Neuromarkeing consists of the application of techniques belonging to Neuroscience to the field of marketing. Very linked to sensory marketing, that is, that related to emotions, attention and memory that is activated by certain stimuli, which we perceive through our senses. We can say, therefore, that Marketing is the most human since it seeks to empathize with its target and at the same time, the most scientific since it is supported by Neuroscience studies.

Although much has been written about Neuromarketing, it is an area that is in its infancy. They are techniques used by very few companies, perhaps large corporations and some very innovative SMEs. This is because its application is not yet easy. We do not know very well how we should apply the studies that are emerging on Neuroscience to Neuromarketing.

According to Patrick Renvoise, Neuromarketing advisor to President Obama’s campaign team, we have a reptilian brain inherited from our  Netherlands WhatsApp Number List evolution as a species and that explains why “human beings, between two options, do not always choose the most rational, but the one that prefers our reptilian brain. And it’s not always the obvious one. ” The reptilian brain is a huge ME. Without him we would have become extinct. The reptile has neither compassion nor empathy. It only understands the great contrasts: black or white. He has no more time. “The reptile reduces options to the binary to survive”, explains the prestigious expert, “although the reality is more complex and to understand it thoroughly would require a fuzzy logic”. In conclusion, we have a deeply emotional and visual brain.

“99% of our decisions are not made by our reason, but by instinct. Then reason looks for excuses to justify what our reptilian brain has chosen.” On this basis, how does our reptilian brain work? Renvoise responds: “If you want to convince others, forget about your SELF and start working with YOU. There is no one more stupid than someone who tries to flirt showing off his muscle or his Ferrari. Do not say: I am rich, love me. Say: you I’ll get rich and love you. ”

The challenge of the Marketing of the future is to know how to adapt the studies that are emerging on Neuroscience to Neuromarketing. A study has recently been presented in the Journal of Neurology, published by researchers from the Complutense University of Madrid and the UNED on Synesthesia, that is, the joint assimilation or interference of several types of sensations from different senses in the same perceptual act. A synaesthetic can hear colors, see sounds, or perceive taste sensations when touching an object with a certain texture.

According to Helena Melero, a researcher at the Department of Psychobiology at the Complutense University of Madrid, “Synesthesia is a neurological phenomenon that occurs when stimulation in one direction, for example the ear, in addition to triggering its own perception, such as it would be the sound, it produces the activation of another sensory system not stimulated directly, such as sight “.

The aforementioned study on synesthesia reveals that 14% of Spaniards are synaesthetic, a not inconsiderable figure. Could Neuromarketing use this scientific evidence? The answer is yes, although the big question, once again, would be: How?

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