Neuromarketing is a marketing discipline that analyzes brain processes, relying on neuroscience, to learn about people’s motivations when making decisions and thus take advantage of that information to promote the purchase of a certain product.

The term neuromarketing is a branch that is evolving within marketing . From the beginning it has come under a lot of criticism for considering that it was a way of manipulating people’s emotions. However, the goal of neuromarketing is not to manipulate the mind, but to interpret people’s wishes, to find out how the human brain reacts to certain stimuli.

How does neuromarketing work?

Before neuromarketing reached our ears, brands convinced customers with engaging messages. that is, they gave a reason why to buy their brand rather than the competition.

However, now the way in which customers are reached goes further. Neuromarketing combines traditional research with neuroscience. It does this using various techniques, such as encephalography, MRI, eye monitoring, or heart rate measurement. Thanks to these techniques you get to get a reliable answer about what an advertisement transmits to a consumer. In this way, you can know if it is attractive enough for your brain, that is, if it creates stimuli for it. All this helps to understand the functioning of the human brain when buying, and in this way it can be used to create ads in one way or another.

Every marketing process is linked to a research process, when a product goes to market it has gone through many studies. The way in which a product is sold is studied in detail (color, format, price, place of sale, etc …). The aesthetics of the packaging is not a coincidence, nor the media in which the campaigns are carried out. Many details are taken care of to reach a final objective, SELL.

How can neuromarketing influence us?

The field of action of neuromarketing goes beyond choosing the colors that a container must have to be attractive to a customer. It is about awakening stimuli in the consumer. How many times have we been to the movies and just smelling fresh popcorn has prompted us to buy them?

In recent years we have discovered that many clothing stores have decided to perfume their premises with a distinctive smell that identifies them. In this way, the consumer will know only by the smell that one of the stores of that famous chain is nearby, and the stimulus will make him get closer to it, to end up buying a garment.

The fact that the human brain is studied sparks controversy. What’s more, some opinions consider it manipulation, while others see it as the most reliable technique to respond to customer needs.

You will have to spend time to see if this discipline manages to find a place between traditional marketing research techniques, overcoming obstacles such as ethical values, or the high cost of research that it requires.


by Abdullah Sam
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