According to Gerald Zaltman, 95% of consumer decisions are influenced by processes that involve the unconscious and are therefore irrational. Over the course of a day, we are continuously exposed to countless sensory inputs such as advertisements, commercials, street signs, product designs and consumer experiences which, if considered relevant, are kept in memory, allowing new memories to be connected to other purchases made previously .
The different stimuli are unconsciously scanned by our brain and it is these mechanisms that lead us to make associations with the different brands, connecting them to certain smells, sounds, colors, sensations or emotions.
Neuroscientific techniques shed light on these dynamics, providing companies and marketers with insights into the real needs, desires and perceptions of consumers as
allow you to analyze the emotional and cognitive responses of consumers to different marketing stimuli.
Scholars such as Paul Broca have played a crucial role in understanding the areas of the brain associated with managing emotions. Years later, supported by technological and scientific evolutions, neuroscientists such as António Rosa Damásio, Joseph LeDoux and Paul D.
MacLean have delved into these topics by carrying out important research on the functioning of decision-making processes. Starting from these studies, neuromarketing uses tools such as electroencephalograms that allow you to measure which areas of the brain are activated when viewing an ad or presenting a
certain logo or product. For example, knowing that activation of the left prefrontal cortex is associated with positive emotions, marketers can obtain data on the brain’s response to different external stimuli.
Neuromarketing experts believe that traditional research methods (such as focus groups and surveys) are often very inaccurate, considering that consumers can never perfectly express the unconscious mechanisms that drive them to buy certain products.
Indeed, the rational response of the consumer to surveys or questionnaires is often conditioned by several factors, more or less aware. On the one hand, individuals often try to give the ‘right’ answer because, being naturally sociable, they continuously seek the approval of others and this factor influences the responses and behaviors. On the other hand, however, what we believe we try does not always correspond to reality, which is why the answers provided by respondents often do not coincide with the results of brain imaging tests. However, experts like Elissa Moses, ex-CEO of the Ipsos Neuroscience and Behavioral Science Center, defend the coexistence of these two approaches, underlining how important it is not to underestimate listening to the consumer who can still provide very useful information on the purchase process.

Translate »