Posted in Marketing, Research, Shopper Marketing

Neuromarketing for Retailers – Part 1

This month I am starting a new series on Neuromarketing. In this post, just a few salient facts to whet your appetite. In future posts I will highlight what neuroscience reveals about how different groups of people are different and similar.

Millions of people, including me, have jobs that aim to persuade human brains. Pradeep (2010) estimates that a trillion dollars a year is spent on this activity. All the facts that follow are based on his latest book – The Buying Brain – but the opinions are my own.

The science of Neuromarketing is not new, but is becoming increasingly fashionable. I have been studying Consumer Behaviour since 1990, including formal qualifications, but the only thing I know for sure is that I know very little. (In fact, I own the domain name nanomarketing.com.au – wanting to do something with it one day when time permits.)

The basics that most people would agree:

–    The brain is complex.
–    Your brain is capable of 200 million billion calculations per second.
–    A super-computer has 60,000 miles of wiring – less than a third of the cranial equivalent.
–    Your brain is fundamentally quite similar to what it was 100,000 years ago.
–    The Science behind is still occasionally disputed, but increasingly less so.
–    The brain is 3% of your body weight, but consumes 20% of the body’s energy.
–    Men and women are fundamentally different. The corpus callossum (which connects the two hemispheres) is thicker in females, resulting in big differences in how information is processed.

The dos and don’ts of neurmarketing

The brain is frustrated by:
–    Tasks that take too long to resolve.
–    Clutter
–    Messages that distract/ don’t apply

The brain can’t ignore
–    Novelty
–    Eye contact
–    Pleasure/reward images (that are relevant to us)

Your challenge is to think about how you may apply this in your marketing.

Next week we look at what Neuromarketing means in the Boomer Market.

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