Neuroscience has helped to understand much better how the brain of human beings works and how they process information, respond to it and establish mechanisms to relate to it and with others. This has allowed us to understand, for example, how certain elements have a more important impact than we thought in decisions that at first seemed more rational. Buy what you buy, for example, feelings come into play.
Therefore, neuroscience and its application in marketing have helped companies to be much more efficient and to present themselves better to consumers. Neuromarketing does not manipulate the minds of consumers, but it does help to present things in the most effective way. How can you achieve the best results? You just have to think about the mechanisms that activate the minds of consumers. As you remember in MarketingProfs, five basic principles are basic to understand how to obtain better results.
Familiarity and experience of use
There is a relationship between all these factors. Familiarity, as they recall in the analysis, has an effect on greater confidence between the consumer and the brand. Therefore, the more familiar the experience of use is, the easier it will be to feel that what is being done is recognized and the response to them will be much more positive.
Therefore, brands and companies should strive to understand consumers and generate elements that help boost those emotions that end up encouraging trust. 90% of our behavior, neuroscientists point out, occurs outside of our consciousness, which causes us to move by impulses and that understanding those impulses (and acting on them) has become such an important issue.
The effect of reciprocity on consumers is one of the principles of neuromarketing that should take more into account than marketers do when establishing their strategy and how and why they do things.
Reciprocity is a principle that acts on our daily life and also affects how we consume: we feel obliged to return favors and pay debts, which implies that we also act in this way in relation to brands and companies. Of course, and this is very important, you can not give something expecting something in return and forcing your hand. The principle does not work like that. It has to be something that is happening without expecting anything, so that consumers feel compelled to respond in the same way. For example, one study showed that giving candy with the bill causes tips to go up by 18%.
The fear of scarcity
That is another of the great principles of neuromarketing that can make things go much better for companies. It is one, in fact, of those that work best for online stores. Not only play with the principle that we want those things we can not have but also with our fear of staying without what we want and are limited.
It’s what stores do when they say that there are only so many copies of a product. They are not giving that information lightly, but they are forcing our hand. When you feel that there are many products, experts explain based on studies, consumers ‘spend’ to buy. When it feels however that things are scarce, the decision is made much faster. It is bought before it runs out.
When we like things
It is also quite logical: if in our personal lives we prefer to relate to those we like, will not the same thing happen with brands and companies? The effect of taste also has a weight on sales. Achieving that the consumer likes both the brand and the company, the space or even the seller will make it much more feasible to say yes to the purchase. Why do brands and sellers complement us? Actually, it’s because it works. A study by the University of Hong Kong has shown that compliments, even if they are not sincere, work.
Use the information anchor
Anchoring is a very important element, because it affects not only at the moment but also in the future. Consumers use information they received in the past and kept in their mind to make decisions in the future.