The advantages of psychology to our knowledge, they are unsuspected. Over the decades, advances in psychology are used by the world of sport, medicine, education and especially advertising and marketing.
the Neuromarketing it is a relatively new discipline, which seeks to create effective marketing campaigns based on the knowledge we have about the human mind; more precisely, the brain. Does this discipline work? The results might surprise you …
Neuromarketing: getting into the consumer’s brain
It all started with the creation of a very simple technology: the biofeedback. For many decades, psychologists are increasingly trying to learn more about human behavior and its mental processes by analyzing physiological reactions, Such as tension, electric propulsion, perspiration, dilation of the pupils, etc … This is how biofeedback occurs, which consists, thanks to what we know from these recordings, to allow the person learn to relax or control your state of anxiety using a small device that informs you of your physiological state with sound or light.
It’s very simple: the person lies down, puts their fingers on comfortable sensors attached to the small device and hears a high-pitched sound. As he relaxes, the sound gets louder and louder. This simple technology is used not only for learning to relax … but so much more. This is when Neuromarketing comes into play.
Why are some advertising campaigns not working?
Marketers and advertisers were tired of hearing how, what was supposed to have an effect on the minds of consumers, was not working. Perhaps the problem was that they didn’t know well enough how the human mind works. They then started to practice neuromarketing.
How? ‘Or’ What? commercialization start to apply the knowledge of psychology in their studiesAnd using the technology in the sensory recordings, they decided to study which advertisement was most effective in people (use of sensors in those tested, how to measure pupillary response, eye movements, circulation, etc.) . The results were very surprising …
Are the countryside telling us that tobacco kills?
For years there have been campaigns which, with disastrous and very obnoxious pictures on cigarette packs, tell us that smoking kills, causes impotence, or can destroy our teeth. However, the number of smokers is not decreasing. Is addiction the only culprit? Neuromarketing decided to study this case and discovered something surprising … This advertisement increases cravings to smoke. The explanation is simple. The researchers showed photos and messages to smokers and non-smokers.
For non-smokers, the images were very unpleasant and their physiological reactions indicated it. However, these people are not smokers, so they are not really concerned with tobacco use. The curious fact arose when smokers saw the pictures. When you read the word “smoke” and see pictures related to smoke, some memories were activated in his brain and the desire to smoke increased. Modern technology has allowed researchers to prove it.
An ad that works: Harley Davidson
Harley Davidson is a classic brand of motorcycles, with a very powerful image, although these aren’t the motorcycles that anyone buys. These are very exclusive motorcycles, they are neither the fastest nor the most powerful. However, branding is quickly associated with freedom, a way of life, speed, personal power.
The researchers wanted to verify how powerful was the image of harley davidson, Which is usually the motorcycle accompanied by a biker with a beard and long hair. The experience consisted of viewing photographs of several well-known figures, among which was a motorcyclist with his Harley Davidson. The result of the experiment is as follows: the Harley Davidson brand awakens the same areas of the brain as when a person views an image of Jesus Christ. The brand has been associated with so much commitment and for so many years with freedom and a detached and authentic lifestyle, that it is only by preserving this image that they gain followers, whether they are motorcyclists or not.
Neuromarketing, in short, it is a way of bringing together scientific advances in psychology with disciplines such as marketing, Whose main priority is to know people, their tastes, their personalities and their real needs. The goal: to make advertising more honest, effective and efficient, reaching interested people and without breaking through where it is not well received. To achieve this, what we know from our mind is fundamental knowledge.