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By Ms. Jasleen Rana<\/strong><\/p>\n Assistant Professor, JIMS Kalkaji<\/strong><\/a><\/p>\n Neuro-marketing\u00a0is taking the world by a big wave of a storm and has been of use to many brands<\/strong>, retailers<\/strong><\/a> etc.\u00a0 Even after such a widespread influence and impact on the marketing world, many people do not know exactly what neuro-marketing is, or how it can be used effectively.<\/p>\n The following are the 10 fascinating examples of neuro-marketing:-<\/p>\n <\/p>\n It’s\u00a0old news that ads that\u00a0feature\u00a0people are\u00a0far\u00a0more effective than those that\u00a0don’t.\u00a0In particular, images and videos that include babies tend to\u00a0capture a potential customer’s attention\u00a0longer and more\u00a0intensely.\u00a0Advertisers have long\u00a0tried\u00a0to\u00a0drive\u00a0sales\u00a0of\u00a0baby products\u00a0with close-up shots\u00a0of\u00a0a cute baby’s face, but\u00a0with the help of\u00a0eye-tracking technology<\/strong>, they’ve realized\u00a0that this alone\u00a0isn’t\u00a0enough.<\/p>\n Researchers\u00a0found\u00a0that viewers\u00a0focused\u00a0more on the\u00a0baby’s\u00a0face\u00a0than\u00a0the\u00a0content\u00a0of the ad\u00a0when viewed from\u00a0the\u00a0front. But when toddlers are\u00a0directing\u00a0their\u00a0gaze\u00a0to\u00a0the product or\u00a0text,\u00a0the\u00a0audience is actually focusing\u00a0on the content.<\/p>\n <\/p>\n We all know the feeling of being\u00a0attracted\u00a0to\u00a0packaging that is\u00a0particularly\u00a0eye-catching\u00a0or\u00a0attractive.\u00a0Advertisers have always known that\u00a0what’s inside doesn’t\u00a0always\u00a0matter,\u00a0but\u00a0Neuro-imaging\u00a0has managed to take this to a whole new\u00a0level. Brands like Campbell’s\u00a0and Frito-Lay\u00a0use Neurohis Imaging and reinvented the package.\u00a0In\u00a0the study,\u00a0customers were shown\u00a0the\u00a0packaging\u00a0and\u00a0their responses\u00a0were\u00a0recorded as positive,\u00a0negative,\u00a0or\u00a0neutral. They\u00a0were\u00a0also asked\u00a0extensively\u00a0about colors, text,\u00a0and\u00a0images.<\/p>\n According to this study,\u00a0customers<\/strong>\u00a0responded negatively\u00a0to\u00a0glossy\u00a0packaging, but\u00a0not to matte packaging. Frito-Lay has since ditched the glossy packaging in favor of\u00a0a\u00a0new\u00a0matte look.<\/p>\n When\u00a0choosing\u00a0colors,\u00a0keep\u00a0in mind that\u00a0they can affect your prospect’s impression.\u00a0Colors can evoke\u00a0different\u00a0emotions,\u00a0and\u00a0studies consistently\u00a0show associations\u00a0between certain colors and certain emotions.<\/p>\n Effective use of\u00a0color can be a powerful marketing tool. One of the most\u00a0notorious\u00a0examples is\u00a0the\u00a0ubiquitous use of\u00a0red by The Coca-Cola Company,\u00a0but many\u00a0other\u00a0companies have used color to great effect.\u00a0A neuromarketer who specializes\u00a0in color and advertising\u00a0divides\u00a0colors into subgroups\u00a0and shows how\u00a0to\u00a0use them\u00a0effectively. Cool\u00a0blue,\u00a0for example,\u00a0is a great\u00a0color if you\u00a0want\u00a0to\u00a0dress professionally. <\/p>\n For many\u00a0years,\u00a0brain imaging was the\u00a0exclusive domain\u00a0of\u00a0academics and scientists. However, neuromarketing harnesses\u00a0the\u00a0amazing\u00a0potential of fMRI imaging to\u00a0give\u00a0us\u00a0insight\u00a0into human behavior<\/strong> and\u00a0consumption<\/strong>\u00a0habits<\/strong>.<\/p>\n An\u00a0example of how neuromarketing<\/strong> has\u00a0used\u00a0fMRI is to compare advertising campaigns before\u00a0they are released\u00a0to the public. In one particular study,\u00a0participants were shown\u00a0three different\u00a0advertisements of her\u00a0for the National Cancer\u00a0Institute’s\u00a0telephone\u00a0hotline. Advertising campaigns<\/strong>\u00a0that elicited the\u00a0best\u00a0brain activity in\u00a0specific regions saw\u00a0a\u00a0significant increase in hotline calls.\u00a0This novel approach is a new\u00a0way of\u00a0identifying\u00a0advertising\u00a0campaigns that\u00a0resonate with\u00a0the\u00a0masses.<\/p>\n With Neurensics, Philips tested out both visuals to determine which one caused a positive emotional response.<\/p>\n Studies of consumer behavior sometimes contradict what we used to believe. A Columbia University study found that too many choices can actually alienate potential customers. Using different types of setups, we’ve found that displays with a wide range of options are less likely to stop customers.<\/p>\n <\/p>\n Emotional response analysis\u00a0(ERA) uses EEG\u00a0images\u00a0to identify\u00a0an individual’s\u00a0emotional response to\u00a0products, advertisements, and more.<\/p>\n Our\u00a0commitment\u00a0or emotional\u00a0excitement\u00a0to\u00a0our products\u00a0is invaluable to\u00a0our advertisers. For\u00a0example,\u00a0if consumers react to your product with\u00a0high levels of\u00a0frustration, it’s clear that you have a usability\u00a0issue\u00a0that\u00a0you\u00a0want\u00a0to address. EEG\u00a0can\u00a0be used to\u00a0assess\u00a0consumer satisfaction.\u00a0One\u00a0study\u00a0used\u00a0EEG to\u00a0assess\u00a0satisfaction with dermatological treatment. They found that customer satisfaction correlated with activation\u00a0of\u00a0neural circuits\u00a0that evaluate\u00a0facial beauty.<\/p>\n <\/p>\n An\u00a0interesting\u00a0insight that\u00a0Neuro marketing\u00a0exploits\u00a0is that people really\u00a0don’t\u00a0want to lose\u00a0anything.\u00a0People\u00a0worry\u00a0as\u00a0much\u00a0about what they lose as\u00a0they do\u00a0what they gain.\u00a0This is why the\u00a0\u201cbuy before\u00a0it runs out\u201d strategy is very\u00a0effective. <\/p>\n The first information\u00a0you receive\u00a0is\u00a0very\u00a0important. It can be the basis for\u00a0later decisions\u00a0and set the tone for purchasing behavior. As individuals, we\u00a0can hardly judge\u00a0the value of something\u00a0by\u00a0its intrinsic\u00a0value,\u00a0but\u00a0by comparing\u00a0it\u00a0to\u00a0the\u00a0options around it. Take\u00a0advantage of this\u00a0“anchor effect”. For\u00a0example,\u00a0if\u00a0you\u00a0see\u00a0two\u00a0similarly priced\u00a0hotel rooms\u00a0and\u00a0one\u00a0of them\u00a0offers free coffee in the morning,\u00a0you’re\u00a0more likely to\u00a0choose\u00a0free coffee.\u00a0Most of the time we don’t\u00a0explore the quality\u00a0and detailed features\u00a0of the rooms\u00a0on offer.<\/p>\n <\/p>\n Neuro marketing\u00a0helps you discern your customers’ tendencies. Businesses\u00a0often\u00a0try\u00a0to\u00a0express\u00a0a sense of\u00a0security\u00a0and\u00a0peace of mind, but customers may be looking for\u00a0speed and\u00a0efficiency.\u00a0PayPal\u00a0found\u00a0this\u00a0out through research that\u00a0found that the promise of convenience\u00a0was\u00a0more\u00a0brain-boosting\u00a0than security. They used this information to\u00a0attract\u00a0more\u00a0buyers\u00a0to their online payment\u00a0services\u00a0by\u00a0highlighting fast\u00a0payment\u00a0systems.<\/p>\n <\/p>\n When testing new\u00a0ads,\u00a0Cheetos used focus groups and EEG to\u00a0measure\u00a0consumer response<\/strong>. B-schools<\/a> like JIMS Kalkaji<\/strong> in India and other parts of the world are including this as a special subject in courses like PGDM<\/a>, BBA<\/strong> etc. it has also become a part of curriculum of various marketing specialisations provided by such colleges and professional institutions<\/strong>.<\/p>\n\n
The Importance of Eye Gaze<\/strong><\/h2>\n<\/li>\n<\/ol>\n
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Using Effective Packaging<\/strong><\/h2>\n<\/li>\n<\/ol>\n
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Colour is Key<\/strong><\/h2>\n<\/li>\n<\/ol>\n
\nIt’s important\u00a0to\u00a0understand\u00a0how color\u00a0can affect your buying\u00a0behaviour.<\/p>\n\n
Ad Efficiency<\/strong><\/h2>\n<\/li>\n<\/ol>\n
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Decision Paralysis<\/strong><\/h2>\n<\/li>\n<\/ol>\n
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Evaluating Satisfaction<\/strong><\/h2>\n<\/li>\n<\/ol>\n
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Loss Aversion<\/strong><\/h2>\n<\/li>\n<\/ol>\n
\nConsumers\u00a0are more likely to\u00a0buy when alternative options are presented as a loss. This is why\u00a0a concept called \u201cframing\u201d is\u00a0so\u00a0important in neuro-marketing. This technique\u00a0allows\u00a0advertisers\u00a0to\u00a0present\u00a0choices\u00a0to\u00a0consumers, increasing the likelihood that\u00a0consumers\u00a0will\u00a0splash\u00a0out big bucks.<\/p>\n\n
Anchoring<\/strong><\/h2>\n<\/li>\n<\/ol>\n
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The Need for Speed<\/strong><\/h2>\n<\/li>\n<\/ol>\n
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Revealing Hidden Responses<\/strong><\/h2>\n<\/li>\n<\/ol>\n
\nIn this particular ad, a woman\u00a0plays\u00a0a prank on her friend by\u00a0stuffing a\u00a0white laundry with orange Cheetos.\u00a0The focus group\u00a0reported\u00a0disliking\u00a0the\u00a0ads, but\u00a0when\u00a0we conducted her\u00a0EEG\u00a0survey on\u00a0the same\u00a0participants, we found\u00a0that they really liked\u00a0them.\u00a0Participants in the focus group were afraid to voice the fact\u00a0that\u00a0they\u00a0thought\u00a0the ad\u00a0was\u00a0humorous in case other members\u00a0found it unfriendly.\u00a0In this\u00a0way,\u00a0neuro-marketing can reveal hidden thoughts and preferences.<\/p>\n