Business

How to use neuromarketing to sell products

use neuromarketing to sell products

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How do you use neuromarketing to sell products? Our guide explains the science behind neuromarketing and how it can work in business.

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An increasing flood of increasingly similar products, ranges or services is increasingly pushing its way onto the market. In the retail sector it has long since made no difference whether a price-sensitive customer purchases his products from mid-range stores like Walmart. Or buys directly from the discounters. 

According to rational criteria, the market services offer a largely homogeneous benefit. Nevertheless, the purchasing behavior of consumers is significantly influenced by cognitively conscious and unconscious decision-making rules.

How to use neuromarketing to sell products

Knowledge of the customer’s needs, perceptions and emotions has been thoroughly examined, but has never been measured directly so far. This deficit is now being remedied by neuroscientific methods that identify emotions as the central driving force behind purchasing decisions. 

How does neuromarketing work?

Research in neuroscience shows that not only – as previously assumed – the right hemisphere, but the entire human brain is more or less emotionally aligned. The most pronounced concentration of emotions is in the limbic system. A largely unconscious, automatic filtering and ordering of the stimuli emanating from a market performance takes place in this brain area. These are then evaluated emotionally and thus generate a specific value profile.

How did this new knowledge come about?

Innovative research methods in the neurosciences make it clear whether the marketing stimuli have been activated and which areas of the brain have been addressed. Above all, the technology of functional magnetic resonance tomography (fMRI) can be used to visualize the activation in the brain. Corresponding areas of the brain “light up” and show whether and in what intensity the activation has been carried out by the corresponding marketing stimuli. Thus, the previous assumption that emotions have a decisive influence on buying behavior can be scientifically proven for the first time.

Emotions not only dominate activities of the brain, but are also considered to be the power center of purchasing behavior.

So can emotions be called the “motor of the purchase decision” and what are the consequences for product marketing?

Based on these findings, emotions represent a central – if not the most central – element in product evaluation and decision-making. These findings are increasingly shaking the previous theoretical concept of “Homo oeconomicus”. The consumer does not make his purchase decision solely based on rational criteria, but is influenced by a not inconsiderable, emotional component. Emotions therefore not only dominate brain activities, but are also considered the power center of purchasing behavior. Products and services need to be emotionally charged in order for them to become attractive to the human brain. Products and services that do not trigger emotions,

Are emotions the new all-purpose weapon in the battle for customers?

Despite all the euphoria about the findings of the neurosciences, no automatism can be derived according to which the generation of emotions always produces successful marketing strategies. In the age of an almost unmanageable variety of offers and providers, emotions must also be used carefully so that emotional overstimulation is prevented. This would possibly confuse the customer and negatively influence his decision-making process. It is therefore advisable to build up stable, emotionally charged competitive advantages and defend them with identity-conforming stimuli.