Neuromarketing Techniques and Brand Impact on Consumers
Neuromarketing Techniques and Their Impact on Consumer Behavior
Physiological Measures
Physiological measures assess automatic bodily reactions, providing insights into emotional and physical states without requiring conscious effort from the individual.
1. Heart Rate
Heart rate indicates various physiological reactions, such as attention, arousal, and cognitive or physical effort. Heart rate deceleration occurs during heightened attention or focus, known as the “orienting response.” Acceleration happens during emotional arousal or stress, associated with a “defensive response.”
Example: A smartwatch company creates an emotional ad about family. They monitor viewers’ heart rates. During sweet moments, heart rates slow down, indicating attention. During exciting parts, heart rates increase, showing strong emotions. This data helps improve future ads.
2. Blood Pressure
Blood pressure reflects how the body reacts to thoughts, feelings, and physical changes.
Example: A luxury car brand measures blood pressure as people sit in a new car model. Initially, blood pressure rises slightly due to excitement and admiration for the stylish interior. As they relax in the comfortable seats, blood pressure decreases. This suggests the car’s design can both excite and relax people, which is valuable for advertising.
- Respiration
- Pupil dilation
- Electrodermal activity
Brain Measures
Brain measures assess brain region activity in response to stimuli, helping marketers understand consumer reactions to ads, products, or experiences.
1. Blood Flow Measures
Blood flow measures track brain activity by monitoring blood movement. Active brain areas require more oxygen and energy, increasing blood flow. Observing these changes reveals which brain parts are active.
2 Types
a. Blood Oxygenation (fMRI)
Functional Magnetic Resonance Imaging (fMRI) measures brain activity by detecting changes in blood oxygenation levels, known as the Blood-Oxygen-Level-Dependent (BOLD) signal. It identifies brain regions activated by emotional ads, decision-making scenarios, or product exposure.
Example: A chocolate company uses fMRI to see how people react to different wrappers. Results show colorful wrappers activate the brain’s “reward” area more than plain ones, indicating a preference for colorful packaging.
b. Positron Emission Tomography (PET)
PET measures brain activity by tracking a radioactive tracer’s movement. Higher tracer concentration indicates more active brain regions.
Example: A car company uses PET scans to measure ad recall. Brain areas related to memory, like the hippocampus, show increased activity during a scene with a catchy slogan and eye-catching visuals, highlighting the ad’s memorable parts.
Electrical Measures
Electrical measures record brain activity by detecting electrical and magnetic signals from neurons, providing real-time data.
1. Electrical Fields (EEG) – Electroencephalography
EEG measures electrical signals generated by neurons using scalp electrodes. It assesses emotional engagement, attention, and cognitive load during exposure to ads or products.
Example: A streaming service uses EEG to test a movie trailer’s effectiveness. Increased brain activity during action scenes indicates higher focus and interest, while decreased activity during slower parts suggests disengagement. The service edits the trailer to include more exciting parts.
2. Magnetic Fields (MEG) – Magnetoencephalography
MEG is similar to EEG, offering excellent temporal resolution and measuring neuronal activity noninvasively. It detects magnetic fields produced by coherent neuron activity.
Example: A smartphone company uses MEG to study decision-making between two phones. One phone increases activity in the brain’s “thinking” part, suggesting it’s perceived as a smarter choice. The company then advertises this phone as the “smart choice.”
Brands and Memory
Brands are stored in our brains, aiding quick recognition and choice among products and services. They simplify decisions, making choices easier for our “brain miser.”
Brands Exist in Memory
1. Explicit and Accessible Memories
These are easily remembered and articulated memories. For example, “Just Do It” immediately brings Nike to mind.
2. Implicit and Inaccessible Memories
These memories influence thoughts and choices subconsciously. We can’t explain them, but they still affect our actions.
Example: Preferring one brand of shoes without a clear reason.
- Red Bull: Associated with energy, taste, can design, extreme sports, adventure, and the tagline “gives you wings.”
Experiencing a Brand
1. Building Stronger Connections
Frequent neuron activation strengthens connections.
Example: Seeing a brand’s ad often keeps it fresh in mind. Positive associations like fun or quality stick to the brand.
2. Updating Brand Memories
Memories are shaped by experiences and advertising.
- Direct Experience: Using the product.
- Advertising: Seeing ads on TV, billboards, or social media.
Brand and Memory
A brand is stored in memory as a concept. Memory is the “storage system” for brand information and feelings.
Example: Hearing “Coca-Cola” brings up its red color, logo, taste, or an ad.
Brand and Associations
Associations are ideas, emotions, or concepts linked to a brand, shaped by experiences, ads, or societal influence. Associations are the “network of meanings” tied to the brand.
Example: Red Bull is associated with energy, extreme sports, adventure, and “gives you wings.”
Conceptual Consumption
People consume ideas, feelings, and beliefs connected to a product. It’s about the whole experience and meaning behind it.
Example: Apple represents being modern, stylish, and part of a cool community.
3. Fluency
Fluency is how easily people process brand information. Familiar, truthful, beautiful, or likable products satisfy people through fluent processing.
Example: Apple’s clean, simple packaging makes people feel the product is high-quality due to easy visual and emotional processing.
4. Values
Brands tied to certain values make people feel they’re consuming those values.
Example: Red Bull represents adventure. Drinking it might make someone feel bold and adventurous, even at a desk.
1. Conspicuous Consumption
Buying goods to showcase wealth or status.
Example: Buying a Lamborghini to show off wealth.
2. Inconspicuous Consumption
Improving quality of life and social mobility with less visible purchases.
Example: Investing in an expensive private school for a child’s future success.
Brand Strategies
A brand exists in our brain as a concept connected to various associations. These connections help us recognize and remember the brand.
- Novelty to Grab Attention: Introducing something new catches attention.
- Create Familiarity: Repeated exposure builds comfort and trust.
- Reinforce Associations: Strengthen associations through direct experiences and indirect messaging.
- Create a Habit: Encourage repeated purchases to form a routine.
Conditioning
Conditioning creates and reinforces associations in the consumer’s mind.
- Exposure to the Brand: Make the brand familiar.
- Association with Positive Emotions: Link the brand to happiness, trust, or quality.
- Reinforcement Through Repetition: Consistently repeat associations to strengthen them.
Types
1. Classical Conditioning
Links a brand to an automatic emotional response.
Example: A Coca-Cola ad with people at a party associates the brand with happiness.
2. Operant Conditioning
Rewards behaviors that benefit the brand.
Example: Starbucks rewards frequent customers with free drinks, reinforcing the habit.
Positioning vs. Branding
Positioning
- Rational and focuses on logical differentiation.
- Clear communication of unique selling points (e.g., “This detergent cleans better”).
- Conveys why the product matters through facts and strategy.
Branding
- Emotional, involving tone, design, and feelings.
- Shapes how consumers feel, creating loyalty and trust.
- Uses color, imagery, and stories to connect emotionally.
Measuring Website Flow and Efficiency with Neuromarketing
Using RealEye software to measure website flow and efficiency involves tracking several indicators:
Indicators to Measure
1. Eye Movements and Fixations
Track where users look and how long they focus on elements to identify areas of interest or confusion.
Example: If users quickly scan a button without clicking, it may indicate poor design.
2. Facial Expressions
Analyze emotional reactions to content. Positive expressions indicate satisfaction; negative ones suggest frustration.
Example:
3. Pupil Dilation
Measure cognitive engagement or arousal.
Example: Increased pupil dilation while exploring a new feature may indicate interest.
4. Eye Blinks
Measure blinking frequency to detect stress or fatigue.
Example: Frequent blinking during checkout suggests a need to simplify the process.
Balancing Novelty and Familiarity
The optimal balance between novelty and familiarity ensures a brand is interesting without being overwhelming or boring. This balance captures attention while feeling relatable.
- Standing Out – Novelty: Too much novelty can lead to confusion and avoidance.
- Blending In – Familiarity: Too much familiarity can lead to boredom.
The best point triggers positive emotions like curiosity, satisfaction, and trust.
Example:
- Novelty: Netflix introduces new content and features like “Interactive Stories.”
- Familiarity: Netflix uses consistent design elements and categories like “Action” and “Comedy.”
Balance new features with easy-to-use design to build both novelty and familiarity.
Expectations and Goals
Expectations are mental assumptions about a brand, influencing perception and reactions.
Example: Believing Starbucks coffee boosts productivity enhances the experience.
Goals are desires or motivations driving behavior, either conscious or nonconscious.
- Conscious: In Waze, clicking on cars to achieve a higher rank.
- Nonconscious: Clicking on cars in Waze due to bright colors or interactive design without a clear goal.
Differences
- Expectations shape perception based on preconceived beliefs.
- Goals guide behavior by activating desires or motivations.
Additional Neuromarketing Techniques
1. Electrodermal Activity (EDA)
Measures skin conductance changes based on sweat gland activity, linked to emotional arousal.
Example: Measuring EDA during an ad to identify emotionally engaging scenes.
2. Pupillometry
Measures changes in pupil size, linked to emotional arousal and cognitive load.
Example: Testing website designs by monitoring pupil dilation to gauge interest.
3. Respiration
Measures breathing patterns to reflect relaxation, stress, or arousal levels.
Example: Monitoring breathing during a commercial to identify tense and calm moments.