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Neuromarketing v obchode a predaji

12.12.2022 10:34
Natália Mitroshina
Natália Mitroshina

Autor a analytik obsahu v oblasti automatizácie obchodu

як виористовувати нейромаркетинг у продажах

Marketing research has made an important step forward, reaching the human subconscious. Specialists have learned to apply knowledge of the nature of the brain for sales purposes. It has long been known that trade is built on the emotions and weaknesses of consumers. By understanding the tools of neuropsychology, it is easier for marketers to influence the behavior of potential buyers. 
The latest techniques are combined into a separate branch of marketing - neuromarketing, which has been actively developing over the past 10-15 years. How is neuromarketing used in business and what is its role in human life?

What is neuromarketing?

Neuromarketing is a method that combines neurobiology - the science of the nervous system and marketing - a sales management system.
"Neuromarketing allows you to better understand the consumer and his reaction to marketing triggers by directly measuring the processes in the brain and increase the effectiveness of marketing methods by studying the brain's response", — Eil Smidts, the author of the term.
One of the techniques of neuromarketing is to find the most painful place of the client and click on it. The more it hurts - the higher the probability of making an unconscious purchase. For example, women often, guided by fashion trends, buy clothes that do not fit them, and students starve to save money for a new iPhone model.
Neuromarketing helps to determine the consumer's attitude to the product even before he has realized it. This is how neuromarketing differs from traditional marketing - it does not require the collection and analysis of data on the subjective impressions of customers. 
However, neuromarketing itself is not able to establish the initial motives of human behavior and influence them. 
In order to understand human perception, it is necessary to evaluate all aspects of information processing, and that is why comprehensive research can interpret the result better. Neuromarketing methods mainly direct the consumer's choice, make the interaction with the product more atmospheric, but do not change its initial stimuli.

Neuromarketing methods

In neuromarketing, many methods are used to reveal the subconscious attitude of a person to an object, product, design, advertising, brand, etc. Usually external markers of human behavior are analyzed. For example, facial expressions, gestures, physiological reactions:
  • monitoring of the cardiovascular system - measuring heart rate, blood pressure and vascular tone,
  • measuring the electrical resistance of the skin to detect increased sweating,
  • registration of facial muscles contraction,
  • ITracking - determines the direction of gaze, the size of the pupil and the duration of the gaze delay, the degree of concentration of a person on the object and changes in his emotional state,
  • EEG - a method that allows you to record the rhythms of brain activity that change depending on the emotional and physiological state of the person,
  • MRI study of deep brain structures that are responsible for emotional manifestations.

Neuromarketing in action: how to penetrate the buyer's brain

How exactly is neuromarketing used in practice? Experts turn to neuromarketing methods at the stage of researching consumer interests to develop a product, service or advertising campaign. They help to determine which range of goods, design, smell, taste of the product, type of service to choose for a certain audience in order to better influence it.
Large companies can afford research in special neuromarketing laboratories. For example, Coca Cola has its own internal laboratory, where experiments based on neuroimaging and neuromarketing methods are systematically conducted. 

How to influence the subconscious of the consumer using neuromarketing methods?

Neuromarketing in design

An interesting example is a study by Frito Lay, a company that produces Lays chips. It showed that the use of natural and matte colors, as well as photos of healthy products do not motivate to buy. Therefore, the company began to use shiny packaging of bright colors with the image of fried chips.
Campbell's successfully applied neuromarketing to increase sales of soup. Biometric testing allowed to find out that seeing long rows of similar cans with red and white design on the shelves, customers got lost, so sales were low. To keep the target audience in the right department of the store and motivate them to buy more, the company changed the images on the cans.
Steam was added over the illustrations of dishes to recreate the effect of a hot plate. On store shelves, the cans were arranged in pairs, which allowed customers to scan the shelves with their eyes and quickly find the right kind of soup. The image shows how the contrast effect allowed to visually separate the products.
реклама супів Campbell's
Neuromarketing helped Frito Lay in the process of advertising analysis to establish that 30-second ads are more effective than 60-second ones.

Neuromarketing in film and music industry

Neuromarketing is also used in the film industry: for example, to track the audience's reaction to the development of the film plot, the impact of special effects, etc. In the process of neuromarketing research of the film "The Good, the Bad, the Ugly", it was found that the audience's reaction was quite stereotypical. Therefore, the producers decided to make the ending of the film more unpredictable.
An interesting study was conducted by Innerscope Research: it showed trailers of 40 films to more than 1000 people and measured their heart rate, breathing changes, eye movements, etc. The strongest reactions were caused by popular blockbusters, especially the movie "Pirates of the Caribbean 3".
So, neuromarketing can help predict the success or failure of a movie.

How does neuromarketing affect people?

Knowledge of neurobiological processes somehow helps marketers to influence the preferences and choices of consumers through their senses: hearing, sight, smell, taste.

Visual influence

Visual triggers are the most widely used in marketing. And not by chance: most people are visuals. Therefore, work on product design - the selection of colors for the company logo, packaging is crucial for successful branding. Bright colors are considered effective - red, yellow, green. For example, they are used by Coca Cola (red, white), McDonalds (red, yellow, white, green), Pringles (red, yellow). 
However, the role of these colors is often exaggerated. Recent studies have shown that the selection of colors depends in most cases on the context. You are unlikely to choose red to show the environmental friendliness of the product.
In addition, when choosing a color scheme, it is necessary to take into account the scope of the company. Thus, cold blue shades are used to emphasize professionalism, and gray or metallic - to highlight status and high quality (for example, Apple products).

Influence on hearing

An effective motivator for shopping is the background music in stores: light, unobtrusive, but rhythmic. Moreover, music should be selected depending on the direction of the store: in clothing departments - the latest hit songs, in children's stores - music for children, in supermarkets - calm melodies.
The influence of rhythmic sounds on the purchase decision can be found in TV and radio advertising. Rhyming lines and advertising slogans are best engraved in the memory of consumers. This is due to the appeal of advertisers to the limbic component of the human brain - that is, its primitive nature. In ancient times, people used the sounds of tamtams or drums to inform each other about something important.

Influence through taste

Neuromarketing methods allow us to track the brain's response to different taste stimuli and thus improve the taste of food. However, today the taste of most mass-market products is enhanced by artificial substances, which in no way improves their quality.
Unilever together with Neuroconsult conducted neuromarketing research to find out what consumers really think about their popular ice cream. It turned out that ice cream caused respondents more pleasure than chocolate and yogurt.

Influence through the sense of smell

Influencing the customers' sense of smell for sales purposes is called aroma marketing. In grocery stores, cafes, restaurants use aromas that increase appetite - the aroma of fresh pastries, coffee, fruits. Shoe stores use the aroma of leather, spas - fresh smells of forest, sea, flowers. All these aromas inspire shopping. For example, bakeries such as French bakeries and McDonald's restaurants deliberately send the aroma of fresh bread directly to the street through the pipes, and passers-by, feeling hungry, go there to have a snack.

Influence through touch

An effective way to influence consumers. The simplest example is the development of pleasant to the touch packaging. This method is often used by manufacturers of electronics and computer equipment, textiles, clothing, etc. However, in the final decision to purchase such goods, rational speculations of the consumer, such as composition, technical characteristics, etc. win.

Use of cognitive distortions

Cognitive distortions are errors of thinking that arise because the brain simplifies the information that comes to it.
A simple example is the crowd effect. If everyone around you recommends a new smartphone model, others believe that it is really great because so many people can't be wrong. In online sales, the default choice effect is often used: for example, when a more expensive product is offered as a basic option.
In general, there are about a hundred cognitive distortions. Marketers' tricks based on such fallacies can be either transparent - for example, when a service offers a free trial period, hoping that you will not be able to refuse it - or directly manipulative - when the product page in an online store shows that the entire product is sold out and only a few units remain.
Adding insurance to the cost of an airline ticket is a clear example of the use of cognitive distortion: it is easier for a person to rely on the choice that someone made for him.

What to read about neuromarketing?

If you want to learn more about the deep processes in our brain and be able to use them in your activities - we recommend reading the following literature on neuromarketing. Books can be both bought and downloaded from the Internet:
  1. David Lewis, "Neuromarketing in Action". The book of the American psychologist, who is considered the founder of neuromarketing.
  2. Roger Dooley, "NeuroMarketing. How to influence the subconscious of the consumer".
  3. Christophe Morin and Patrick Renvoise, "Neuromarketing training. Where is the "buy" button in the mind of the buyer?".
  4. Trindl Arndt, "Neuromarketing. Visualization of emotions".
  5. Stephen j. Genco, Andrew p. Pohlmann, Peter Steidl "Neuromarketing for dummies".
  6. Martin Lindstrom, "Buyology. A fascinating journey into the brain of the modern consumer".
  7. Roger Dooley, "Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing".
  8. Douglas Van Praet, "Unconscious Branding. Using new achievements of neurobiology in marketing".

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Катя
20-03-2019 в 14:47:31
Ого! Не думала, что прогресс так далеко шагнул. Очень интересно,но даже немного страшно))
Яна
21-03-2019 в 09:29:35
Я сама работала продавцом, и нас, признаюсь, такому обучали. Очень помогает эта технология уладить проблемных покупателей и установить контроль над ситуацией. В продажах по сути все средства хороши.
Дмитрий
20-08-2020 в 15:07:07
Катя, да прогресс далеко ушел. В Украине уже появились крутые представители данного направления
Мери
16-09-2020 в 11:04:20
Мне понравилась) Спасибо за материал с конкретными примерами. Для начинающего бизнеса нужны такие исследования, особенно с нашей конкуренцией на рынке)

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