Neuromarketing; the secret on how to make customers buy products on impulse

Would it not be great to know exactly on the neuro level of your customers brain what impulses them to buy your product?

Researchers are trying to figure out how MRI can be used to influence customers on making a decision to purchase products in the new field of marketing known as neuromarketing which is cutting edge research in the marketing field.

Professors at Duke university and Emory university are using MRI to monitor activities of the brain during a decision making process. Hopefully this will shed some light on determining what part of the brain is also making the decision.

My personal thoughts that this cutting edge research could arm marketers with the knowledge on what would make a product sell even before it is launched. It would arm them on what colors, what messages and what 'neuro-engaging' way is best to present it in order to stimulate that impulse to make the customer make the decision to purchase.

Authors Gregory S. Berns and Dan Ariely who also produces a weekly podcast known as Arming the donkeys wrote an article on the subject published on Nature Reviews;

The application of neuroimaging methods to product marketing — neuromarketing — has recently gained considerable popularity. We propose that there are two main reasons for this trend. First, the possibility that neuroimaging will become cheaper and faster than other marketing methods; and second, the hope that neuroimaging will provide marketers with information that is not obtainable through conventional marketing methods.

Although neuroimaging is unlikely to be cheaper than other tools in the near future, there is growing evidence that it may provide hidden information about the consumer experience. The most promising application of neuroimaging methods to marketing may come before a product is even released — when it is just an idea being developed.

The Pepsi VS Coke experiment.

A well known experiment back in 70's or 80's that was being conducted on Pepsi vs Coke to see which one tasted better. A blind taste test where the subject was in a room and they would drink from 2 cups 1 was filled with Pepsi the other was filled with Coke, as the results unfolded it was Pepsi that won the blind taste test over coke many times over.

They conducted the experiment again this time with the subjects knowing what they were drinking now what was very interesting is that now the subjects said that Coke tasted better than Pepsi, so this brings up another question if Pepsi tasted better than Coke then why is it that Coke dominates over Pepsi?

Because Coke has designed their brand and advertisements to be neuro-engaging They got the color RED and a nice runny font for their brand, their commercial adds show people doing outrageous or daring stunts, now they have bikini-clad model like girls in their commercials at a beach enjoying themselves being happy drinking coke.

All of this appeals to our human emotion which is why Coke dominated in sales over Pepsi.

So what part of the brain are we actually targeting?

According to Clint Kilts the scientific director of the BrightHouse Institute he gathered test subjects for his experiment. He asked them to look at a series of commercial products and rate which ones they strongly disliked to the ones they strongly did like, while their brains were hooked up to MRI Imaging.

He watched the activities in the subjects brain through the MRI what caught Kilts eye was whenever a subject found a product they loved the medial prefrontal cortex would fire up,
This is the part of the brain which is associated with our sense of self. It is what triggers the decision to buy a product.

With this type of knowledge marketers know the sure-fire way to get effective marketing results that we need when it comes to running our business and decisions based on growing our businesses in order to attract more sales and more profits.

When you decide to buy into advertisement services that is a business making decision to grow your business because you are making your business grow. Though we know the reason behind it is because the company offering those advertisement services know how to get you neurologically engaged through their 'advertising'

How do I apply this to my advantage?

I think with what we know now we are empowered to create better marketing campaigns though this raises a few questions right now that you can apply to your marketing plan for clarity and results in order to stimulate impulses to buy.

• What is the human emotion factor for my product?
• What type of feeling or experience do I want to create that engages my clients on the neuro level?
  
• How does my product take out friction from my clients life and bring ease?
• What is the perceived benefits and value that my product can have?
• What scenario of my client winning from using my product in my advertising on the neuro level can I use in my advertising?

So on one last note I will say you must research and put some effort into thought when you answer these questions. I once heard from a very successful entrepreneur. In order to get the right results we must skillfully ask the right questions to get the right answers.

Hope you have enjoyed reading.

best regards

Al Kreuz

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