Neuromarketing is taking the world by storm
Despite the widespread and influence of neuromarketing in the world, many people do not know exactly what neuromarketing is, or how it can be used effectively. Here is 15 fascinating examples of neuromarketing in action by globally known brands.
The eye gaze
It is not a new news that ads that include people are much more effective than those that do not. In particular, images and videos that include babies tend to attract longer and more focused attention from potential customers. Advertisers have long attempted to boost sales for baby products using close ups of adorable baby faces – with the help of eye tracking technology they have identified that this alone is not enough.
As a result of such findings advertisers have now taken on board that although baby faces are popular among consumers, they also make sure that the baby is looking at what they want the consumer to buy.
Using Effective Packaging
We all know the feeling of being drawn to particularly striking or attractive packaging. Advertisers have always known that it’s not always what’s inside that counts, but neuroimaging has managed to take this to a whole new level. Brands such as Campbell’s and Frito-Lay have used neuroimaging to reimagine their packaging. In studies, customers were shown packaging with their responses recorded as positive, negative or neutral. In addition, they were interviewed extensively in relation to color, text and imagery.
Neuromarketing techniques are being employed extensively to redesign packaging and presentation.
Color is the key
When selecting colors, bear in mind that you may be influencing how potential customers feel! Colors can evoke a wide range of emotions, with studies consistently showing a link between certain colors and certain emotions.
Make sure to familiarize yourself with how color may be used to influence purchasing behavior.
For many years brain imaging was purely the reserve of the academic or the scientific. Neuromarketing however, has tapped into the incredible potential of fMRI imaging to grant us insights into human behavior and consumer habits.
fMRI has incredible potential for enhancing marketing strategies, increasing engagement and action.
Sometimes, consumer behavior research goes against what we may have previously believed. A study by Columbia University revealed that too many choices may actually be a deterrent for potential customers. Using different types of setups, they found that displays containing a wide array of options were less likely to get customers to stop.
Less is more and sometimes customers can be overwhelmed by too many choices.
Emotion Response Analysis (ERA) uses EEG imaging to identify the emotional response an individual has to a product, advertisement etc.
Like fMRI, EEG can shed light on the most effective ways of advertising (amongst other uses).
One interesting finding utilized by neuromarketing is that people really don’t want to lose out! People are just as worried about what they might lose as what they might gain. For this reason “buy before it’s gone” strategies are highly effective.
When the alternative option is posed as a loss, consumers are much more likely to buy. For this reason, a concept called “framing” is highly important in neuromarketing. This technique is how advertisers present decisions to consumers in a way that makes them more likely to splash the cash.
Consumers hate to feel they are missing out on a bargain, so make sure to emphasize if they are set to lose out.
The first piece of information your customer receives is highly important. It can be the basis for any subsequent decision making and set the tone for their purchasing behavior. Neuroscientists have discovered a flaw in the workings of the mind, and how it reaches decisions. As individuals, we are rarely able to evaluate the value of something based on its intrinsic worth, but instead compare it with the surrounding options.
Anchoring can help you swing the deal the right way!
The Need for Speed
Neuromarketing is useful for detecting customer trends. Whilst companies often seek to portray a sense of safety and security, speed and efficiency may be what customers are after. PayPal discovered this by conducting a study which found that the promise of convenience activated the brain more than security. They used this information to convert more shoppers to their online payment service by emphasizing their speedy payment system.
Whilst it may seem like emphasizing the safety and security of a product will win customers over, you may instead want to get the message across that your product is fast and efficient!
Revealing Hidden Responses
When testing a new advertisement, Cheetos used focus groups and EEG to evaluate consumer response.
In this particular ad, a woman played a prank on her friend by filling her white load of laundry with orange Cheetos. Focus Groups reported a dislike for the ad, however when an EEG study was ran with the same participants it revealed that they really liked it! Participants in the focus group were afraid to voice the fact they found the ad humorous in case other members thought they were unkind. In this manner, neuromarketing can reveal hidden thoughts and preferences!
Neuromarketing techniques can reveal hidden responses.
Reward and Punishment
Even video game design has started to use psychological principles in the product design process, specifically using reward and punishment in order to make engaging games, and to keep people playing them. By increasing the reward presented by the game, the action may also increase the levels of dopamine (a neurotransmitter) within the brain. This neurotransmitter is associated with pleasure and positive associations, which can increase the attachment to keep playing.
Create a pleasurable experience for consumers to keep them attached, and coming back, to the product.
Whilst advertisements are obviously vital to influencing consumer behavior, the design of products themselves can also be instrumental.
The growth of neuromarketing has the capability to transform the world we live in.
Setting the Right Price
How to price products in a way that tempts consumers is a long-running and contentious question. We are all aware that pricing something at $9.99 instead of $10 is an advertising tactic, but does it work?
One fascinating new piece of information being used by neuromarketers, is that rounded figures are more likely to work alongside emotional decision making, whilst more complex figures work better when the logical brain is engaged. This is because complex numbers make the brain work harder, perhaps convincing it that the complexly priced product is the more logical decision.
Take the neuromarketing approach to setting your price!
Neuromarketing techniques are also being employed to inform how websites are designed.
From color schemes, layouts, font size and beyond, neuromarketers are delving into our website preferences. There are now some firm rules of thumb when it comes to creating websites.
Use science to inform your website design.
Headlines are one of the first things the viewer sees so obviously they need to stand out and be noticed.
As a result they have been heavily researched, with a new neuromarketing technique called “Hippocampal Headlines” being coined. What does this mean? Researchers at University College London found that when a familiar phrase is slightly altered, our hippocampus is activated, and our attention is piqued! Many bloggers have used the example of Patron and their marketing slogan “Practice makes Patron” as an example of this.
I hope you have enjoyed these examples. If you want to learn more about neuromarketing, please feel free to get in touch.