A person comprehends the outside world through receptors that transmit signals to the brain, which form reactions, including a purchase decision. In most cases, impulses from nerve endings are processed in the head at a subconscious level. The traditional marketing strategy does not work in situations where the person himself can not explain the reason behind his purchasing actions. Patrick Renvoise, in his TedTalk, provides a detailed explanation of a new innovative phenomenon of neuromarketing and its service on the global market.
Neuromarketing is a set of activities related to product creation and promotion based on the study of the subconscious reactions of the brain of the target audience of consumers. The customer has a rational self, emotional self, and instinctive self, which assist him in making a valid purchase decision. It can be actively impacted with the help of external signals, successfully used by trendy marketers. The instinctive self, which the reptilian brain is responsible for, has more influence than the rational one. Striking emotional imagery in advertising helps impact the buyer’s ego and switch on instinctive parts. Advertisements demand a stimulating beginning and end, a tangible concept, and vivid contrast to enhance the message’s perception. The reptilian brain works faster and has a hard time accepting analytical data, so neuromarketing is actively trying to influence it and the emotional reaction, relegating rationality to the background.
Neuromarketing is a new marketing trend that uses the activity of a person’s nerve endings. It is an engaging selling tool because it allows for predicting the buyers’ reactions and receiving reliable data about the target audience’s preferences. The evidence from the neurobiological research allows performing the best solutions obtainable in branding and promotion areas. Understanding the accurate consumer reaction permits adjusting marketing activities and significantly increases profit.