Neuromarketing: what it is and how it was born
Feb 25, 2024 8:53:07 GMT
Post by sakibkhan49 on Feb 25, 2024 8:53:07 GMT
Neuromarketing, compared to traditional market research, allows us to explore the level of the non-conscious, going below the rational cognitive sphere . But what is neuromarketing? And what are its origins? What is neuromarketing The term "neuromarketing" was coined in 2002 by Dutch professor Ale Smidts, with the intention of marking the birth of a new field of study within marketing . Neuromarketing is a real scientific discipline, and arises from the application of neuroscientific knowledge and practices to marketing . It focuses its attention on the unconscious processes that take place in the minds of consumers , which influence specific purchasing decisions and the emotional connection towards a brand . Through neuromarketing it is possible to combine the traditional approach to marketing with neuroscientific knowledge and practices, giving priority to the role of emotions.
The role of emotions “ We are not thinking machines that get emotional, but emotional machines that think ” (António Rosa Damásio) Neuromarketing is strongly linked to the non-conscious and emotions , given their important role in the decision-making and purchasing process . Emotions, in fact, constitute an important and highly relevant driver for focusing attention : the stronger the emotion aroused by Chinese UK Phone Number List a stimulus, in fact, the greater the probability that this will be taken into consideration by the hippocampus. That is, the brain structure through which information passes to be memorized. In particular, there are six emotions that mainly guide our choices and our decision-making path according to Dan Hill, author of the book " Leveraging Emotions for Business Success": happiness, surprise, anger, fear, sadness and disgust. Today it is thanks to neuromarketing that it is possible to measure and analyze the value of emotions and how much they help human beings in their choices and behaviors.
Attention, emotion and memorization Neuromarketing helps to analyze the three fundamental unconscious processes that guide consumer choices, namely: Attention , which can develop in two different ways: bottom-up and top-down . In the first case we refer to spontaneous attention that starts from an external stimulus, as in the case of a particular packaging with a strong impact on a shelf, which can strike and attract the attention of a subject. The second type, however, indicates attention that comes directly and actively from a subject. This happens when attention is captured by a product because it communicates all the specific characteristics that are sought, therefore based on an active search for a subject. Emotion , which plays a fundamental role in purchasing processes. In this case, it is important to measure: The valence of perceived emotions, whether positive or negative; Arousal, or the intensity of emotions; Motivations, i.e. the impulses that explain the reason for a given behavior and justify the approach or distancing from a specific perceived stimulus; Memorization , the most elaborate and difficult to measure process. In this case there are two dimensions of interest for research: The entry process, i.e. the coding of information and its insertion into memory;
The role of emotions “ We are not thinking machines that get emotional, but emotional machines that think ” (António Rosa Damásio) Neuromarketing is strongly linked to the non-conscious and emotions , given their important role in the decision-making and purchasing process . Emotions, in fact, constitute an important and highly relevant driver for focusing attention : the stronger the emotion aroused by Chinese UK Phone Number List a stimulus, in fact, the greater the probability that this will be taken into consideration by the hippocampus. That is, the brain structure through which information passes to be memorized. In particular, there are six emotions that mainly guide our choices and our decision-making path according to Dan Hill, author of the book " Leveraging Emotions for Business Success": happiness, surprise, anger, fear, sadness and disgust. Today it is thanks to neuromarketing that it is possible to measure and analyze the value of emotions and how much they help human beings in their choices and behaviors.
Attention, emotion and memorization Neuromarketing helps to analyze the three fundamental unconscious processes that guide consumer choices, namely: Attention , which can develop in two different ways: bottom-up and top-down . In the first case we refer to spontaneous attention that starts from an external stimulus, as in the case of a particular packaging with a strong impact on a shelf, which can strike and attract the attention of a subject. The second type, however, indicates attention that comes directly and actively from a subject. This happens when attention is captured by a product because it communicates all the specific characteristics that are sought, therefore based on an active search for a subject. Emotion , which plays a fundamental role in purchasing processes. In this case, it is important to measure: The valence of perceived emotions, whether positive or negative; Arousal, or the intensity of emotions; Motivations, i.e. the impulses that explain the reason for a given behavior and justify the approach or distancing from a specific perceived stimulus; Memorization , the most elaborate and difficult to measure process. In this case there are two dimensions of interest for research: The entry process, i.e. the coding of information and its insertion into memory;