Neuroscience is a major of life science that explores the mystic features of the brains as investigating the nervous system. Whole knowledge about modern neuroscience has begun in the early 1900s. Today, the unknowns are getting known every day. Generally, life sciences are hard to adapt to usage as commercial, especially neuroscience is one of them. However, neuroscience breaks this determination and begins to use from commercial areas like advertising, movies, market research, etc… One of the subparts of neurosciences is neuromarketing which is related to the commercial marketing communication field. In addition to that information, the rationale behind how consumers make purchasing decisions and their responses to marketing stimuli is targeted by neuromarketing to apply those learnings in the marketing realm . In other words, investigating customer behaviors caused by cognitive or social reasons, exploring the best available scenario for target group and advertiser to purchase, and customer behavior related to purchasing are the basic researches that neuromarketing does.
Reptilian Complex, Paleomammalian Complex, Neomammalian Complex…
Neuroscientist Paul D. MacLean proposed an idea as a model of Triune Brain defined evolution of the vertebrate forebrain and behavior. In this theory, the brain has subdivided with three categories such as the reptilian part consisting of basal ganglia, paleomammalian complex consisting of septum amygdalae, hypothalamus, hippocampal complex, and cingulate complex, and neomammalian complex consisting of cerebral neocortex. Also, these parts have some characteristic features that reptilian one is related to survival instincts, the mammalian part is related to emotions, connections, and rewards, and neocortex is related to thinking, planning, and deciding. Besides, the neocortex is just found uniquely in higher mammals .
Of course, all the strategies cannot be applied to whole human beings due to concern about the user brain part. There is a question at this point about which part I use for readers. Some cases showed that human beings are classified for their characteristic features like loving math or loving writings. Also, there is another classification for the visual brain, auditory brain. First, we have to examine that you have left brain or right brain.
The marketing strategies have planned for these. For example, think you in a grocery and you need to buy tomatoes. You have to take information about tomatoes like which one is more preferably, or which one is good looking, even, which one is cheaper. These questions determine your dominant brain part. Neuromarketing strategies investigate these questions and make a great deal for both customers and marketers.
We can design the best options for customers to purchase an item via measuring their emotions even hidden ones so how do we measure this?
Lie Detector Alert!…
As you know, we can hide our emotions in our speeches, motions, thoughts, or our eyes. Even, we can wince to tell our thoughts to another person. Therefore, not based neuroscience market research is tending to give wrong results. However, if you can not hide some thoughts or not hesitate to tell, the results are automatically becoming required and far from inconsistency. So, we have to tell that we cannot hide anything anymore; they invent many devices to detect our hiding emotions and with higher accuracy, the tools are given below.
The most used tools are EEG, fMRI, GSR which is also known as skin conductance, and Eye-tracking. EEG is used to detect affective valence, the probability of memorization, the degree of attention, and engagement. Eye-tracking is a process that follows the eye movement to obtain data correlated with finding which is highly attractive in a scene. GSR system has been already written in our blogs.
Especially, fMRI and EEG are two devices to use for detecting emotions from human beings to determine marketing strategies. As told in Martin Lindstrom’s Book, Buyology, fMRI measures the magnetic properties of hemoglobin, the components in red blood cells that carry oxygen around the body. In other words, fMRI measures the amount of oxygenated blood throughout the brain and can pinpoint an area as small as one millimeter (that’s 0.03937 of an inch). You see, when a brain is operating on a specific task, it demands more fuel—mainly oxygen and glucose. So the harder a region of the brain is working, the greater its fuel consumption, and the greater the flow of oxygenated blood will be to that site. So during fMRI, when a portion of the brain is in use, that region will light up like a red-hot flare. By tracking this activation, neuroscientists can determine what specific areas in the brain are working at any given time .
There was an experiment to detect the relationship between our emotions and companies. Again from Buyology, Dr. Montague decided to let the test subjects know whether they were sampling Pepsi or Coke before they tasted it. The result: 75 percent of the respondents claimed to prefer Coke. What’s more, Montague also observed a change in the location of their brain activity. In addition to the ventral putamen, blood flows were now registering in the medial prefrontal cortex, a portion of the brain responsible, among other duties, for higher thinking and discernment. All this indicated to Dr. Montague that two areas in the brain were engaged in a mute tug-of-war between rational and emotional thinking. And during that mini-second of grappling and indecision, the emotions rose like mutinous soldiers to override respondents’ rational preference for Pepsi. And that’s the moment Coke won. All the positive associations the subjects had with Coca-Cola—its history, logo, color, design, and fragrance; their childhood memories of Coke, Coke’s TV and print ads over the years, the sheer, inarguable, inexorable, ineluctable, emotional Coke-ness of the brand—beat back their rational, natural preference for the taste of Pepsi. Why? Because emotions are how our brains encode things of value, and a brand that engages us emotionally—think Apple, Harley-Davidson, and L’Oréal, just for starters—will win every single time.
So, we have talked about neuromarketing 101 with used devices, used strategies, and why it is important as well. Don’t forget, this approach like a hammer. It is used for building just like destroying. We have to find out the balance. Have a nice day!!!
As a final figure, always there is a person who has more logic than us. This is a proof of that information.
Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is “neuromarketing”? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199–204. https://doi.org/10.1016/j.ijpsycho.2006.03.007
Cesario, J., Johnson, D. J., & Eisthen, H. L. (2020). Your Brain Is Not an Onion With a Tiny Reptile Inside. Current Directions in Psychological Science. https://doi.org/10.1177/0963721420917687
Lindström, M. (2008). Buyology: Truth and lies about why we buy. New York: Doubleday.