Neuromarketing is a discipline that combines marketing and neuroscience to understand how we react to commercial stimuli. It analyzes how our brain processes the information it receives before, during and after a purchase. And the key fact is that over 85% of purchasing decisions are unconscious, that is, based on emotions and not on logic.
Three main elements are identified that affect the purchasing decision from a neurological point of view:
- Emotions. If a stimulus awakens an emotional response, the brain responds more quickly. This translates into more impulsive purchases.
- Attention: The customer only retains what seems relevant or different to them. Stimuli that are perceived as new help in decision-making.
- Memory: If something impacts emotionally, it has many more chances of remaining in long-term memory.
How do the senses influence your purchasing decisions?
Music
Music has a direct effect on mood. Different musical styles can induce sensations of calm, urgency, happiness or nostalgia. If the music is slow and soft, the brain interprets that it can relax, which usually prolongs the stay in a space and encourages more leisurely purchases. If it is fast, active and rhythmic, it is useful for spaces with many people where quick customer turnover is desired.
Smell
Smell provokes instantaneous and intense emotional responses. Moreover, they have a strong evocative power; a scent can activate memories or sensations from the past, generating affective bonds that predispose to purchase.
Visual perception and color
The colors and shapes that surround a product influence its emotional interpretation. The brain processes these colors in milliseconds and makes decisions without consciously thinking about them. This also applies to typography, the arrangement of elements or lighting.
Prices
The psychological pricing technique is based on a phenomenon called the “left-digit effect”. Our brain first interprets the leftmost number, and associates €9.99 as cheaper than €10, even though there’s only a one-cent difference.
Product layout and route
When a person enters an establishment, their brain activates an exploratory pattern. If the route is designed so that the customer passes through different sections before reaching the main product, exposure to stimuli increases. This, combined with appropriate music and aromas, activates multiple senses and increases the probability of buying something that was not initially planned.
Apparent disorder and the perception of opportunity
In spaces where products are apparently disordered, the brain interprets that there is more variety or that “bargains” can be found. The perception of scarcity generates a response where the brain responds better when it thinks something might disappear or run out.
In summary, neuromarketing is based on something as simple as understanding how we think and feel. You just have to manage to activate emotions, capture attention and remain in your customer’s memory to achieve an impulsive response and increase your sales.
You can take advantage of the advisory services of the Economic Office of Galicia to implement neuromarketing strategies and boost your business growth. You just have to fill out the online form on our website and an expert will contact you.
