Al Ries and Jack Trout say in their book “The 22 Immutable Laws of Marketing” that the fourth law is the law of perception: “Marketing is not a battle of products but of perceptions.” And I couldn’t agree more. If not, who would buy a liquid that serves to unclog and drink it with plenty of ice and lemon? That is Coca Cola. However, the perception we have makes it indispensable in our lives.
Neuromarketing is based on studying perception as a whole, which has penetrated into corners of our mind that we do not even know ourselves, and this is where its success lies. He is discovering our subconscious in a way that tries to rationalize our emotions and what we feel when faced with stimuli … or products. They try to Hong Kong WhatsApp Number List decode our brain, studying the parts of it where emotions are generated (the amygdala), which are the catalysts for our social behaviors, including shopping behavior. And I said decode because we have a code. We cannot ignore that human beings have undergone an anthropological evolution since our apelike ancestors and by which we are still conditioned today. For example, the type of vision of a man and a woman are different. Man’s vision is tunnel vision, he fixes on a few accessory things, rather fixes his eye on something but has trouble seeing his surroundings. Instead, the woman has a panoramic view.
According to hunter-gatherer anthropological theories, this comes from the need to sharpen man’s eyesight in cave times, when he had to concentrate on the prey he was going to hunt. The woman, on the other hand, had to have a very broad vision to collect as many fruits as possible. Regarding colors, Hulbert and Yazhu carried out a very interesting study in 2007 at the University of Newcastle: is the preference for colors something universal or, on the contrary, do they have a cultural and gender component? For them they used men and women from diametrically opposite cultures. The result was that men’s favorite colors changed according to culture while women’s favorite colors, regardless of the country and culture, were in shades of pink and red. Apparently the vestiges of the foragers from millions of years ago were still latent today.
There are studies that affirm that 85% of the purchase process is irrational. Or what is the same: emotional. We cannot explain why we have done many acts in our life, including why we have acquired something. Of course, if they ask us, we will say that we bought it for one thing or another, but in our heart we are not so clear. We cannot give explanations of our feelings that come from emotions. We can’t, we just don’t have words because we can’t rationalize it. Our brain does not allow it. So why go to the trouble of saying that our product is the best if the perception that the buyer has depends to a large extent on what he feels inside and not on logical-rational reasoning? When we understand that the human being is emotional, sentimental, conditioned by his evolution, and impossible to understand from the perspective of logic, we can begin to glimpse the importance of neuromarketing.
The application that I am personally most passionate about about this science is branding and it is the one that I will talk about on this occasion. Branding tries to provide values and emotions to brands. To see what role we want each of our brands to play in consumer society. Ultimately, it is about giving personality to the brand, knowing that it will be our hallmark. Fight for a word in the consumer’s mind (passion -> Harley Davidson, safety -> Volvo, carefully cared for -> Mapfre, luxury -> Rolls Royce, Bentley, Danone -> quality, Seur-> speed of service) . In this, neuromarketing has turned out to be a revolutionary tool. It is possible to know how the brain reacts to the marks, which parts are stimulated. Because make no mistake, the parts of us where love, hatred, pleasure, fear, etc … are evoked, are not stimulated by the products but by what each of the brands means to us. We behave in a purely behavioral way, much like the experiment of Paulov and his dog. And that is a triumph that we must acknowledge to branding experts. Advertising and marketing actions have long been directed at what the brand wants to evoke, ceasing to focus on the product. In other words, branding specialists look for a way for us to perceive their brand through a pleasant experience, and in accordance with the values they wish to transmit, in order to form our perception, and that we are not the ones who form it.
Many guerrilla actions are carried out, advertising on TV and in