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Within the skull lies the most complex organ known to mankind -- the human brain. With a mass of only 6 kilograms, the brain contains over 100 billion living cells and 1 million kilometers of interconnecting fibers; but, exactly how does it function? Marketing and sales managers would love to know why consumers are attracted to certain advertising, packaging and brands. Martin Lindstrom, author of Buyology: Truth and Lies About Why We Buy, explains the marketing challenge, “When we walk down an aisle in a grocery store, our purchasing decisions are made in less than four seconds…there is no way we can think about that in a complete way. Those decisions take place in the subconscious part of the brain” (2008).
The drive behind
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It likes beginnings and endings and tends to drop the information in the middle. Therefore, placing the most important context in the beginning and restating it at the end is a must to grab the consumer’s old brain’s attention. The fifth stimulus is visual. The old brain is very visual; this may be because the optic nerve is directly connected to it. “About 70% of the body’s sense receptors are in our eyes. To a large degree, we understand our world mainly by looking at it…we have evolved to put our visual senses at the top of our sensory hierarchies, and therefore, visual components tend to trump all others” (Pradeep, 2010). The old brain reacts to an object before your new brain physically recognizes the object. The last stimulus is emotion. When consumers experience strong emotions like happiness, sadness, anger or joy, a flood of emotions rushes into their brain and impact the synaptic connections between the neurons making them faster and stronger. As a result, consumers will remember events better when they have experienced them with strong emotions.
Analyzing Neuroimaging Techniques In order to measure the brain effectively, neuromarketers use the latest technology that assess the brain’s activity most accurately. Although there are apparently many techniques that scientists propose, only a few have stood the test of time and are being used most widely. The three techniques are Electroencephalogram (EEG), Functional
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