Neuromarketing – A Scientifically Driven Marketing Technique

If you look up for the meaning of this new science called neuromarketing on the net, Wikipedia would give you a definition which would sound like this - Neuromarketing is a new field of marketing that studies consumers' sensor motor, cognitive, and affective response to marketing stimuli. This definition though is significant does not offer the essence of its applicability. Neuromarketing is a brand new break-through that attempts to understand, analyze and interpret not only the consumption behaviour portrayed by end consumers but also informs marketers about the reasoning for such behaviour.

Linking this concept to my previous post on Planogram would enable us in understanding how consumers give preference to neatly designed and arranged products on the shelves of retail outlets, why buyers sight initially products that are placed on their left and then scan through the right side of the displays and many such neurologically driven questions. The Anatomy of the NEW creative mind and its four components as depicted in the image are the main highlights around which the concept of Neuromarketing works.

There is the analytical brain which quite obviously analyses the brands, numbers (prices), promo-offers, etc. and then there is the curious mind that looks for closure on anything that is interestingly put across by the marketer, say for instance a teaser ad, or trying out a new brand, etc. Then we have the expressive brain doing the bargaining, information seeking through inquisitive questions, hence marketers need to be able to speak anything and everything that hovers around the product offered for sale. The sensual brain component seeks to satisfy all sensory organs (senses), hence marketers (retailers) stress on persuading buyers to visit their outlets where they can touch, feel, smell and even taste the products. All these components of a buyer’s brain start working as soon as he walks into the retail store, hence marketers must start employing people who are well-versed in neuro science and also understand the concept of buyer behaviour.