How often do you think about what prompts you to make shopify website design a decision to buy a product? Sometimes we weigh all the pros and cons for a long time, discuss the advantages and consider the disadvantages. And sometimes we make purchases “automatically”, because a number of factors around us hint at this. This is where neuromarketing works - cunning manipulations of our senses in the service of promotion.
WHAT IS NEUROMARKETING AND HOW DOES IT WORK?
Neuromarketing is a field of marketing that uses neuroscience to study how the human brain and psyche respond to marketing stimuli. It is a relatively new tool that is designed to optimize campaigns and ultimately improve their effectiveness.
Components of Neuromarketing
The main thing in neuromarketing is spontaneity, that is, making decisions without rational arguments. This is a powerful weapon for all marketers. According to a survey by Rosgosstrakh Life Insurance Company and Otkritie Bank, about half of consumers in Russia say they have made spontaneous purchases.
The main mechanisms of study:
Eye- tracking . Allows you to understand where exactly the subject is looking and what he or she is paying attention to. You can see which elements of the packaging or store influence the decision to buy.
How eye tracking works in neuromarketing
Facial coding. The technology analyzes human facial expressions to determine emotional reactions. Facial coding is used to assess what emotions marketing material evokes in the target audience, as well as to analyze physiological reactions.
Neurophysiological methods record the body's reactions, including pulse and brain signals. They include several methods:
Electroencephalography (EEG) is the ability to record the electrical activity of the cerebral cortex through sensors attached to the head.
Functional magnetic resonance imaging (fMRI) - a method that allows you to see which areas of the brain are activated in response to certain stimuli. For example, how memory is activated when a person looks at a logo or sees an advertisement for a product.
Measuring skin conductivity levels - electrical activity of the skin and changes in sweating can be recorded.
Lie detector (polygraph) test. A survey that can be used to track the body's reaction when answering a particular question.
Along with the advantages of neuromarketing methods, ethical questions are also raised. The main one is how correctly to use errors in thinking and data on subconscious reactions for manipulation. Some experts believe that this can lead to excessive control over consumer behavior.
BASIC PRINCIPLES OF NEUROMARKETING
There are several principles in neuromarketing that can help marketers, product designers, and project teams when creating marketing strategies. Remember or simply save the main ones:
1. Emotions are more important than rationality
Emotions really do play a key role in decision-making. Shape, color, aroma, sounds influence the perception of brands and products. For example, the smell of baked goods makes you buy, the color orange encourages you to take action, and slow music slows down the customer’s movement through the store.
2. Flow principle
The moment when a person is completely immersed in the process and experiences positive emotions is called the flow state. It greatly affects the brain's reaction. Marketing strategies that create such conditions and take into account cognitive distortions automatically inspire more trust in the brand. This is achieved through gamification, an interactive experience that involves emotional content.
3. Decisions are made unconsciously
According to Harvard Business Review statistics, more than 90% of all purchases are made at a subconscious level. Neuromarketing is aimed at identifying such hidden motives (associations, emotions, previous experience) that influence consumer behavior when seeing brands or specific products.
4. Everyone loves simplicity
Complex information is perceived more slowly. Therefore, our brain strives to minimize efforts, and simple and clear content attracts more attention. That is why minimalist design, short and clear messages are more successful in advertising.
5. Social proof is the cure for doubt
People tend to rely on the opinions of others. Reviews and ratings (all elements of “ social proof ”) activate areas of the brain responsible for trust or mistrust. Therefore, recommendations help increase sales.
6. Archetypes unite
Archetypes are universal symbols that evoke strong associations. These are the images that can be used in marketing to create powerful brand messages. We recently wrote about brand archetypes and their features in more detail in the article.
7. It's all about context (framing)
The situation in which the brand presents information affects its perception. When we “wrap” the same offer in different contexts, we use so-called “framing”. Agree that the wording “save 30% of your budget” instead of “pay 30% less” evokes a more positive response.
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