Neuromarketing does not manipulate the minds of consumers, but it does help to present things in the most effective way.
Neuroscience has helped us understand much better how the human brain works and how it processes information, responds to it and establishes mechanisms to relate to it and to others. This has allowed us to understand, for example, how certain elements have a more important impact than we thought in decisions that seemed to us at first to be more rational. Buy what you buy, for example, feelings come into play.
Therefore, neuroscience and its application in marketing have helped companies to be much more efficient and better presented to consumers. Neuromarketing does not manipulate the minds of consumers, but it does help to present things in the most effective way. How can you achieve the best results? One only has to think about the mechanisms that activate the mind of the consumers. Here are five basic principles to understanding how to get better results.
Familiarity and use experience
There is a link between all these factors. Familiarity, as recalled in the analysis, has a greater impact on consumer and brand trust. Therefore, the more familiar the experience of use, the easier it will be to feel that what is being done is recognised and the response to them will be much more positive.
Therefore, brands and companies should strive to understand consumers and generate elements that help to boost those emotions that end up encouraging confidence. 90% of our behaviour, neuroscientists point out, occurs outside of our consciousness, which causes us to move on impulse and that understanding those impulses (and acting on them) has become such an important issue.
The effect of reciprocity on consumers is one of the principles of neuromarketing that should take more account of what marketers do in establishing their strategy and how and why they do things.
Reciprocity is a principle that acts in our daily life and also affects how we consume: we feel obliged to return favours and pay debts, which means that we also act in relation to brands and companies. Of course, and this is very important, you can not give something by expecting something in return and forcing your hand. The principle does not work like that. It has to be something that is expected without anything so that consumers feel compelled to respond in the same way. For example, one study showed that giving candy with the bill causes tips to increase by 18%.
Fear of scarcity
That’s another of the great principles of neuromarketing that can make things go much better for companies. It is, in fact, one of the best that works for online stores. Not only does it play with the principle that we want those things that we can not have but also with our fear of being without those we want and are limited.
It is what stores do when they put that there are only so many copies of a product. They are not giving that information lightly, but they are forcing our hand. When you feel that there are many products, experts say based on studies, consumers ‘go from’ buying. When you feel however that things are slim, you make the decision much faster. It is bought before it runs out.
When we like things
It is quite logical also: if in our personal life we prefer to relate to those people we like, will we not like the same thing with brands and companies? The effect of taste also has a weight on sales. Getting the consumer to like both the brand and the company, space or even the seller will make it much more feasible to say yes to the purchase. Why do we complement brands and sellers? Actually, it’s because it works. A study by the University of Hong Kong has shown that compliments, even if dishonest, work.
Use the information anchor
Anchoring is a very important element because it affects not only in the moment but also in the future. Consumers use the information they have received in the past and kept it in their mind to make future decisions. That is: they anchor the information and then retrieve it when they need it. Therefore, it is important to fix the most appropriate information, because once established will impact on future purchase decisions. It’s what discount sellers do when, first and foremost, they tell us what it cost in the beginning.