{"id":1271,"date":"2024-03-03T21:03:17","date_gmt":"2024-03-03T20:03:17","guid":{"rendered":"https:\/\/openmarketinghub.com\/marketing-en\/neuromarketing-neuroscience-for-branding\/"},"modified":"2024-08-11T23:51:09","modified_gmt":"2024-08-11T21:51:09","slug":"neuromarketing-how-neuroscience-transforms-branding","status":"publish","type":"post","link":"https:\/\/openmarketinghub.com\/en\/level-a-en\/neuromarketing-how-neuroscience-transforms-branding\/","title":{"rendered":"Neuromarketing: neuroscience for Branding"},"content":{"rendered":"\n

Traditionally, in economic thought, a rationalistic vision of the individual has prevailed, understood as Homo oeconomicus<\/strong>, a rational consumer interested only in the evaluation of costs, functions and benefits with a complete exclusion from the field of investigation of the subjective, emotional and hedonistic factor. <\/p>\n\n

\n

“People don’t think what they feel, they don’t say what they think and above all they don’t do what they say.” <\/p>\n<\/blockquote>\n\n

This statement attributed to David Ogilvy in the 50s provides a clear signal that something was wrong in the survey of the individual consumer. <\/p>\n\n

’80. The emergence of the emotional and experiential factor <\/h2>\n\n

The rationalistic vision prevailing until about the ’70s has been progressively healed since the ’80s with the studies of Holbrook and Hirshman who in 1982 began to introduce the concept of “Consumer Experience” thus moving from a vision of rational consumer to individual with experiences and emotions and theorizing the CEV model (Consciousness, Emotion and Value) in which a general framework is built focused on an experiential vision focused on the symbolic, hedonic and aesthetic nature of consumption and which considers the experience of consumption as a phenomenon directed at the pursuit of fantasies, feelings and fun. <\/p>\n\n

In 1987, John Kihlsrom introduced the concept of “cognitive unconscious” by which he means those unconscious cognitive processes that determine the functioning of our conscious reactions and thoughts, thus bringing to light that much of the work done by the mind takes place outside the perimeter of consciousness.<\/p>\n\n

In 1988 it was postulated, according to R. Belk, that consumer goods are a means for the construction and transmission of one’s identity.\nTherefore constituent elements of the individual. <\/p>\n\n

’90-2000 The holistic vision<\/h2>\n\n

With Damasio’s studies, the two tracks considered separate begin to be considered as interdependent, so the emotional dimension from a separate and disturbing factor to the rational process becomes a complementary part if not even strengthening and functional.\nAccording to this view, in fact, the first part of the reaction and decision process is always instinctive, the mind intervenes only later in rationalizing the choice according to a logical explanation. <\/p>\n\n

Benjamin Libet through the encphalography of subjects of subjects who were asked to perform a simple task at will, electrical impulses were detected a few hundred milliseconds before perceiving the will, then the activation of the muscles developed not only before the start of the movement but also about 200 milliseconds before the subject realized that he had made a decision. <\/p>\n\n

This new awareness paves the way for the need for new tools to investigate the consumer’s mind in the processes of approaching or moving away from the choice of consumption.<\/p>\n\n

“The cognitive mind plays an important but residual role in the purchasing process: it delays and rationalizes choices at an emotional level”<\/p>LUGLI G., Neuroshopping, come e perch\u00e9acquistiamo, Apogeo, Milano, 2011.<\/cite><\/blockquote><\/figure>\n\n

Neuromarketing<\/h2>\n\n

Neuromarketing is the application of neuroscience to traditional marketing studies with the aim of establishing relationships between marketing stimuli, the brain areas in which these stimuli have been processed and the physiological consequences related to the nervous system, so that these areas can be associated with cognitive, psychological and emotional processes and can generate an understanding of the consumer.<\/p>\n\n

The first news about the use of neuromarketing techniques dates back to June 2002, when an Atlanta (USA) advertising company, Brighthouse, announced the creation of a department for the use of functional magnetic resonance imaging (fMRI) to conduct marketing research (Fisher, Chin & Klitzman, 2010).<\/p>\n\n

Traditional methods such as surveys and interviews often fail to capture the emotional and irrational responses that influence consumer behavior due to factors of possibility, interference, or impossibility, such as difficulty in self-evaluation, willingness to cooperate, or the transmission of incorrect information on sensitive topics or the need for social acceptance.<\/p>\n\n

Neuromarketing, on the other hand, fills this gap by examining responses at the neural level to gain deeper and more reliable insights into consumer motivations.<\/p>\n\n

Neuromarketing presents an opportunity to overcome these obstacles, as research participants do not have control over the information collected <\/p>Butler, 2008; Hubert & Kenning, 2008 and Fugate, 2007<\/cite><\/blockquote><\/figure>\n\n

Main diagnostic methodologies<\/strong><\/h2>\n\n
    \n
  1. Functional magnetic resonance imaging (fMRI):<\/strong> Capable of measuring deeper and smaller brain structures, therefore with high spatial resolution. Together with the electroencephalogram, it is the most widely used technique. This technique requires a delay of 6 to 10 seconds to register the processing of neurons, which is a major disadvantage compared to several marketing stimuli, because these numbers constitute a low temporal resolution (Ariely & Berns, 2011).<\/li>\n\n\n\n
  2. Electroencephalography (EEG)<\/strong><\/span>: The most widely available, least invasive and cheapest system, <\/span>but It can only record the most superficial electrical signals. Therefore, unlike fMRI, EEG has a high temporal resolution and a low spatial resolution.<\/span><\/li>\n\n\n\n
  3. Positron emission tomography (PET):<\/strong><\/span> A technique with similar validity and spatial resolution to fMRI, but radioactive particles (positrons) must pass through the participant for results to be collected, making this technique highly invasive.<\/span><\/li>\n\n\n\n
  4. Magnetoencephalography (MEG):<\/strong><\/span> Excellent temporal resolution and spatial resolution higher than EEG<\/span> but the cost required and the magnetoencephalography session is very high<\/span>.<\/li>\n\n\n\n
  5. Eye tracking<\/strong><\/span>: Able to measure consumer attention focus, visual behavior pattern of gaze fixations, pupil dilation, focus, and microfocality<\/span>. Among the main disadvantages is the fact that it is not possible to understand which emotions are associated with the areas that have been the focus of attention<\/span>.<\/li>\n\n\n\n
  6. Cardiovascular parameters<\/strong>: This approach records heart rate and its variability, blood pressure, the interaction between heartbeats, and pulse transition time to infer the emotional and attention states of research subjects.<\/li>\n\n\n\n
  7. The galvanic skin response<\/strong>: This technique measures the objective arousal caused by an emotionally relevant stimulus. The central nervous system is directly linked to the reactions recorded on the hands of individuals and this method is able to identify neural responses that precede certain emotions, such as happiness, sadness, fear, anger, disgust and indifference (Banks et al., 2012).<\/li>\n<\/ol>\n\n

    Implicit test-based method<\/strong><\/h2>\n\n

    Implicit tests measure consumers’ unconscious reactions to various stimuli. These include implicit association testing (IAT), which measures the strength of mental associations between concepts, and eye-tracking technology, which monitors eye movements and fixations to determine what attracts consumers’ attention.<\/p>\n\n

    One of the biggest neuromarketing successes was Coca-Cola’s rebranding strategy in 1985. When Coca-Cola introduced a new recipe called “New Coke” and discontinued the classic recipe, consumers reacted negatively.<\/p>\n\n

    Neuromarketing studies revealed that consumers associated positive memories and nostalgic feelings with the original flavor of Coca-Cola. Coca-Cola quickly restored the original recipe as “Coca-Cola Classic,” which was warmly received by consumers. This case study illustrates how emotional, non-rational consumer responses can influence a brand’s success.<\/p>\n\n

    Another successful example of neuromarketing is BMW’s “The Ultimate Driving Machine” advertising campaign. This campaign focused on positioning BMW as a luxury sports car brand that offers an emotionally fulfilling driving experience.<\/p>\n\n

    Neuromarketing studies found that consumers associated BMW with attributes such as performance, style, and social status. By tapping into these emotional associations, BMW’s campaign helped transform brand perception and increase sales. This case study shows how neuromarketing can be used to design highly effective advertising campaigns that connect with consumers on an emotional level.<\/p>\n\n

    In conclusion, these case studies demonstrate how neuromarketing can provide valuable insights into branding and consumer engagement strategies. Understanding consumers’ emotional and subconscious responses is crucial for building successful brands that resonate with your target audience.<\/p>\n\n

    Sources: <\/strong><\/p>\n\n

      \n
    • “A Review of Studies on Neuromarketing: Practical Results, Techniques, Contributions and Limitations” Vitor Costa Rozan Fortunato, 2013<\/li>\n\n\n\n
    • “Neuromarketing Manual” C. Garofalo, F. Gallucci, M. Diotto, Hoepli Editore 2021<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

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