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Home » Marketing » What is Neuromarketing? 15 Examples to Keep an Eye Out for in 2023

What is Neuromarketing? 15 Examples to Keep an Eye Out

for in 2023
August 12, 2023 | By Hitesh Bhasin | Filed Under: Marketing

Neuromarketing is a revolutionary approach to understanding consumer behavior, utilizing

the latest medical technologies to measure and analyze responses in the brain. Through
this groundbreaking practice, we can gain invaluable insight into how consumers react to
various marketing stimuli.

Exploring the area of neuromarketing is an invigorating opportunity to employ neuroscience

to comprehend consumer habits and optimize marketing tactics. Neuromarketing
techniques assess physiological and neural signals of human behavior to assess the
consumer decision making process more effectively than traditional marketing methods.

“ Neuromarketing is the application of neuroscience and cognitive science to

marketing.

— Says Roger Dooley, the author of Brainfluence: 100 Ways to Persuade and
Convince Consumers with Neuromarketing (Wiley), and the owner of the
popular blog Neuromarketing.

Neuromarketing suggests that both emotional and rational thinking exists at the same time.
Just like neuroscience which helps in gathering information regarding the function and
structure of the brain. The process of neuromarketing contains several mechanisms related
to neuroscience like decision making, reasoning, memory, emoting, etc. before buying a
particular product.

Table of Contents

What is Neuromarketing?
Neuromarketing is a fascinating field that blends neuroscience with marketing by diving
into how customers’ brains respond to different marketing stimuli, hence helping marketers
understand consumers better.
By using technologies like eye-tracking, facial coding, and even brain imaging,
neuromarketing studies our subconscious reactions to advertisements, branding, and other
marketing strategies. The goal? To create marketing material that genuinely resonates and
makes a lasting impact. It’s a bit like having a conversation with consumers’ brains to get
the real scoop on what they think about our products!

Marketers can now tap into the power of neuroscience to gain a better grasp on customers’
feelings and thoughts through neuromarketing. By testing various tools like eye-tracking,
facial recognition, functional magnetic resonance imaging, Steady State Topography (SST),
and brain scans, marketers can measure consumer behavior more accurately than ever
before. This new technology is revolutionizing how products and services get marketed –
opening doors for businesses across all industries!

Neuromarketing and consumer neuroscience use such effective methods which directly
help in probing minds without demanding any kind of participation from the consumer.
Nowadays marketing professionals are spending large amounts in the field of advertising to
capture the mind of focus groups through consumer behavior and know the facts live in
their subconscious minds.

You can understand the concept of what is neuromarketing better with the following
examples –

15 Examples of Neuromarketing
Some of the neuromarketing techniques that brands use in 2023 are –

1) Eye Tracking
Eye Tracking is a technique used to measure the eye movements of subjects as they view
websites or advertisements. This can provide information on how customers are interacting
with the page and what elements they are drawn to or ignore. Eye Tracking can be a great
tool for marketers to use to refine their website design or ad placement.

2) Facial Recognition
Facial recognition is a method through which marketers track customers’ facial expressions
in response to certain products, services, or advertisements. This can give them an insight
into how customers feel about a product and what kind of impact it has on them. It is useful
for understanding customers’ emotional reactions to products.
 Also Read Difference between Packaging and Labelling

3) Functional Magnetic Resonance Imaging (fMRI)

This method uses MRI scans to track the changes in blood flow and oxygen levels in parts
of the brain when subjects view different products or websites. As a neuro research
technique, it can provide information on how people respond to certain marketing efforts
and what elements get the most attention.

4) Electroencephalography (EEG)
EEG records electrical activity in the brain by measuring brain wave patterns through
electrodes attached to the scalp. This helps marketers measure levels of arousal or
relaxation when subjects view certain products or services. Marketing campaigns can be
adjusted based on the data gathered from EEG.

5) Biometric sensors
Biometric Sensors track changes in a person’s physical responses such as skin
temperature, heart rate, and galvanic skin response (sweating) which can indicate whether
or not the customer is engaged with an ad or product. This helps marketers to understand
how customers feel about their products and services.

6) Color psychology
Color psychology is the study of how colors can affect people’s moods, emotions, and
behaviors. Marketers often use color to influence people’s responses to their products or
services. Different colors are associated with different feelings and can be used to evoke a
certain response from customers. You may have noticed that some companies use the
same color in their branding and marketing efforts. This is because the color can be used
to create an emotional connection with customers and influence their decisions on whether
or not they should buy a product.

7) Effective Packaging
Packaging plays an important role in product perception. Marketers use packaging to make
products more attractive and eye-catching, which can influence customer decisions.
Effective packaging not only catches the customer’s attention but also conveys a brand’s
message or values. Some brands use packaging to tell a story that resonates with their
target audience. By using effective packaging, marketers can increase the appeal of their
products and influence customer decisions.
8) Decision Paralysis
Decision paralysis is the psychological phenomenon where people are overwhelmed by too
many choices and become unable to make a decision. Marketers need to be aware of this
when designing products or services because it can lead to customers delaying their
purchase decisions. It is important to ensure that customers have only a few options
available, as too many choices can lead to them becoming overwhelmed and making no
decision at all.

9) Emotion Response Analysis (ERA)

The emotion response analysis (ERA) helps marketers to measure customer responses to
their products and services. It uses facial recognition software and natural language
processing (NLP) algorithms to detect how customers feel about different stimuli. This
helps marketers gain valuable insight into what customers really think of their products or
services.

10) Loss Aversion

Loss aversion is the concept that people are more motivated to avoid losses than they are
to acquire gains. Marketers use this idea when creating marketing campaigns, as it can
help them influence customer behavior and motivate people to take action.

11) Anchoring Effect

The anchoring effect is a cognitive bias where people rely too heavily on one piece of
information when making decisions. Marketers use this by providing customers with a
reference price point and then prompting them to compare it with the actual price. This can
influence customers’ perception of value and encourage them to make a purchase
decision.

12) Speed and Efficiency

People often make decisions based on how quickly they can get what they want. Marketers
use this principle when creating campaigns or products, as it allows them to give
customers the convenience and speed that they desire. This helps marketers stay ahead of
their competition by meeting customer expectations for a faster purchasing process.

Also Read What is Manufacturer Branding?

13) Revealing Hidden Responses
Neuromarketing also helps marketers to uncover hidden responses. By using technologies
such as EEG and fMRI, marketers can better understand how customers feel about
different stimuli. This provides them with valuable insight into what appeals to customers
and what doesn’t, which can help them create more effective marketing campaigns.

14) Loss Aversion

Neuromarketing also helps marketers to take advantage of the loss aversion principle. By
using this concept, marketers can craft persuasive messages that will make customers
more likely to act on their offers. For example, a marketer might use a message such as
“Act now or risk losing out!” This type of messaging can help increase conversions and
drive customer action.

15) Prototype Testing by Measuring Brain Activity

Neuromarketing also helps marketers to better understand the impact of product designs
and prototypes. By measuring brain activity, marketers can get an insight into how
customers perceive different designs and features. This allows them to make more
informed decisions about which products should be developed or improved, which can
ultimately lead to higher customer satisfaction and loyalty.

Usages of Neuromarketing Techniques

Neuromarketing helps the organization build brand positioning and loyalty. Emotions lead
to the attention of the people and this may lead to the satisfaction or dissatisfaction of the
customers. The phenomenon leading to satisfaction or dissatisfaction of the customers
exists for the short term as there are many surveys conducted that resulted that even the
consumers who are satisfied are walked away and those who are satisfied may be returned
after some time.

Neuromarketing help in reducing failures related to marketing and helps in enhancing the
success of marketing positively. Now a day’s spending a large amount on advertising
campaigns .it will lead marketing professionals to monitor the need of the brain with the
help of scanning to judge which part of the brain is responding or active while watching an
advertisement, if it fails to be responsive then the advertisement is failed in the test.

Responsive advertisement is intended to include excitement, passion, humor, emotional

attachment, etc. to light up and become responsive to unconscious thought. Some of the
applications of neuromarketing research methods are-

UX/ website testing

Rebranding
Product design testing
Second-by-second optimization of TV advertisements
Multi-screen ready/cross-platform testing, etc

Neuromarketing Tools

1. FMRI (functional magnetic resonance imaging): It is used to measure the activity of the
brain with the help of detecting the level of oxygen in the blood flow when the brain is
active it requires more oxygen.

2. MRI (Magnetic resonance imaging): It is used to detect brain tumors and help to
understand how the human brain processes and understands messages being transmitted
by the content of the advertising.

3. EEG (Electroencephalography): It measures and records the electrical activity of the

brain.

4. MEG (magnetoencephalography): It helps in giving information about brain activity with

the help of using a magnetic field. It is used to measure direct brain activity, unlike fMRI.

5. SST (steady state topography): It is used to record and measure the activity of the
brain. It is having a high temporal resolution which helps to make it possible to use steady-
state topography in the test of neuromarketing which is concerned with the advertisement
on TV.

6. Respiratory rate: It is the number of times a person takes for 1 minute.

7. Heart rate: It is the count of heartbeats taking place for 1 minute. A pupil meter is a
device that is used to measure the dilation of the pupil concerning the visual stimulus.

8. Galvanic skin response or skin conductance: It is used to detect the changes being
occurred on the skin depending on the level of moisture.

Also Read How to write a Research Question? Types and Tips

9. Eye tracking method: It is a method in which eyes are tracked where they are focusing.

10. Voice Analysis: It helps in measuring psychophysiological stress that comes out of the
vocal cords of the target audience.

Case Study of Pepsi & Coca-Cola using

Neuromarketing
As to illustrate neuromarketing, let’s go through two of the famous beverages-soft drinks
named “Pepsi and coca cola.”

Both of these beverages are identical but what works to choose from these two products is
their brand preferences which are brought up with the help of neuromarketing.
Researchers found that although both of these products are similar even then customers
use to consume one over the other product.

Then researchers investigate and found that cultural messages lead to guide our
perception of products which results in changing buying decisions. One experiment is done
blindfolded and the other is done by knowing what beverage was what and with the help of
which researchers observe their brain activity.

When the volunteers were unaware of the fact that which beverage they are consuming,
fMRI measured activation of the ventromedial prefrontal cortex which is considered a
reward center when they drank Pepsi.

However, when the volunteers are aware of which beverage they are consuming then the
scan showed that the brain activity initiates in the hippocampus, midbrain, and dorsolateral
prefrontal cortex (which is meant to be the center of memory and emotion) in favor of coke
based on emotional connection or nostalgia. People like the taste of Pepsi but they are
more inclined toward Coke.

From these results, researchers found that Coke was preferred and influenced by the
brand image rather than its taste. For maintaining brand loyalty memory and emotions play
an important role.

Does Neuromarketing Always Use

Neuroscience?
Neuromarketing is a powerful, cutting-edge technology that uses the latest advances in
neuroscience to drive consumer behavior and inspire loyalty. So, you may say that it always
uses neuroscience to uncover how the human brain reactively interprets marketing
messages and inspires buying decisions.

By leveraging cognitive psychology research, neuromarketing can help brands create

meaningful connections with their customers. To start exploring the power of
neuromarketing, early researchers employed tools such as EEG and fMRI to measure brain
activity.

Although the definition of consumer neuroscience usually only includes measurements that
capture brain activity, current studies include behavioral elements such as facial coding,
brain imaging, eye tracking, and implicit testing. Additionally, biometric data like heart rate
and galvanic skin response are being used to measure emotion-driven decisions without
directly measuring neural activity. In essence, consumer neuroscience is rapidly evolving to
encompass a broader range of techniques for understanding consumers’ needs and
desires.

What is consumer neuroscience?

When neuromarketing first emerged, there were a few enthusiastic service providers who
embraced it, though academics largely disdained and disparaged it. As the topic lacked
scientific backing from peer-reviewed research at this time, university researchers refused
to recognize it as an area of legitimate study–instead equating its importance to
parapsychology or UFOs.

In 2012, some influencers in the neuromarketing business had an idea – to rebrand it as

“consumer neuroscience” and make sure that only those with a real science-based
approach would be associated with this field. That was done to shed off its negative image
caused by overzealous providers making false promises.

Is Neuromarketing manipulative?
Neuromarketing is a powerful tool used in commercial marketing that takes advantage of
neuropsychology to gain insight into consumer behavior.

Consumer neuroscience tools study how people react to various forms of marketing,
whether it be through sensorimotor responses, cognitive processing, or emotional
reactions. By understanding these different triggers and behaviors, businesses can
develop effective strategies that target their customers more accurately.

Also Read Consultative Selling - Definition, Meaning, Techniques, Examples

Marketers will benefit immensely from the utilization of effective marketing strategies and
campaigns, fewer product failures, and even better – they can manipulate customer needs
to meet their wants. All in all, this could significantly increase marketing gains while still
providing customers with what they desire.

Is All Marketing Neuromarketing?

Despite all marketing campaigns striving to spark certain brain activity that elicits the
desired response, those marketing efforts which don’t leverage neuroscience findings and
insights are excluded from neuromarketing.

Consequently, Neuromarketing doesn’t encompass the entire marketing landscape.

Advantages of Neuromarketing

1. A better understanding of customer behavior: with the help of filling gaps between
neuromarketing is a tool that helps in highlighting blind spots which are left by using
traditional methods while doing marketing research. Therefore it helps in understanding the
behavior as well as their insights. To simply explain neuromarketing it is something like if a
customer plans to drink tea and after reaching the café orders black coffee.

2. Uses market research data as well as neural activity: Neuromarketing not only derives
data from information provided with the help of survey answers but also observes eye
movements, facial expressions, shifts of the mouse cursor, etc. which comes out from the
unconscious mind to help in determining desires which are true rather than consciously
questioning and answering in a controlled manner.

3. It acts as a Value for money: the new digital tools and techniques, help lower the price
of the research by providing quality insight, The software tools available online today
provide depth and quality of insights which is available at a lower price.

4. It provides improved reliability of results: neuromarketing reaches out to the

unconscious mind of the customer. It helps in understanding the reactions taking place in
the subconscious mind of every customer as the mind functions universally the same. The
analysis of such reactions leads to comprehending the decision-making pattern of
customers. Customers can easily lie in the state of consciousness but the brain can’t lie, as
it can’t control the unconsciousness of the brain. It is very helpful in determining reliable
data by getting true reactions to the product.

5. Linking content to the physiological reactions: with the help of establishing links
between physiological reactions and particular videos of the moments. Elements related to
the website, design of packaging, etc., and measurement of emotions provided through the
reaction of customers lead to improve those parts which lack or indulge in provoking
negative feedback.

Here is a video by Marketing91 on Neuromarketing.

Criticism of Neuromarketing
1. Ethical concerns: some people think that it is getting inside the brain of the customer
but the reality is that neuromarketing used to do what a psychologist does. It helps in
learning patterns and outcomes of behavior not more than that.

2. Specific skills are required: more specific skills lead to the higher achievement of
insights. In the past, it is required to have a scientific background but now it is so easy to
understand the reports with the advancement of technology.

3. Equipment is expensive: neuromarketing and the related cost are expensive.

4. Lack of privacy: the individual is not insured from leakage of data.

Conclusion!
Due to the changing lifestyle and living standards, marketers need to know and capture the
subconscious mind of the customers. To fulfill the demand of the customers, it is required
to make products preferably inclined to the customer needs.

Therefore neuromarketing is necessary as it is known as the branch of neuroscience .it

helps researchers with the help of using medical technologies to know the reactions of the
consumer regarding particular brands, advertisements, or slogans related to it.

Liked this post? Check out the complete series on Marketing

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About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of
experience in the marketing field. He is an accomplished author of
thousands of insightful articles, including in-depth analyses of brands
and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures,
where he applies all the concepts of Marketing that he writes about.

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