Neuromarketing as an instrument to support Emotional Marketing

Neuromarketing as an instrument to support Emotional Marketing

Neuromarketing is the study of how the brain works in purchasing decisions for a product, in other words, how people choose. It is a relatively new field of Marketing that investigates the brain’s response to advertising, branding and other types of cultural messages. Try to find the purchase button that, it seems, we all have in the brain, investigating which areas of the brain are involved in the behavior of each client.

The 85 percent of the decision making comes from the subconscious. 95 percent of purchasing decisions are subconscious. These figures support the idea that what moves a human being is emotion and not reason.

The heart has reasons that reason does not understand. The heart decides, and the brain justifies, the pneumology states that the essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions. We must generate sensations that provoke emotions, that provoke feelings, that provoke thoughts and actions.

Emotions are a kind of automatic physiological body revolution, fast and basically unconscious, because the person excited, just notice the release of adrenaline or other behaviors more or less reflexes, that the brain generates before stimulating situations.

The feelings are the conscious way that the brain has to perceive and process, the different physiological reactions that occur inside the emotional person.

While traditionally Marketing specialists have been dedicated to measuring the results of the actions developed, in terms of sales, perception, brands, preferably, with the start and end of the process of consumption of products or services, has been neglecting the fundamental part: what happens in the mind of the consumer: the sequence between sensations, emotions, feelings, thoughts and actions. Mexico Dental Network applies this type of modern technologies to give you a more personalized service

The tests, unfortunately, often, are done without any scientific rigor. They compare the effects produced by different stimuli that are not comparable, because they are not shown in the same conditions. For example, they show logos of “naked” brands, and other brand logos accompanied by other images or stimuli, such as a watch, the packaging of a food, a car, a computer, a pet that appears in the advertisements Of the brand.