Neuromarketing to provide unique experiences
Posted: Mon Jan 06, 2025 7:10 am
Have you heard about Neuromarketing and have you asked yourself: What is it? Science and marketing? What is it used for? In this article we will answer all your questions.
This technique aims to understand the purchasing behavior of consumers. Why? You probably know that there are many ways to understand the purchasing patterns that customers have followed when closing a transaction, but neuromarketing goes a little further: What motivated them to make that purchase? In other words, we usually know the How but not the Why.
A little history about the origin of Neuromarketing
'For a long time, marketing was considered an art form, meaning that the more attractive the ads, the more customers they would attract. Over time, and after numerous studies, it was found that many marketing efforts were ignoring the results that could be proven through science.
Neuroscientists began studying clients' behaviors and emotions, creating techniques that could help them understand how their brains worked.
The term was coined in 2002 , although the first study was taiwan phone number completed the following year. Which one are we referring to? It is a study by the Baylor College of Medicine (USA) where, through magnetic resonance imaging of people who consumed Coca Cola and Pepsi, they were able to see what each soft drink triggered in them.
It is worth noting that, in 1975, Pepsi had already sponsored an event where respondents could try both brands and then determine which was the winner. Pepsi claimed to be the winning brand in this study and used this advantage in its marketing strategy. So why does Coca-Cola always outsell it?
Both brands, market leaders in beverages with over 100 years in the sector, have been evaluated using neuroscience techniques . The results showed rational and irrational responses that the brain processes neurologically.
The American study proved that Pepsi's claims were true: 50% of people who consumed these two drinks preferred it to Coca-Cola.
However, when this test was mediated by labels, other regions related to behavioural changes driven by emotion and affect were activated in the people who drank Coca-Cola. In contrast, this did not happen when this test was carried out with Pepsi.
Coca Cola and Pepsi
This research was criticized because the use of science affected the subconscious of consumers, but the term and the field of research are still being discovered and worked on today.
This technique aims to understand the purchasing behavior of consumers. Why? You probably know that there are many ways to understand the purchasing patterns that customers have followed when closing a transaction, but neuromarketing goes a little further: What motivated them to make that purchase? In other words, we usually know the How but not the Why.
A little history about the origin of Neuromarketing
'For a long time, marketing was considered an art form, meaning that the more attractive the ads, the more customers they would attract. Over time, and after numerous studies, it was found that many marketing efforts were ignoring the results that could be proven through science.
Neuroscientists began studying clients' behaviors and emotions, creating techniques that could help them understand how their brains worked.
The term was coined in 2002 , although the first study was taiwan phone number completed the following year. Which one are we referring to? It is a study by the Baylor College of Medicine (USA) where, through magnetic resonance imaging of people who consumed Coca Cola and Pepsi, they were able to see what each soft drink triggered in them.
It is worth noting that, in 1975, Pepsi had already sponsored an event where respondents could try both brands and then determine which was the winner. Pepsi claimed to be the winning brand in this study and used this advantage in its marketing strategy. So why does Coca-Cola always outsell it?
Both brands, market leaders in beverages with over 100 years in the sector, have been evaluated using neuroscience techniques . The results showed rational and irrational responses that the brain processes neurologically.
The American study proved that Pepsi's claims were true: 50% of people who consumed these two drinks preferred it to Coca-Cola.
However, when this test was mediated by labels, other regions related to behavioural changes driven by emotion and affect were activated in the people who drank Coca-Cola. In contrast, this did not happen when this test was carried out with Pepsi.
Coca Cola and Pepsi
This research was criticized because the use of science affected the subconscious of consumers, but the term and the field of research are still being discovered and worked on today.