5 reasons why understanding consumer neuroscience will elevate your brand

consumer neuroscience

Implementing consuumer neuroscience to make your brand boom...

How do we, as consumers, dictate decisions on what to buy and how much to pay for it? Well we make purchasing choices based on subconscious changes within the consumers' brain. Thus, understanding consumer neuroscience is imperative if you want a successful brand.

In a contemporary environment we have witnessed a dramatic shift in the understanding of consumption behaviours.

Consumer neuroscience and neuromarketing are contemporary fields of study. However, they have become crucial for all ambitious brands.

Due to the fact that most consumers are becoming increasingly fickle there has not been a more better time to truly know your target audience.

When studying or gathering the msot fundamental understanding of consumer neuroscience we need to start with the following:

  • Sensation and perception
  • Attention and consciousness
  • Emotion and feeling
  • Memory
  • Motivation
  • Preference
  • Decision-making

My expertise in consumer neuroscience and neuromarketing stems from writing my Masters degree dissertation. 

I explored these fields of study to probe'How does the visual presentation of reduced priced products alter consumer attention and behaviour'.

Since then I have been fascinated by how the consumers' brain works and why do their behaviours change.

As such, when I work with clients within this digital marketing agency, we ensure that we study your target consumer's brain.

By doing this we can promote successful marketing campagins that return real results.

Conceptual clarifications

Seeing as this blog will be discussing consumer neuroscience and neuromarketing, I just want to clarify the differences between the two terms.

Both terms are used relatively interchangeably therefore lets decipher the differences from the get-go.

What is neuromarketing?

Neuromarketing is thought the be derived from Ale Schmidts who is a Professor at the Rotterdam School of Management. This term is an subset of marketing that places an importance of studying the effects of marketing stimuli on consumers' sensimotor, cognitive and affective responses. 

In brief, neuromarketing broken down is the study of the consumer's brain when exposed to brand's communication and promotional activities.

In a modern day society, neuromarketing is often portrayed as the commerical use of neuroscience. 

What is consumer neuroscience?

Many academics and business owners have disregarded the term neuromarketing as it has received a bad reputation. The bad reputation has stemmed from many cases of commerical overselling.

Subsequently, the term 'Consumer neuroscience' come into fruition by scholars. This terminology apparently enhances the academic approach of employing neuroscience methodogies and insights.

As such , this gives us a more thorough understanding of consumer psychology and behaviour.

Reason 1: Using consumer neuroscience aids marketing strategies

Applying consumer neuroscience within your brand's marketing strategies will ensure content is tailored to the target audience that will persuade them to making a purchase. 

Utilising the practice of consumer neuroscience and neurophysiology we can additionally assess our consumers' responses to different types of stimuli that we present them with.

When consumers are presented with marketing stimuli they believe that they are making controlled, conscious and fully informed decisions.

However, I have conducted and publishing research that contradicts this.

The research shows that consumer's choices are deviated from what consumers consider being optimal choices.

By utlising this, we can produce promotional material that appeals to consumers and makes them subconsiously wants to purchase our products/services.

Reason 2: Knowing cognitive changes in the brain can help you to reduce consumer pain points

As we all probably know, the brain is by far the most complex organ that a human can have. 

In today's world, we can easily distinguish different aspecrs of the brain and measure the activities by the millisecond. 

To the newcomer, do not be put off by neuroscience. I appreciate that i may seem unsurmountable to get an understanding of consumer neuroscience. 

The human brain consists of four lobes that possess different functionalities. The four lobes are as noted below:

  • Occipital lobe - the processing unit for visuals. This lobe is imperative to consumer behaviour as it processes stimuli rapidly so that humans can understand visual information with ease
  • Parietal lobe - utlised for attention & consciousness. However, it does work other regions of the brain to support with different activites
  • Temporal lobe - crucial for processing auditory stimulus and storing visual memories. Whilst supporting the Occipital lobe by recognising objects
  • Frontal lobe - responsible for decision making, working memory and motor behaviour

The different lobes are responsible for dissimilar  operations and by understanding each lobe, we as marketers, can use this to our advantage.

Reason 3: Consumer neuroscience to reinforce consumer research

Consumer research has been a popular study for over a century. The concept of consumer research derives from a combination of field including: marketing, sociology, psychology and anthropolgy.

For many decades, consumer researchers only really could utilise empirical and ethnography research methodologies to assess consumer behaviour. 

As research was limited for many decades, technological advances researchers now obtain the ability to probe research to a further extent. Thus, giving more validity to data.

Through the integration of consumer neuroscience we can explore the brain in more depth and reveal the neural explanations for behavioural changes in consumers.

The ability to record brain activity with electrodes and advances in neural imaging technology make it possible to determine specific regions of the brain that are responsible for critical behaviors involved in consumption.[1]

By having more validity in consumer neuroscience and neuromarketing data, we can truly understand our customers and what they really want and need.

Reason 4: Consumer neuroscience helps to curate more appealing advertisements

Advertising and emotion

Understanding you consumer's emotions is imperative for success when undertaking advertisements.

Emotion plays a massive part in advertisement memorisation.

If we rewind time back to Christmas 2018 and watch the below ad for Iceland. They played on our emotions superbly.



Consumer neuroscience in advertising research shows us that emotion and ratio are epitomised in different regions of the consumer's brain.

The appeal of advertisements harmonises with neuron changes within the brain. The changes occur throughout the medial prefrontal cortex, posterior cingulate, nucleus accumbens and higher-order visual cortices.

Whereas, in constrast, an unappealing advertisment stimulates the consumer's anterior insula. As a matter of fact, it has been found that the anterior insula hosts the processing unit of negative emotions.

Reason 5: Consumer neuroscience tells us about the brand loyalty of your customers

Consumer research takes a great interest in studying brand association. In regards to the preference of the consumer and how their brain works.

Researchers have proved that there is no devoted area of the brain that establishes perceptions about a brand.

However, further research has shown that alternative regions of the brain are stimulated when the consumer is exposed to a brand rather than a person.

When a consumer are subconsciously making brand evaluation decisions, the region that hosts the semantic object processing unit is ignited.

Whilst research has found that the brain is not responsible for brand association. However, it has been proved that brand loyalty comes directly from the consumer's brain.

Whereas, when consumers make subsconscious decisions when undergoing brand evaluation. They are stimulating the region of the brain that hosts the semantic object processing unit.

fMRI scans has reinforced the importance of utilising consumer neuroscience to progress branding strategies. 

fMRI scans of loyal and less loyal customers are often conducted and in most cases. It is found that in the case of loyal customers the presence of a particular brand serves as a reward during choice tasks.

Nevertheles,, less loyal customers do not exhibit the same reward pathway.

Conclusion

As I have noted throughout this blog, consumer neuroscience is a contemporary marvel that is aiding ambitious brands.

Truly understanding the consumer's brain can enable brands to tailor content that is going to subconsciously appeal to the target audience.

Thus, meaning the consumer is more likely to follow through on a purchase and become brand loyal. 

Want to know more about consumer neuroscience and neuromarketing? Click here to contact me and I will gladly discuss further.

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