Discover what neuromarketing is and how it can boost your sales
Posted: Sat Feb 22, 2025 4:02 am
Neuromarketing is a field that applies neuroscience principles to explain human behavior. This knowledge is used in marketing research to better understand consumer behavior, according to the principles of cognitive, sensory and affective mechanisms, in response to marketing stimuli received. Want to know more about how this works and how to use these strategies to benefit your business? Keep reading our post today and find out!
What neuromarketing can do
The constant technological evolution of the market, combined with growing competition and rivalry between brands, has enabled the emergence of new forms of research applied to marketing.
For a brand to meet marketing concepts well, it needs to understand its customers, identifying or creating desires and needs for its consumers.
Another striking fact is that advertisements need to find a new way to stand out among so many brands that appear in the media every day, in order to capture the consumer's attention. Often, when faced with advertising campaigns, people end up only temporarily remembering a particular brand mentioned. This shows that there are few brands that truly last in a consumer's memory. When a brand does not consolidate itself in their memory, it is possible that it will be easily exchanged for another at the time of purchase.
Understanding the consumer's mind
The human brain functions based on cognitive and sensory stimuli. Everyday dilemmas egypt mobile database between companies and society, in relation to behavior vs. consumption and between the emotions vs. sensations that a brand evokes, produce complex behaviors that neuroscience seeks to explain, based on neuromarketing research.
According to Pedro Camargo, in his book “Consumer Behavior – the Biology, Anatomy and Physiology of Consumption”, approximately 95% or more of the information processing in our brain happens unconsciously. This means that if we conduct a survey asking a person why they chose a particular brand over another, they will not be able to fully explain what they felt after making the decision. And this is where neuromarketing begins.
Neuroscience, also known as neural science, studies the nervous system and how the brain works. With the advancement of neuromarketing, it has become possible to gain a broader understanding of why consumers choose a particular brand and its subsequent success, as well as the failure of others that encompass the universe of brands and that are not sold as well.
In addition to market research carried out by companies interested in knowing what drives their customers' desires, to discover more about the hidden motivations of the subconscious of the human mind, neuromarketing can also be used to complement these questions in a more objective way.
It all started in the 1990s at Harvard University, based on research by a doctor named Gerald Zaltman. He used an MRI machine to discover a person's favorite brands and products by observing their brain activity. The important point here was that the experiment allowed us to better understand a person's mental activity, and especially how their instincts and emotions are processed unconsciously.
Therefore, it was concluded that consumer choices are much more complex than previously thought, and the answers found with neuromarketing went beyond the data obtained only from interviews and observation of consumers in market research. Understanding that people make decisions and have desires unconsciously means that advertising can be better strategically targeted to consumers.
According to the Neuroscience Marketing website , in terms of neuromarketing, human beings have the desire to be part of one or more groups, because our brains are programmed for this. Steve Jobs used this concept very well at Apple, since being part of the group of customers who owned a device from the brand could make consumers spend hours in a line, just to be able to buy a new iPhone. In addition, Apple customers often acquired a certain antipathy towards groups of people who chose to buy devices from brands other than Apple.
The debate created by Steve Jobs segmented Apple consumers versus those of other brands, and ended up creating a legion of fans who elevated its status beyond the number of sales, becoming a product desired by thousands of people around the world.
Using neuromarketing techniques can take your business to a more precise level of marketing strategies, and is something to really consider in your business.
Did you like the text? Enjoy and share it on your social networks and comment below what you thought!
What neuromarketing can do
The constant technological evolution of the market, combined with growing competition and rivalry between brands, has enabled the emergence of new forms of research applied to marketing.
For a brand to meet marketing concepts well, it needs to understand its customers, identifying or creating desires and needs for its consumers.
Another striking fact is that advertisements need to find a new way to stand out among so many brands that appear in the media every day, in order to capture the consumer's attention. Often, when faced with advertising campaigns, people end up only temporarily remembering a particular brand mentioned. This shows that there are few brands that truly last in a consumer's memory. When a brand does not consolidate itself in their memory, it is possible that it will be easily exchanged for another at the time of purchase.
Understanding the consumer's mind
The human brain functions based on cognitive and sensory stimuli. Everyday dilemmas egypt mobile database between companies and society, in relation to behavior vs. consumption and between the emotions vs. sensations that a brand evokes, produce complex behaviors that neuroscience seeks to explain, based on neuromarketing research.
According to Pedro Camargo, in his book “Consumer Behavior – the Biology, Anatomy and Physiology of Consumption”, approximately 95% or more of the information processing in our brain happens unconsciously. This means that if we conduct a survey asking a person why they chose a particular brand over another, they will not be able to fully explain what they felt after making the decision. And this is where neuromarketing begins.
Neuroscience, also known as neural science, studies the nervous system and how the brain works. With the advancement of neuromarketing, it has become possible to gain a broader understanding of why consumers choose a particular brand and its subsequent success, as well as the failure of others that encompass the universe of brands and that are not sold as well.
In addition to market research carried out by companies interested in knowing what drives their customers' desires, to discover more about the hidden motivations of the subconscious of the human mind, neuromarketing can also be used to complement these questions in a more objective way.
It all started in the 1990s at Harvard University, based on research by a doctor named Gerald Zaltman. He used an MRI machine to discover a person's favorite brands and products by observing their brain activity. The important point here was that the experiment allowed us to better understand a person's mental activity, and especially how their instincts and emotions are processed unconsciously.
Therefore, it was concluded that consumer choices are much more complex than previously thought, and the answers found with neuromarketing went beyond the data obtained only from interviews and observation of consumers in market research. Understanding that people make decisions and have desires unconsciously means that advertising can be better strategically targeted to consumers.
According to the Neuroscience Marketing website , in terms of neuromarketing, human beings have the desire to be part of one or more groups, because our brains are programmed for this. Steve Jobs used this concept very well at Apple, since being part of the group of customers who owned a device from the brand could make consumers spend hours in a line, just to be able to buy a new iPhone. In addition, Apple customers often acquired a certain antipathy towards groups of people who chose to buy devices from brands other than Apple.
The debate created by Steve Jobs segmented Apple consumers versus those of other brands, and ended up creating a legion of fans who elevated its status beyond the number of sales, becoming a product desired by thousands of people around the world.
Using neuromarketing techniques can take your business to a more precise level of marketing strategies, and is something to really consider in your business.
Did you like the text? Enjoy and share it on your social networks and comment below what you thought!