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Neuromarketing Myths implies the implementation of neuroscience into marketing is a complex field that spans across many diverse areas. But, since neuroscience itself is a kind of hybrid science based on a multidisciplinary approach that connects many different fields like physiology, psychology, anatomy, biology, cytology, computer science, and mathematical demonstrating to explore the nervous system.
Neuromarketing started to gain popularity and became a hot topic in the 1990s when Harward professor Gerald Zaltman launched his Zaltman Metaphor Elicitation Technique. The purpose of this technique was to optimize the sales of advertising. It was based on analyzing the images that provoke a desirable emotional response and lead the consumers to purchase.
Today, Neuromarketing has many more tools to provide marketers with accurate information about consumers’ emotions, interests, and unconscious motivations. For example, it uses brain activity measurement and biometric technologies to measure a consumer’s response to a specific trigger, such as a TV ad, promotional banner, chatbots, product placement, and other essential things to marketers.
Neuromarketing Popular Myths
MYTH 1: Having a celebrity endorsement helps your brand
Do you tend to buy every product endorsed by your favorite celebrity? Not really, or probably just once.
Research shows that having a celebrity endorsement in your advertisement can take the attention away from your brand. It may initially help capture the audience’s visual attention but can, unfortunately, eclipse the brand altogether. This phenomenon is coined Brand Visual Eclipse, and it’s something marketers need to keep in mind when using celebrity endorsements.
MYTH 2: People who have used your brand before will remember you better
The University of South Australia investigated whether brand usage impacted the advertisement recall of 700 participants with 64 advertisements.
The results showed that although you have used the brand before, it does not mean you will have it top of mind when shown a series of adverts you must recall (this excludes heavy brand users).
MYTH 3: Consumers are entirely rational shoppers
The Rational choice theory in economics states that we are rational and will make decisions to maximize the outcomes in our favor. We will evaluate with information, pros and cons, price comparisons, and pick the best results. The opponents of this theory in behavioral economics have proven very different outcomes, as people tend to buy irrationally and more on cognitive biases.
MYTH 4: Neuromarketing makes people do things they don’t want.
With the recent focus on fake news and the echo chamber effect of our online existence, many believe that what we consume has tremendous power over us and that neuro marketers exist to harness that power, for the benefit of their customers, at our expense. Understanding how the human brain works can help brands build more robust customer ties. Marketers have a tremendous opportunity to improve the impact of their messages and the customer experience, delivering real value to the buyer and the brand.
The truth: Marketers can use Neuromarketing to help design better products, packaging, and brand elements that are poised to make a deeper emotional connection with consumers. But it’s not magic. Therefore, product-to-market assessments are still necessary and must perform before any Neuromarketing assessment. Consumers still have a choice. No amount of Neuromarketing can make someone want something they don’t care about.
MYTH 5: Neuromarketing is not based on any proper science
Neurobolucks. Sure, plenty of books talk anecdotally and then try to draw firm conclusions based on disproportionately small data sets. Some companies are picking up on the popular idea of taking advantage of it, as it is in any relatively new field of study.
Based on firm and recent science, what is happening is this: the gap between what neuro marketers claim to know about the human brain and what the scientific canon does know is closing. As a result, Neuromarketing is no longer pseudoscience, as scientifically sound and academic research is discovering that consumer neuroscience can have tangible and applicable results.
The truth: Like everything in this age of fake news, be aware of the latest developments. If you are engaging in Neuromarketing strategies or using the experiments of others to inform your work, make sure they have employed sound research principles based on determining the truth.
Neuromarketing is useful within a broad range of commercial testing. In addition, there are many examples of Neuromarketing research in practice and how information gets share and process to help with the buyer’s journey.
Why Should Marketers Care About Neuromarketing?
Neuro marketers like to point out that traditional market research methods, such as surveys, focus groups, and the like, focus on the conscious mind of the consumer. At the same time, the most important insights are available in the consumer’s unconscious.
This fact is often used as a crucial argument for using Neuromarketing. Neuroscientists claim that up to 95% of all our feelings, thoughts, and learning are experienced by our brain before we are truly aware of it. Unfortunately, although many studies have shown its usefulness and accuracy, Neuromarketing research is quite expensive and out of reach for many companies.
Traditional marketing tools can only measure and know what happens within 5% of the consumer’s brain, while the most important processes occur in the unconscious mind.
The main methods of Neuromarketing Myths
Neuromarketing is not just one thing. There are many ways to carry out this cutting-edge research. The main neuromarketing myths research methods include:
- Electroencephalography (EEG), which can measure attention, emotional engagement, and memory stimulation
- Magnetic resonance imaging (fMRI) function can detect stimulated areas of the brain, showing real-time indications of emotions such as trust, anger, desire, and disgust.
- Eye tracking helps us understand how humans process visual stimuli and can improve website user experience.
- Biometrics measures the body’s response to stimuli by examining blood pressure, skin response, respiration, heart rate, and sweat gland production.
Neuromarketing does not seek to replace traditional market research but to complement it.
Companies that Use Neuromarketing Myths
- The pioneer in this field is Coca-Cola with its blind test experiment where it was determined that consumers really prefer the taste of Pepsi but only as long as they don’t know they are trying Pepsi. Today, Coca-Cola even has its neuromarketing lab to run tests to determine which ads appeal to consumers.
- Hyundai opened the door of the automotive industry to Neuromarketing. To establish what type of car design consumers find most attractive, they conducted some neuromarketing tests that measured neural activity in participants who were asked to look at different parts of their vehicle models.
- Facebook knows how its ad system affects consumer perception and emotions, while consumers were unaware of how they got rates.
- Google-based many of its SEO algorithms on neuromarketing findings and remains a big supporter of neuromarketing research.
- Using Neuromarketing, PayPal found that consumers value service speed and convenience more than security, which helped them easily personalize their ads and engage their target group.
- The list of companies investing in neuromarketing research and testing is growing, though this exciting field appears out of reach for smaller players. Much of the advantage of the results obtained through neuromarketing tests depends on the ability of researchers to connect and interpret the data accurately.
Despite its growing popularity, Neuromarketing is still not familiar as widely as one might expect, judging by the benefits it promises. This is primarily due to the high cost of neuromarketing research, but the moral ambiguity of its use also puts off many marketers.
However, big brands such as Nestlé, Coca-Cola, Hyundai, PayPal, and many others with a similar format have extensively explored the possibilities of Neuromarketing and used it to improve their sales and marketing strategy as the power of Neuromarketing lies in providing valid information about the unconscious content of the consumer’s mind that can be used in both inbound and outbound marketing strategies.