CRM Media Managing Partner Berk Hisoğlu spoke about The Consumer Mind and Marketing: Engagement with Neurological Approaches;
The effectiveness of marketing strategies is directly related to their deep impact on the consumer mind. Although traditional marketing methods include many techniques for understanding and influencing consumer behavior, neurological approaches bring a new and deeper perspective to this field.
Neurological Foundations of Consumer Behavior
The neurological mechanisms behind consumer behaviors form the basis of marketing strategies. The human brain undergoes various neurological processes when making decisions about products and services. These processes include perception, learning, memory, and emotions. Brain regions and neurotransmitters affecting consumer preferences are significant targets for marketers. For example, dopamine is associated with the sensation of reward and pleasure and can influence consumers’ satisfaction with a product.
Neuromarketing Research Methods
Neuromarketing employs neurological research methods to understand consumer behaviors. These methods include functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye tracking. fMRI visualizes brain activity in response to specific advertisements or products. EEG measures brain waves to analyze consumers’ emotional and cognitive responses. Eye tracking shows how consumers focus on advertisements or product placements.
Consumer Decisions and Neurological Factors
Various neurological factors influence consumers’ decision-making processes, including emotional responses, personal experiences, and social interactions. For instance, a positive emotional connection with a product can significantly affect consumer decisions. Moreover, social environment and cultural factors play a crucial role in shaping consumer preferences.
Neuromarketing and Sustainable Consumption
Neuromarketing can also be used to promote sustainable consumption practices. Understanding consumers’ attitudes towards environmental responsibility and sustainable products offers marketers opportunities to develop products that reflect these values. Neurological research can reveal the reasons consumers prefer sustainable products and how to strengthen these preferences.
The interaction between consumer mind and marketing is more deeply understood with neurological approaches. The neurological foundations of consumer behaviors, neuromarketing research methods, consumer decisions and neurological factors, and neuromarketing and sustainable consumption represent key topics in this field. These approaches provide marketers with opportunities to more effectively understand and influence consumer behaviors.