Neuromarketing. In the Mind of Consumers

Neuromarketing is the application of neuroscience techniques to marketing.


Neuromarketing is the application of neuroscience techniques to marketing. Its objective is to know and understand the levels of attention that people show to different stimuli. In this way it is about explaining the behavior of people from the base of their neuronal activity.

Nowadays, in our society, the massive presence of advertising is something completely normal. People are bombarded by advertising in many ways and in many moments this is increasingly intrusive and sometimes not very subtle.

Probably such amount of advertising does not perform its function and in the end, the desired object that was wanted to sell, remains unsold. In this sense, we seek to understand what pleases people? This is where neuromarketing comes in.

The purpose of using these techniques in marketing is to seek efficiency in their decisions. Find out which stimuli people pay more attention to and which does not directly influence the person’s behavior. What is involved in this sense is to understand people more and better.

There are different techniques within the analysis that is performed in neuromarketing and that give us results in an instantaneous way while other types of analysis rely more on memory.

Identifying what people like or do not like does not directly mean finding out the reasons why they like it.

In neuromarketing an identification of the stimuli is made but to be able to make predictions about the behavior of the people is something more complex. People’s brains do not work as watertight compartments. Since people do not have a behavior determined by external stimuli, but we must recognize that we are conditioned by the situations in which we live.

Neuromarketing has specialized in identifying such stimuli, applied to different fields from an advertising graphic to heat maps that serve to see where a person is more fixed. These stimuli will be studied and analyzed to later include them in their pieces or advertising strategies.

Advertising is heading towards more experimental advertising, telling stories that captivate us and taking us to more emotional terrains, more “irrational” terrains which, as we saw earlier, have a much greater weight in the purchase decisions of people.

Having a greater knowledge of the stimuli that affect people and how they affect them is a commitment that continues in the objectives of many companies. This exhaustive and deeper knowledge will end up in made-to-measure products, speaking in general terms. Where segmentation will be much greater than what we can experience so far.

Advertising will aim just at the objective by having a greater knowledge of what strategy to use in order to reach the goal in a more effective and efficient way.

When talking about neuromarketing there are many myths around this application of neuroscience, many of them are cause of a lack of knowledge of the subject, such as assuming that in the human brain decisions are made in a unique way, as cause and effect of a stimulus. What can lead to see that only a few may be in possession of this knowledge.

And nothing is further from reality, since marketing throughout its history has been using different research techniques to know how to act more effectively. A clear result of these studies, you can experience when making the purchase at any supermarket.

You just have to be a little attentive to the context that surrounds us at the time of purchase, from the situation of the products on the shelves, the music that is used at different times of the day or the beloved shopping cart that “always” makes the path that we set for you.

All this reality is an artificial reality, created with a clear objective to which they try to lead people through different paths. Paths that are not random, but are marked with great precision, these marks are the result of market research from which you can extract the information necessary to create such stimuli, pretending to influence behavior.

The advance suffered by technology and science during this century and the previous one is unstoppable, but this does not mean that a consensus is reached on what can or can not be done, with the tools at hand. This is a problem that happens frequently, and is that there is no equal growth between science and the uses of it. Which can lead us to absolute aberrations. For this, the ethical code of the NMSBA (Neuro Marketing Science and Business Association) has been created, which specifies the uses that can be given to neuroscience within the scope of marketing and advertising.

Thanks to the knowledge of neuro-marketing, advertising focuses more on the points to be exploited such as emotions or even all the senses that can be, as we have seen as in large supermarkets stimulate the senses by means of the music, but not only that, but there are other types of experiential marketing that are being exploited in the same way as music. Who has not entered a store with a characteristic smell that can be perfectly associated with the product sold?

The large amount of data provided by neuroscience on the stimuli to which we react, should not detract from the general idea in which neuromarketing is used as another tool in marketing so that in the end the strategy created by the marketing consultancy take the right way to achieve the sales objective. It should be noted that with this large amount of information the strategy planned will be much more appropriate and with the actions that are so fine tuned that they will be more appropriate within the same strategy.

In order to achieve a result, the process can not be supported solely by the data collected, but there must be general planning so that people can develop confidence with the product or service, something that is much more global, encompassing different points of contact and help to project a brand image in the head of the people according to the values ​​of the product.

The great speed and the constant change to which we are subjected, forces brands to be very agile in their corrections. If the brand is neglected and does not care about the different aspects that people value or how tastes are changing, it will probably end up falling into oblivion and therefore people will stop paying attention to it.

We can conclude that marketing is an exchange of resources made to meet the needs of people. There are different tools and techniques that allow us to know which are the stimuli that most influence people, what we look at more than one graphic piece, where we pay more attention when we are viewing a website… Marketing echoes all this type of knowledge in order to stimulate the senses of people. In this line a brand that manages to attract the attention of people will have a greater power of attraction.

Neuromarketing allows us to know this type of information, so even though it is not one of the most developed parts of marketing, since a few years ago, it is acquiring a greater weight within the strategies of different companies.

Definitely, neuromarketing opens a new path of knowledge by offering a new way of approaching the consumer through their emotions, which also have an important weight when it comes to making rational decisions.

The really important point that can benefit us from neuroscience is deeper knowledge and in a more accurate way than what we had before and this knowledge applied to the field of marketing is lame if there is no good strategic work and planning by the agency marketing in which the collected data fit within the planning and help to be more effective.

Even assuming that each person is different, what is involved is to identify general patterns that have an effect on the stimuli of people, and that in this way can be extrapolated to a general tendency or taste, under which a great majority is identified.