Neuromarketing: strategies for persuading people to buy
by Antonia Di Lorenzo
Neuromarketing is a new field of marketing research that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. It is aimed at the identification of the communication channels focused on buying decision processes, in other words, what happens in people’s brains when confronted by stimuli related to products, brands and advertising. The objective is to determine strategies for persuading people to buy.
Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) and Steady state topography (SST) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one’s physiological state, also known as biometrics, including (heart rate and respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and which brain areas are responsible.
Our brain is divided into three parts:
- The rational part thinks, elaborating rational data;
- The intermediate part listens, elaborating emotions and sensations;
- The primitive part decides, taking into account the results that come from the other two parts.
How does the primitive brain work on the emotional side?
According to an infographic generated by Nashville, Tenn.-based Emma, an email-marketing software provider, the primitive brain controls gut reactions and emotions and works much faster than our conscious mind.
Gut reactions are absorbed by the primitive brain in less than 3 seconds and emotions process information 5 times faster than our conscious brain does.
How does it work with images?
The primitive brain processes images 60,000 times faster than text. It is believed that 90% of all the data processed by our brain is visual and it is easier to remember pictures with text rather than text alone.
According to the infographic mentioned above, the brain is particularly attracted to images of sex, danger and food, but also using facial expressions can quickly grab the customer’s attention and can be a beneficial advertising strategy. Faces and eyes, particularly of women, have a positive impact on feelings of trust, but they shouldn’t disturb the reader from the message.
Why colour matters.
More than 60% of our feeling about a product is determined by the colour alone. Different colours can actually send various signals to our brain.
According to an article on Focus.it, 80% of a brand’s recognisability comes from its colour alone and colour has a profound effect on our decisions.
Blue: safety, reliability, serenity.
Yellow/Orange: vitality, positivity, brightness.
Purple: spirituality and mystery.
Black: value, prestige and sophistication of a product. Used by important Italian fashion brands, such as Armani, Gucci, Versace, Dolce&Gabbana.
Green: calm, health, freshness. Ideal to attract consumers careful of the environmental aspect.
Red: health and victory.
Before you decide which colours to choose for your app, or a new product launch, you should identify the target to which it is addressed. According to research commissioned by KISSmetrics, a web platform that deals with American marketing and statistical analysis, women on the web like blue, purple and green, but do not like orange, brown and gray; men prefer blue, green and black, but do not like brown, orange and purple.
“One of the best ways to persuade the others is through your ears: beginning to listen to them”
Dean Rusk, former Secretary of United States.