to brands and marketers who want to understand their consumers better and influence their decisions effectively.