The Birth of Neuromarketing
The term neuromarketing was coined in 2002 by Dutch professor Ale Smidts, buy phone number list marking the beginning of a new field of study in marketing. It arises from the application of neuroscientific knowledge to the world of marketing , focusing on the unconscious processes that influence purchasing decisions and the emotional bond with a brand.
The role of emotions
Neuromarketing is closely linked to emotions , recognizing that “we are not thinking machines that get excited, but emotional machines that think” (António Rosa Damásio). Six main emotions such as happiness, surprise, anger, fear, sadness and disgust guide choices and the decision-making process . This field allows measuring the valence and intensity of emotions, providing a detailed analysis of the emotional impact on consumer behavior.
Practical applications of neuromarketing
Neuromarketing finds application in various areas of business, including:
Advertising: improves the visual and communicative presentation in advertising campaigns, capturing attention and arousing interest;
Pricing: Study and strategically adapt the price presentation, balancing the perceived value with the cost;
Communication: contributes to engaging storytelling and effective facial expressions, conveying messages in a captivating and engaging way;
Product Distribution: Optimize strategic positioning in physical and digital stores, maximizing visibility and appeal;
Branding: Create emotional connections to retain customers through memorable and engaging experiences;
Product Presentation: Optimize colors, shapes, and packaging to maximize visual impact and elicit positive emotional responses;
Website Building: Guides the creation of engaging websites, offering an intuitive experience based on neuroscience principles;
Working space: contributes to the creation of harmonious and engaging work environments, improving employee productivity and well-being.
Practical Applications: Color Psychology and Online Experience
Companies can apply neuromarketing principles to design details, color choices, and online experience. Color psychology plays a significant role in consumer emotions, while eye tracking can optimize the online experience, increasing the visibility of strategic calls to action.
Conclusion
Neuromarketing goes beyond traditional marketing, exploring the unconscious to better understand the impulses and emotions that drive purchasing decisions . Integrating this discipline into the context of digital marketing is essential to create deeper emotional connections with consumers and improve the overall effectiveness of business strategies.
