Neuromarketing: how to understand your consumer's mind

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Getting into the consumer's head has always been one of the challenges of marketing . After all, what makes someone buy a product or service? What's the key to winning the heart of your target audience?

Every expert has a different answer to these questions: price, quality, experience, advertising, presentation. The problem is that many of the factors that influence our behavior are far below the surface, in the part of the mind that some psychologists call the unconscious .

It was to investigate in depth the mental processes that lead a person to decide to make a purchase or engage with a brand that the concept of neuromarketing emerged .

What is neuromarketing?
Neuromarketing is a category of marketing that seeks to understand consumer behavior and what factors drive their purchasing decisions. To do so, it relies on scientific discoveries from the fields of neurology and psychology.

The concept of neuromarketing has existed for a vk database time, but it was with the emergence of increasingly advanced neuroscience technologies that it gained ground in the business world. These technologies include:

Magnetic resonance imaging
It has made it possible to map brain activity in detail when exposed to certain stimuli, including marketing stimuli. For example: what emotional reaction does a person have when seeing your advertisement?

Eye tracking
Tracks the direction a person is looking, showing which parts of an image or video they look at the longest and most frequently. For example, which parts of a website catch their attention the most?

Examples of the use of neuromarketing
Here are some discoveries from psychology and neurology that can be applied to marketing strategies :

The power of emotions
Basically, our mind is divided into two different systems. On one side, we have the more rational, slower mind, which draws conclusions after analyzing everything in minute detail. On the other, we have the emotional, intuitive mind, which analyzes things quickly and holistically, drawing conclusions based on previous experiences, affective memories and archetypes.

The emotional mind requires less mental energy to function, while the rational mind causes exhaustion, as it demands a much higher level of attention. Therefore, we use the former more than the latter in our daily lives.

Therefore, most purchasing decisions are guided by emotion , even if we try to come up with rational reasons later to justify our choice. Therefore, investing in humor, good storytelling and simple communication that moves people and doesn't make them have to stop and think are great ways to attract new consumers.

The psychology of colors
We have already talked in another text on our blog about the importance of color psychology in e-commerce .

Each color brings a different type of sensation to the audience: comfort, hunger, tranquility, energy, peace, health. Check out some examples:

Pink – Causes a feeling of femininity, intimacy, romanticism. It is used to communicate with the female audience;
Purple – It is considered relaxing and mysterious. It is often used in health products, perfumes, etc.
Yellow – Transmits joy and happiness. It is used to attract the public’s attention;
Blue – Represents tranquility, security and trust. Recommended for children and the elderly;
Green – Encourages health, money, nature. It is used to attract sports enthusiasts and people seeking a healthier lifestyle;
Red – This is the color that conveys strength and energy. It is used by a younger audience, it conveys urgency and is therefore often used in discounts and sales. It is also associated with appetite, making it ideal for restaurants, fast-food restaurants, snack bars and sweet shops;
Orange – Shares communication, courage and firmness. This color is used to stimulate consumer action.
Keep this in mind when defining your brand’s visual identity.

The anchoring effect
The anchoring effect is a cognitive bias in which we use the first information we see or hear about a particular type of product as a basis (anchor) for judging all others in the same category. Especially price.

For example: let's say the first cell phone you see displayed in a store costs R$1,000. If you find another one nearby for R$550, you'll probably think it's relatively affordable. Now, if the cell phone displayed was priced at R$450, you'd think the same R$550 device is way too expensive.

One way to use this type of psychological effect is to place more expensive products next to other much more affordable ones within your e-commerce (with the most expensive ones appearing first, from left to right).

Our attraction to faces
Studies show that advertising pieces that show faces, especially smiling ones, attract much more attention and generate sympathy with the public. For example: they receive 38% more likes on Instagram .

Another reason to humanize your pieces more is the “ mirror neurons ,” which make us identify actions, intentions and feelings in other people and then imitate them. For example: if we see a person smiling after drinking a sip of beer, we mimic that same feeling of joy after drinking a cold one.

The power of integers
Studies also show that using whole numbers, rather than percentages, tends to generate more emotional identification with the audience.

For example: saying that “X million Brazilians die of hunger every day” has a much greater impact than “Y% of Brazilians die of hunger every day”, since we visualize these people better in the first case.

Pain X pleasure
Showing the pleasures a product can provide and a pain or need it solves are two powerful tools.

However, most of the time, we tend to move more to end pain than to seek pleasure . For example: it is more effective to say that we need to go to a beauty clinic to avoid wrinkles than to simply say that the person will look more beautiful.

Mental triggers
There are certain triggers in our minds that, when properly explored, have great power to convince us to buy a product or take an action. Here are some:

Urgency: we have an aversion to loss. Therefore, phrases like “you only have 1 more day to enjoy it” or “only a few hours left” tend to bring a sense of urgency to the target;
Shortage: using the same logic above, you can also say that there is little stock: “last vacancies”, “last units” etc.;
Social proof: as social beings, we seek the opinions of others. Therefore, showing positive testimonials and reviews generates good results;
Authority: highlighting certifications, awards, and literary or academic works in your field also contribute to improving your credibility;
Exclusivity: We all like to be part of an exclusive and different group of people. So, if possible, make your customers feel special. Ex.: “only members of our club can receive the full newsletter”; “be part of the 10% who…”;
Empathy: show that you understand the target’s pain as if it were your own. Ex.: “We know how difficult it is to take care of children and study at the same time. That’s why we have the perfect solution! Learn about our online classes, with flexible schedules”;
Personalization: the more personalized the communication, the better. For example: separate your LEADS into categories and send marketing emails according to each person's profile, always including the person's name at the beginning.
Marketing email that Fizzing produced for the Cataldo Siston Law Firm, with the company's two partners with their arms crossed and the text "Properties at auction pre-selected by our lawyers for you" next to it.
Example of personalized communication: segmented emails, with real estate auction options for each region of Rio de Janeiro (South Zone, North Zone, Barra and surrounding areas, Niterói, etc.), so that each LEAD of our client, the Cataldo Siston Office, can receive notifications about auctioned properties that are of most interest to them.
Count on those who have experience in understanding consumers
The team at Fizzing 360º, a marketing, advertising and integrated communications agency , has the best professionals in the areas of marketing, advertising and design, who understand the main techniques of neuromarketing , consumer behavior , UX and content production to attract new customers.