Deciding whether or not to put a product in your shopping basket is often a split-second decision. If there’s one advantage neuromarketing has over traditional methods, it’s being able to measure objectively what happens during that split second.
One problem: the amount of research methods under the ‘neuromarketing’ umbrella grows ever more diverse. From skin conductance to EEG. From Facial Coding to Eye Tracking.
When deciding for a specific method, a marketer wants to know one single thing: how well does it predict actual purchase?
Ask yourself: when you want to buy a pair of shoes, what is the first thing you do?
Chances are, you’ll start browsing for your favourite colour, your favourite brand. You’ll choose a few models you like, maybe order them online. Or first go to the shop to try them on and then, maybe browse some more to find the best prices. And finally, you buy a pair of shoes.
For 87% of all shoppers, the buying process involves researching online before doing a purchase in a physical store.
How would NIKE in uppercase fit differently to both men and women consumer decisions, compared to head & shoulders in lowercase? And what subtle effects had switching PEPSI to pepsi in 2004, after the brand case had been uppercase for 32 years? The present research in neuromarketing explains what effects letter case might have on consumer decisions. UBER and lyft seem to provide similar services, although their brand case might appeal specifically to either men or women.
What is the perfect face for a beauty ad? And which would you use for domestic violence prevention?
In advertising, the primary mission is to promote products or to convey ideas using persuasive language and images. Faces are a key aspect of ads and are often portrayed differently depending on the product advertised and message communicated. But what makes a face visually persuasive?
Have you ever been to a pub with the intention of doing just a few drinks and going home early, only to stay until closing time? A lot of people probably have. If you are one of them, have you ever wondered why you've indulged yourself much more than intended? There are several excuses you could tell yourself to justify staying longer than you should have. Maybe it was a really good night out and it would have been a shame to miss it. Maybe the DJ was playing your favorite music. Or maybe you're just bad at planning.
A less common excuse is the dim lighting in the pub. Few people will believe you if you tell them that your hangover is caused by the lighting in the pub. However, research has indicated that this may have a significant effect on your night out after all. It turns out that the amount of light does more than just setting the atmosphere.