The Contributions of Neuromarketing in Marketing Research: Neuromarketing

The Contributions of Neuromarketing in Marketing Research: NeuromarketingMarketing research is about discerning, explaining, and anticipating consumer behavior relevant to individuals, groups, and organizations. Marketing research comprises a wide range of disciplines beyond consumers’ persuasion toward buying a certain product. The “buy button” is a significant area of interest in the eyes of academic researchers just like the “love button” to psychological scholars. Neuroscience has demonstrated that a consumer buys a certain product not just because of its characteristics, cost, or the product’s advertising message but mainly on the basis of an intuitional relation with the product’s brand. Consumer perceptions about brands are built gradually through time and experiences that help extract evaluations in the customer’s mind. This explains why, for example, certain consumers go to McDonald’s or wear fashionable sneakers; it is not because of the way the product looks, tastes, or fits but rather because of the way the product or the service perfectly matches their lifestyle. Consumers buy products according to the way their brains envision the products and the extent to which they identify themselves with the goods they buy and how those goods could harmonize perfectly with their lives. Neuromarketing intervenes to help marketers understand the way a consumer’s brain perceives different brands and identify multiple factors determining the choice. Stock Exchange

Christophe Morin, a marketing specialist and coauthor of Neuromarketing: Understanding the “Buy Button” in Your Customer’s Brain, determined some key points of neuromarketing as a way for companies to enhance their products, services, and marketing strategies. Morin stated that consumers’ choices are made subconsciously, in the posterior regions of the mind, “the primal brain areas” where basic “fight-or-flight” instincts or basic strong buy buttons exist. According to Morin, consumers are absolutely self-centered, which means that people buy goods that will make a difference to their lives, abolish pain, or bring them more enjoyment. Neuromarketing studies have shown that consumers crave contrast, since consumers are captivated by the ad that comprises considerable contrast over 10,000 typical ads. Similarly, consumers prefer concrete visuals instead of abstract written ad messages, since visual memory can generate a greater impact and lead to more rationalized choices. According to Morin’s study, people like to experience emotions because emotion creates a chemical change in the brain similar to the way hormones flood the brain and alter the pace with which neurons interconnect; hence, people remember those connections. fMRI experiments have recognized that brain parts such as the orbitofrontal cortex and ventromedial prefrontal cortex are active in brand selection and constantly determine various procedures of individual subjective value, including willingness to pay and relative value.