From Nielsen, the TV audience ratings company, an article on its blog by Dr. A.K. Pradeep, CEO of NeuroFocus, Inc. and author of the forthcoming book, The Buying Brain: Secrets for Selling to the Subconscious Mind, which provides the knowledge and the tools necessary to help marketers understand how to appeal to the subconscious on a very practical level by covering the five major areas of neuromarketing practice: brand, products, packaging, in-store marketing, and advertising:
Each year a trillion dollars is spent on communicating to and persuading the human brain, yet few understand how the brain really works—what’s attractive to it, how it decides what it likes and doesn’t like, and how it chooses to buy or not buy the infinite variety of products and services presented to it every day. Neuromarketing research is revealing a myriad of fascinating insights that help improve the effectiveness of every aspect of clients’ brands, products, packaging, in-store marketing, advertising, and entertainment content.
Among the five senses, vision is the most pronounced and the brain will discount information that is not in concert with the visual stimuli it receives. The sense of smell is quite powerful too, as it is the most direct route to emotions and memory storage. Being linked with a pleasant, iconic smell can significantly improve a product’s success in the marketplace.
Brains are also quite empathic and it is a neural “monkey see; monkey do” mechanism that can help companies around the world create and market products and services that consumers will find naturally compelling. Mirror neuron theory says that when someone watches an action being performed, he or she performs that action in his or her own brain. Activating this mirror neuron system is one of the most effective ways to connect with consumers. Consider how watching a close partner handle a stressful conversation can cause your blood pressure to rise; how seeing a bicyclist zoom down a hill will elevate your heart rate and give you a feeling of alertness and possibly even a mirrored endorphin jolt.
While human brains are remarkably similar, there are some fundamental differences such as age and gender that affect how we respond to stimuli.
- The Boomer Brain: There are 44 million baby boomers in the U.S. who control 77% of all financial assets. After age 50, the brain becomes less able to screen out distractions, presenting a huge implication and a great opportunity for marketers…
[continues on the Nielsen blog]