Communication strategies take on more attractive paths when advertising and design come together in one field: neuromarketing, which can use techniques like biofeedback, eye tracking and magnetic resonance imaging (among others) to acquire applicable data in the positioning of brands and products.
Emotions and marks
And the fact is that Big brands are not projected to consumers for purely rational data: they integrate strategic analyzes based on human emotions; these internal forces so powerful that they turn thoughts into actions.
Discovering the appropriate stimuli to connect a brand with the audience can be investigated in metaconsciousness: the threads that control consumer behaviors, and that lie underneath human masks, where the underlying reasoning and emotions reside: brain.
The nucleus accumulate, located in the prefrontal mid cortex of the brain, is related to the sensations of: pleasure, reward and pleasure in the consumer, which is a relevant fact, since scientific research from neuromarketing to know what are the most appropriate stimuli to communicate with the consumer.
With respect to the topic, Nestor Braidot, (expert in neuromarketing and who baptized the nucleus acummbens as the: “possible purchase button”) comments: “Within the area of neuromarketing, Brian Knutson and collaborators (2007) verified that the preference for a product activates the nucleus accumulateOn the other hand, the perception of the price as excessive causes a rejection of a product and is related to the activation of insulin, which, as we know, is involved with the feeling of injustice and disgust ”.
On a practical level, a consumer in a pleasant emotional state (by activating the nucleus of accumbens) is more convenient for a brand experience (since it will have greater openness to consume) than a situation of injustice and disgust related to insulin secretion (because it will surely reject consumption).
He neuromarketing can probe advertising strengths by looking at core behavior accumulate before a stimulus: designs, visuals, packaging or any material destined to transmit a brand, if it is activated by the stimulus presented, it is because it makes a good impression on it (it is accepted and the possibilities of consuming increase), even if it does not manifest itself that way. Since when the nucleus of acummbens is activated, the “pleasure hormone” is released: dopamine, which undoubtedly means a more intense approach with consumer emotions, one of the most sought-after goals by brands.
He neuromarketing It is a great tool to guide advertising efforts in a phenomenal way: it already underlined Kevin Roberts the importance of addressing emotions to connect brands with consumers, and in science: Antonio Damasio (expert in creativity and neuroscience) vindicates emotions as a natural and necessary part of human decisions and not only reason as one might think.
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