The Impact of Neuroscience on Marketing Strategies
Customer neuroscience allows companies to discover hidden customer’s preferences and emotions, then create marketing campaigns and product design for a closer customer-brand relationship.
Neuroscience is a multidisciplinary endeavour based on biology, chemistry, engineering, medicine, physics, mathematics and computer science – to mention just a few – but it’s also one with many benefits for companies and scientists alike. This blog delve into these neuroscience-business links that give both sides sound business counsel.
Understanding the Brain
Understanding the anatomy of our brain is a gold mine for business fields. From marketing and customer support to accounting and HR to stakeholder knowledge of how minds function in human beings.
Neuroscience is an interdisciplinary field with many branches – from anatomy and molecular and cellular neuroscience to developmental, behavioural, neurogenetics, neurogenetics, clinical neuroscience and more. Neuroscientists research the neuronal organization and function, neural networks and connections between them, and these connect to behaviour or response across a variety of behaviours and responses.
The brain can be understood through the neurosciences and the neurosciences, for instance, so companies can price their goods accordingly – using consumer brain activity in response to price points – saving the big companies millions in both money and effort. What’s more, neuroscience helps companies combat workplace stressors like burnout by inventing ways to cultivate a healthy work culture.
Neural Manipulation
Neuroscience can transform marketing strategies. But its use should be done with good sense and ethicism.
Neuroscience and AI-driven software that you embed in your business can make a company more competitive today. This paper explores this intersection and shows how cutting-edge technologies can provide consumer insights and market trends.
Consumer decision-making can be affected by unintentional associations and biases that are hidden from us: neuroscientific measurements such as EEG frontal alpha asymmetry can expose such consumer decision-making biases. Marketers can leverage knowledge of these unconscious influences to better personalise marketing messages and optimize product outcomes, but there are ethical issues in doing so too, such as privacy abuses and consumer resentment for the way brands play with them. With regards to neural engineering, marketeers can counteract neuroscience’s detrimental effect on their businesses. Nerve manipulation means gently pulling and pulling on nerves to relieve tension, increase blood supply, and free up nerves for optimal function.
Ethical Concerns
Neuroscience can be a truly great tool for marketers because you can see into the unconscious side of behavior. But ethics should never be out of mind to protect consumer privacy and well-being while using neuroscience for marketing purposes.
FMRI and EEG testing could monitor the brainwaves and feelings of viewers during an advertisement or packaging design, which gives marketers insights to build better strategies to appeal to more audiences.
Even companies can leverage neuromarketing to craft hyper-personalization techniques to re-target ad content depending on the interests and desires of every consumer. Personalisation like this can make advertising much more effective and will increase sales, but studies must respect the freedom of participants by revealing research goals and harms so that customers know what is being done with their data and they can trust a brand and its customers.
Conclusions
When business applies neuroscience to the way it does business, it can be enormously beneficial to the bottom line. But all these principles need to be delved into and put into practice ethically if they’re to result in a revolution in marketing, and campaigns, that appeal to human beings like nothing else.
The neuroscience is multidisciplinary: psychological, biological, medical, chemistry, philosophical and engineering elements. These include computational neuroscience (as physics and mathematics are used to model the brain); cognitive neuroscience (how the brain constructs thought, problem-solving memory); biological neuroscience (neuro-cell biology); and clinical neuroscience (an attempt to cure neurological disease and illness in humans).
A range of neuroscientific techniques can be used by marketers to get an idea of consumer reactivity to marketing messages: eye-tracking, facial recognition, biometrics (heart rate, skin conductance) and implicit association tests.
