How neuromarketing can make your campaigns smarter

Many purchases are rooted in consumers’ emotions, so why not tap into their unconscious leanings? Here’s how this science can help guide everything from packaging to price points.

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How neuroscience affects marketing

Understanding the psyche of your target customer is the baseline of successful marketing.

If you understand purchase triggers, designing an effective marketing campaign for a product or service becomes a breeze. Whether you starting a business or revamping your marketing processes, a customer-centric strategy sets you apart from your competitors.

Neuromarketing applies neuropsychology to marketing research. It is aimed at understanding customers’ purchase decisions by studying their cognitive, affective and sensorimotor responses to marketing stimuli.

The methodology includes techniques such as electroencephalography (EEG), functional magnetic resonance imaging (fMRI), magnetoencephalography (MEG), eye tracking and electrodermal response measures.

Consumer decisions involve conscious and unconscious choices. Neuromarketing helps marketers target the unconscious segment of the human psyche. It delivers relevant content based on consumers’ preferences, directs this attention toward the product or service offering, and helps convert sales.

So, what is the effect of neuromarketing on marketing campaigns?

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