He tells in one of the first chapters of Buylogy Martin Lindstrom that consumers, when asked, lie about the reasons why they choose one or the other products. Why do the products that reach the market so overwhelmingly fail when behind them there are such thoughtful market studies? “What we now know is that what people answer in polls and group sessions does not correspond to the truth of their behavior,” he writes. Behind the decisions to buy products are not only the tangible and logical things that consumers do or think or the facts that the products and their consumers relate to. Emotions, subjective impulses, have a very important weight in what buyers do and emotions and impulses cannot really be measured using a survey with five answer options.

In fact, sometimes rational thinking prevents, as it were, from seeing the forest. In his book Lindstrom talks about a study he conducted on the France WhatsApp Number List  consumption habits of smokers and the effects that health awareness advertising had on consumers. Surprisingly, all those warnings about how smoking is bad had a completely counterproductive effect, since instead of creating fear in the citizens it appealed to their area of ​​adventure, to live on the edge. How did Lindstrom find out? The answer, the source of this surprising information, was neuroscience. Lindstrom measured the brain response of the study subjects to stimuli associated with tobacco use. The warning messages neither suppressed the urge to smoke nor created fear – in fact, he discovered, they activated the so-called craving point, the part of our brain that turns on when we desire something.

The consumers who had participated in the survey, by the way, had assured in their questionnaires that all these warnings made them think about quitting tobacco. In reality, they never would. Studying the brain and the way consumers make decisions has become a key part of understanding them and understanding what they really want, feel or think when they see a product. Neuroscience has become an emerging of the study of human nature and, its application to the relationship of consumers with brands, neuromarketing, has become an emerging concept in the world of advertising. As the example wielded by Lindstrom shows, neuromarketing allows to banish erroneous beliefs and to understand much better what it is that leads consumers to get hold of the things they buy.

The examples of companies that have used neuromarketing to better understand their consumers or to create advertising campaigns that are more attractive and functional are varied and all tend to show such positive results as to underpin the idea that neuromarketing is the next great revolution in the world of advertising.

Thus, neuromarketing has discovered such varied realities as that the name given to the products and their descriptions make the perception of them vary (this is what different studies from Cornell University have shown) until the physical space occupied by the price of a product modifies how it is perceived. The range of actions that can change how the consumer’s brain responds to a product or brand are very wide and varied. They influence everything from the seller’s smile to the music we listen to while making the purchase. Why do they need neuromarketing

Brands are not only interested in understanding consumers better, but they also want to create increasingly powerful and effective messages when it comes to connecting with the consumer. Buyers are subjected to more business stimulus than ever. In their day to day, they receive the impact of more and more brands and have learned to ignore them.

According to a study by Goo Technologies / Harris Interactive (conducted last year based on a US sample), 82% of adult consumers are increasingly ignoring Internet advertising. Although the numbers of unconscious blocking of television advertising are lower (according to the study, only 37% are able to not see television advertisements), the medium presents other serious problems, such as the fact that although these messages are seen, they are remembered very little.

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