Social sciences have long-promoted the concept of homo oeconomicus, but with the progress of neurosciences, we’re discovering that emotions are at the heart of decision processes
Knowing how the brain works, how it reacts to determined stimuli, and how this guides our decisions, can represent a competitive advantage that each expert in marketing should get his hands on. Today, experts in marketing should not only know how to analyse a market and master sales techniques, but also have knowledge of sociological dynamics and neuroscience principles.
So, why do we make one decision over another when it comes to purchases? Barbara O’Connell, Senior Vice President at Consumer Neuroscience Practice, explains that while consumers may not really understand why they take certain actions, research in psychology and neuroscience shows that people are strongly driven by instinct.
Did you know that the shiny, yellow potato chip bags illicit feeling of guilt from women? Frito-Lay discovered this through neuromarketing research in 2009, and changed their packaging. After that, profits went up more than eight percent.
Here are some examples of best practices that Dr. A. K. Pradeep, CEO at NeuroFocus shares regarding advertising and consumer behaviour:
- Women enjoy images of human interactions and women in groups enjoying activities, and they respond to direct eye contact.
- Women process language more fluently than men and respond better than men to text-based ads
- Lead with emotion, as it builds brand connection and long-term influence.
If you would like to learn more about the potential of neuromarketing as a valuable tool for brands and marketing agencies, and discuss its advantages and limitations with industry leaders, why don’t you join at the Neuromarketing Briefing in London on 26th June?