In the ever-evolving landscape of marketing, understanding consumer behaviour at a deeper level has become paramount. Neuromarketing, the intersection of neuroscience and marketing, has emerged as a powerful tool to decode the subconscious preferences and decision-making processes of consumers. Here I make an attempt to dive into ten critical aspects of neuromarketing, illustrating each with contextual examples from around the globe.
Additionally, we will explore the role of the human subconscious mind in influencing consumer behaviour and decision-making. The aim of this article is to share a crisp understanding of how neuromarketing is applied in various contexts. Personally, I enjoyed writing this piece! So let’s get straight into this magic! Here we explore 5 aspects and in my next article we will explore another 5.
- Neuroimaging Techniques: fMRI and EEG
Functional Magnetic Resonance Imaging (fMRI) and Electroencephalography (EEG) are pivotal in neuromarketing research. fMRI measures brain activity by detecting changes in blood flow, while EEG records electrical activity in the brain.
For instance: Coca-Cola used fMRI to compare brain responses to their product against Pepsi. The study revealed stronger emotional engagement and memory association with Coca-Cola, explaining its market dominance despite similar taste preferences.
- Eye Tracking and Visual Attention
Eye tracking technology measures where and how long a person focuses on certain elements, revealing what captures visual attention. This data helps in optimising ad placements, packaging designs, and website layouts.
Example: In Japan, Uniqlo used eye-tracking studies to redesign their website. By analsing which areas garnered the most attention, they streamlined the site to enhance user experience and increase online sales.
- Implicit Association Testing (IAT)
IAT measures the strength of associations between concepts in our subconscious mind. It’s used to uncover implicit biases and preferences that traditional surveys might miss.
Example: A European car manufacturer used IAT to test implicit brand associations. The findings showed a strong subconscious association between their brand and luxury, guiding their marketing strategies towards reinforcing this perception.
- Emotional Engagement: Facial Coding
Facial coding analyses micro-expressions to gauge emotional responses to marketing stimuli. This technique helps in understanding genuine emotional reactions that consumers might not verbalise.
Example: In the U.S., a prominent fast-food chain utilised facial coding to test new commercial concepts. The analysis showed higher positive emotions for ads featuring family and friends, leading to a more effective campaign strategy.
- Behavioural Economics
Neuromarketing often incorporates behavioural economics principles like loss aversion, anchoring, and social proof to craft persuasive marketing messages.
For instance, what I hear is Amazon employs behavioural economics through techniques like scarcity (limited time offers) and social proof (customer reviews), leveraging these principles to drive purchasing decisions globally. Now, I am sure you are able to think of more such examples!
So, neuromarketing continues to evolve! In part II, we will dive into 5 more aspects.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Extending beyond academia; Ankoor has been honoured with the "CIRCLE OF EXCELLENCE 2024" award by Passion Vista and recognized as the "MAN OF EXCELLENCE, 2024" by the prestigious Indian Achievers' Award. Additionally, he received the "LEADER 2.0 AWARD, 2023" from adgully and was named a "DIGITAL KAIZEN LEADER by DigiAdCon 2024”, Dr. Dasguupta's contributions to the field of marketing are widely acclaimed, marking him as an inspiring thought leader in his domain. Ankoor is also a member of IMA India’s CMO Forum.
Most recently Dr. Dasguupta has been selected and felicitated with the national level award -Dr. A.P.J Abdul Kalam Inspiration Award 2024 in the category Youth Icon of the Year.
Dr. Dasguupta is a key member of the esteemed International CMO Council and keeps delivering lectures at top Business Schools and also colleges at University of Delhi. As an industry expert, Ankoor has also been a member of the interview panel at MICA for their PGP Group Exercise & Personal Interview PI process for PGDM-C/PGDM selection for two consecutive years. Dr. Dasguupta is also on the Advisory Board of the Marketing Department at ISBR Business School, Bangalore. Recognized by DMA Asia as a marketing Ace, Dr. Dasguupta is a LinkedIn Top Voice, advocate of social impact, driven by kaizen, Ankoor believes in the power of Energy and Energize
Dr. Ankoor is practicing his PCC (Level 2) coaching from the gold standard International Coaching Federation [ICF]. He is a people's person and has worked across functions in senior leadership positions in marketing, advertising, media & communication with a pedigree of 24 years and ongoing exciting journey. Trained from Dale Carnegie in Mentoring to Develop Talent, Ankoor is a marketing practitioner, a coach, a knowledge manager, a team builder, a thought-leader, an avid writer with close to 100 published articles / interviews and is a Thought Leader. Dr.Ankoor wears the hat of a CMO as well. His leisure pursuits are reading, effective listening and percussion. Follow Dr. Ankoor Dasguupta on LinkedIn| https://www.linkedin.com/in/ankoordasguupta/
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