future.mediaofficina.com - Neuroscience and Neuromarketing

In a blind taste test comparing Coca Cola and Pepsi, consumers’ brain activity is sluggish, but pictures of the brain when people see the brand name show the portions in charge of emotional, memory and learning activities reacting as if a light is turned on. In short, customers unconsciously choose the brand name, not the taste.

Phenomena like this one have led to the emergence of “neuromarketing,” which uses the unconscious brain activities of customers to draw up marketing strategies. Thanks to functional Magnetic Resonance Imaging (fMRI) scans, the reactions of consumers when they see products or ads can be immediately identified. With the devices, DaimlerChrysler learned that customers think of social status and rewards when seeing sports cars. Kellogg found that when seeing ads for food, women have conflicting emotions: to ease hunger and to stay slim at the same time.