Neuromarketing: Concept and Application


Lately, we live a tendency to the “neuro”. Thus, several of us know or have heard of neuromarketing. What exactly do we mean by this concept? What considerations must be taken for its application?

Neuromarketing can be defined as the study of the brain in a multidisciplinary way that gives support to psychology in order to understand the complexity of mental functioning. By doing so, we can better understand how our brain produces behaviour, how it learns, how it stores information, and what external agents affect it.

Neuromarketing can be a great support because you can take advantage of what is already known about the functioning of the brain. This helps to support and contrast, through the tools of marketing and consumer behaviour, the different applications of marketing and thus outline the strategies that the organisation must follow.

Neuromarketing can be a great support because you can take advantage of what is already known about the functioning of the brain. This helps to support and contrast, through marketing tools and consumer behaviour.

Considerations for its application

Through neuromarketing, we can identify what types of conscious and unconscious reactions the person has through brain activity. You can also have a read of the physical reactions of our body.

The collection of physiological data contrasted with the data collected by the different market research techniques and a control of the different marketing stimuli will allow an internal and external review of consumer perception and the effects of the marketing strategies to follow. However, the complexity of this procedure makes extensive knowledge necessary for its application.

First, it requires notions about the functioning of the human brain in order to understand what applicability neuromarketing can have and what exact tools can fit the needs of the company. Once this is identified, it is important to make sure that specialists have not only a correct reading of the physiological data, but also to isolate or identify the different stimuli that we want to evaluate so that the observable results actually correspond to what We want to measure. In addition, it is important to consider that it is important that the whole organisation can be oriented to the needs of the consumer and customer, in order to be aligned not only in marketing actions but also in strategic organisational decisions.

Beware of trends

In order to determine if an organisation is prepared to implement neuromarketing, it is interesting to start from Rogers’ Theory of Diffusion of Innovations (1993), which sets out what would be the rate of acceptance of an innovation by a society or a social group. In this way, depending on the time and market of the product, the population is divided into different stripes depending on the pace or time they take to accept an innovation. This is how we have the Innovators, who would correspond approximately 2.5% of the population, the First Followers with 13.5% of the population, the Early Majority with 34%, the Late Majority.

According to this theory and some critics, the Innovators and First Followers are “bold enough” to acquire an innovation of their own free will and moved by that inner desire to want to be the first. Meanwhile, the rest of the groups are going to buy the new product or service by imitation, although it is necessary to distinguish the group of Majority Precoz because they will want to acquire it faster to be fashionable, while the other two groups will acquire it by tendency or necessity for obsolescence of the products prior to said innovation.

This phenomenon is very much in technology, where, for example, 2.5% of the population would wait for the launch of the last cell phone of a known brand probably camping at the store door, but it would be really for the acquisition of the novelty by part Of the 13.5% of the First Followers that effectively “activates” the rest of the “acceptance bell” and these identify it as a fashion. This will accelerate the acquisition of innovation – the cell phone – in a much faster way.

In this way, innovation and fashion are born in society. And like all fashion, not everything “makes us feel good”. We must identify the advantages and disadvantages of neuromarketing in order to know if our organisation is positive to apply it, if it is the time and even if we have the necessary tools for it, even with a consultant specialised in this subject.

Everything “neuro” is better in its right measure and well applied.

Do you consider that your organisation is prepared to apply neuromarketing? Are the related areas and the people who work in them aware of what can be done with the knowledge of the functioning of the brain and its applicability?

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