Neuromarketing: Exploring the Brain of the Consumer

The question on many business owners’ minds is, “What is neuromarketing?” Exploring the brain of the consumer. The answer is as simple as that. Of course, most of you probably won’t settle for an answer like that. Savvy marketers want to know the details. If that’s the case, you’ve come to the right place.

During the early ’80’s, Pepsi ran a marketing campaign that pitted Pepsi versus Coca-Cola in a blind taste test. Random consumers were asked to choose which soda they liked best while they were blindfolded. Despite the fact that people invariably chose Pepsi, it did not become the dominant soft drink on the market.

A neuroscientist named Read Montague wondered why, so he developed a test that once again pitted Coke and Pepsi against each other. This time, though, participants were hooked up to an MRI while they tested each product. The results were about a 50/50 split between the two products. However, when participants were told that they were drinking Coke, over 75% of them said they liked it better.

What was more intriguing was the fact that when participants were told the soda they were drinking was Coke, their medial prefrontal cortex started firing. Montague theorized that their brains were focusing on the brand and overriding the actual taste of the product. This was the beginning of the study of neuromarketing.

Like Montague, marketers want to figure out what makes consumers tick. Understanding what goes on in a consumer’s mind and the psychological responses that a consumer has to a product or brand is the whole point of neuromarketing. Exploring the brain of the consumer is at the crossroads of clinical psychology, neuroscience, and marketing.

As a businessperson, you probably want to know what makes your customers tick, too. You’re interested in how to sell more of your products or services, and create brand loyalty. Neuromarketing is a 1 to 1 marketing strategy that can help you develop highly targeted, personalized marketing programs for your customers and potential customers. It brings together the best of converging technologies and utilizes all forms of media in order to provide hyper-relevant marketing communication to your target audience. In return, you receive unparalleled ROI.

Neuromarketing has helped many businesses gain a strong foothold within the realm of marketing to their customers on a 1 to 1 basis. Isn’t it about time that your business began harnessing the power of this amazing marketing strategy?