Neuroscience is a science that studies the biology of the brain and its nervous and pathological systems. It is true that through certain techniques such as magnetic resonance imaging or biofeedback, among others, it is possible to monitor and observe responses to certain stimuli in the sensory system, thus being able to verify the absence or presence of emotions in greater or lesser intensity, of this Interaction parameters are created that provide the basis for the biology of behavior.

Large companies, through a considerable economic effort, do neuroscientific research and use it to  Azerbaijan WhatsApp Number List develop their brands, packaging, logos, advertising approach, etc. and there are notable success stories, but extrapolating these neuromarketing techniques as if it were a panacea and assuming that everything is based on the study of emotions reminds me of the movie “The Magician’s Apprentice” (Disney – Fantasy – 1940).

The criticism is that these types of techniques are normally developed in laboratories, the analyzed subjects are conditioned and contaminated by the environment, in addition to variables such as age, mood, socio-economic condition, sexual aptitude, etc. they can distort the data in such a way that trying to generalize them and apply them to marketing as a positive input can be misleading and unreliable.

I would like to share a video that I found allusive: It is a neuroscientific study that seeks to understand the impact of advertising of two famous soft drinks, Coca-Cola and Pepsi, where the volunteers initially taste the two soft drinks blindly, it is observed that the area that regulates taste was stimulated, giving as As a result, the chosen brand was Pepsi, but when the volunteers could see the brand, the area that was stimulated was the one that regulates memory, in this case they chose Coca-Cola because there is a correlation of use or experience of the product throughout the time that links the brand with emotions. It also points out how negative emotions are used in advertising. I think this video also gives us some keys to neuromarketing:

At no time does this study provide a solution for Pepsi in the sense of winning the position of Coca-Cola (world leader), it only gives indicators of how to direct its advertising or communication. If the study were done in India, where Pepsi has a dominant position, surely the data would be different.

Without a doubt, neurosciences can be a great weapon, but if everyone uses the same techniques, they end up being neutralized to a greater or lesser extent, as is the case with Coca-Cola and Pepsi. The differential really is creativity and insight, which have the property of identifying the essence of the product or brand, in a unique, coherent way and which are capable of motivating and connecting with people’s lives, crystallizing an emotional impression throughout the weather.

Another point to highlight is that in the set of marketing actions and in its race to reach consumer emotions, they stimulate and activate our fundamental impulses (not always in a positive way as the video shows), they often promote stress, anxiety , violence, sexual tension leading the consumer to states of anxiety, tensions and frustrations in a way that they seek to alleviate them through shopping.

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