Page 20 - index
P. 20
BEST PRACTICES & STRATEGIES
Neuromarketing:
Knowing why
customers buy
Did you know that only about five percent of purchase Symbols work the same way and can enable behavior-
decisions are made consciously? At least this has been al programs which are running directly on autopilot.
the result of scientific experiments in which the brain Thus, for example, the Apple logo immediately gets
activity of test clients were measured. According to the connected with design quality and ease of use on the
ground breaking publication "neuromarketing" in 2008, products. Hence, for a successful brand positioning and
the subconscious plays a major role and is responsible product communication you have to know the neural
for about 95 percent of the purchasing decisions. decision-making processes and human psychology, so
that the benefits of behavioral psychology have a direct
The neuro-philosopher Daniel Dennett compares the effect on the results with measurably greater success.
consciousness of a customer to a government spokes-
person who has to announce decisions he was not in- Decoy effect
volved in and didn’t really understand as the true rea-
sons for the decisions are often unknown. Therefore, in One of these effects is the decoy effect, also called
neuromarketing the communication is directed not to the ‘asymmetric dominance effect’. If a customer has a
conscious and rational buyers, but their emotions that choice between two offers, which differ in performance
govern them. and price, that person can be steered to a higher-priced
third offer. For this purpose, the decoy must dominate -
The reward system plays a central role here: Expecta- in some aspects – one of the two offers, but not both,
tions full of joy are motivating the consumer to buy the since the customer doesn’t consider the offer separate-
desired object that rewards in return with good feelings. ly, but compares it to other properties in terms of rele-
vance. In this case the decoy effect uses the domi-
What is perceived as a reward depends on which emo- nance rule that means that an offer isn’t selected if an
tion system is being addressed. There are in general alternative offer is similar in all characteristics, but is
three different systems of emotion: The balance system superior at least in one feature.
for security, risk avoidance and stability; the dominance
system for self-enforcement, competition displacement Even the framing, for instance the linguistic context in
and autonomy; and the stimulation system for discov- which factual information is embedded, can affect the
ery of new things and for the learning of new skills. mood and motivation of an individual. For example,
information can be formulated completely different and
Now, how can insights from neuroscience be harnessed thereby cause various reactions. The most famous ex-
for marketing? Let me give you some insights: ample: "The glass is half full" versus "the glass is half
empty".
Appealing to emotions
The consistent application of this knowledge in the
commercial context makes marketing more efficient by
To address these emotional systems, brands and prod-
ucts are encoded through language, stories, symbols providing a valuable addition to the traditional market
and sensors. The human "autopilot" is learning the research methods. Nevertheless, the creative idea be-
meaning of these codes during the course of life. For hind the advertising message will be decisive for what
example, Mercedes-Benz encodes its brand through sells in the future. Therefore, whoever knows in ad-
consultation with the slogan "The best or nothing" for the vance why something sells, can fuel the creative pro-
emotion system dominance. Red Bull encodes the im- cess and open new avenues for marketing. ◊
portance for the stimulation system with stories and
events around top athletes. Stories address the episodic By Daniela La Marca
memory, which is the most advanced memory system of
humans.
20 Asian eMarketing November 2014 - Cross-, Multi-, Omni-Channel & Everywhere Commerce
Neuromarketing:
Knowing why
customers buy
Did you know that only about five percent of purchase Symbols work the same way and can enable behavior-
decisions are made consciously? At least this has been al programs which are running directly on autopilot.
the result of scientific experiments in which the brain Thus, for example, the Apple logo immediately gets
activity of test clients were measured. According to the connected with design quality and ease of use on the
ground breaking publication "neuromarketing" in 2008, products. Hence, for a successful brand positioning and
the subconscious plays a major role and is responsible product communication you have to know the neural
for about 95 percent of the purchasing decisions. decision-making processes and human psychology, so
that the benefits of behavioral psychology have a direct
The neuro-philosopher Daniel Dennett compares the effect on the results with measurably greater success.
consciousness of a customer to a government spokes-
person who has to announce decisions he was not in- Decoy effect
volved in and didn’t really understand as the true rea-
sons for the decisions are often unknown. Therefore, in One of these effects is the decoy effect, also called
neuromarketing the communication is directed not to the ‘asymmetric dominance effect’. If a customer has a
conscious and rational buyers, but their emotions that choice between two offers, which differ in performance
govern them. and price, that person can be steered to a higher-priced
third offer. For this purpose, the decoy must dominate -
The reward system plays a central role here: Expecta- in some aspects – one of the two offers, but not both,
tions full of joy are motivating the consumer to buy the since the customer doesn’t consider the offer separate-
desired object that rewards in return with good feelings. ly, but compares it to other properties in terms of rele-
vance. In this case the decoy effect uses the domi-
What is perceived as a reward depends on which emo- nance rule that means that an offer isn’t selected if an
tion system is being addressed. There are in general alternative offer is similar in all characteristics, but is
three different systems of emotion: The balance system superior at least in one feature.
for security, risk avoidance and stability; the dominance
system for self-enforcement, competition displacement Even the framing, for instance the linguistic context in
and autonomy; and the stimulation system for discov- which factual information is embedded, can affect the
ery of new things and for the learning of new skills. mood and motivation of an individual. For example,
information can be formulated completely different and
Now, how can insights from neuroscience be harnessed thereby cause various reactions. The most famous ex-
for marketing? Let me give you some insights: ample: "The glass is half full" versus "the glass is half
empty".
Appealing to emotions
The consistent application of this knowledge in the
commercial context makes marketing more efficient by
To address these emotional systems, brands and prod-
ucts are encoded through language, stories, symbols providing a valuable addition to the traditional market
and sensors. The human "autopilot" is learning the research methods. Nevertheless, the creative idea be-
meaning of these codes during the course of life. For hind the advertising message will be decisive for what
example, Mercedes-Benz encodes its brand through sells in the future. Therefore, whoever knows in ad-
consultation with the slogan "The best or nothing" for the vance why something sells, can fuel the creative pro-
emotion system dominance. Red Bull encodes the im- cess and open new avenues for marketing. ◊
portance for the stimulation system with stories and
events around top athletes. Stories address the episodic By Daniela La Marca
memory, which is the most advanced memory system of
humans.
20 Asian eMarketing November 2014 - Cross-, Multi-, Omni-Channel & Everywhere Commerce
