According to the book "Gigabytes of power" computer writer, known under the pseudonym bird Kiwi the concept of neuromarketing was born in the 1990s at Harvard University.
The method is based on the results of psychologists, according to which about 95 percent of all human cognitive activity and all thinking, including emotions, occur below the levels of our awareness, in the subconscious area.
For example, according to the research Agency Magram Market Research, measured (about 60 bars per minute) melodies often push people to impulse purchases. A person under their influence can spend 35-40% more money than he was going to, says Vladimir Skripnichenko, PR Director of Magram MR.
The technologies that allow this are United by the name "neuromarketing", which includes visual merchandising (exposure through color and images), sound design and aroma marketing.
Observing our native market, it seems that the main task that marketing psychologists set themselves is how to effectively manipulate the subconscious activity of the brain. Concepts and Definitions
Marketing-a set of measures to promote a product or service.
Mechanisms, structures
The famous marketing consultant Martin Lindstrom believes that "touch marketing" helps to develop a conditioned reflex in a person: he heard certain music, smelled or saw a combination of colors there were clear associations with a certain brand.
Who benefits
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The way to the consumer's wallet through his subconscious
Large domestic retail chains jewelry "Adamas“, computer” White wind“, Shoe” Econica" and Carlo Pazolini began to use neuromarketing that helps with images of music or fragrances to encourage people to buy.
In the middle of the XX century with the efforts of foreign marketers and scientists it was found that by influencing the subconscious of the consumer, you can make him buy more often and pay more. The technologies that allow this are United by the name "neuromarketing", which includes visual merchandising (exposure through color and images), sound design and aroma marketing. The famous marketing consultant Martin Lindstrom believes that "touch marketing" helps to develop a conditioned reflex in a person: he heard certain music, smelled or saw a combination of colors there were clear associations with a certain brand. The battle for the consumer will be won by the one who will effectively use all our five senses: sight, hearing, smell, touch, taste, Lindstrom urged Russian marketers during a recent visit to Moscow. Neuromarketing is currently the hit of the season among Russian retailers.
The brands use neuromarketing
Car manufacturers hope to use the concept of neuromarketing to increase sales of their products. By learning the brain's response, they hope to determine which cars customers like best, and how to get them to prefer buying certain cars.
Scientific and commercial institution from Atlanta (Georgia, USA) called Brighthouse Institute of thought Sciences (BrightHouse Institute for Thought Sciences) has developed a special method of "neuromarketing" based on the study of Mr-head shots secret consumer preferences are set by the special color of specific areas of the brain, positively or negatively reacting to the presented advertising.
Extremely pragmatic managers of the company directly declare that when studying the reaction of a person they are absolutely not interested in whether he likes advertising or not. The main thing is to determine how effective it is in subconsciously stimulating the purchase of a particular product or in developing greater loyalty to the brand of the customer company.
Automakers have said they are taking the new technology into service. Representatives of Ford, for example, argue that with the help of neuromarketing, they hope to understand how buyers form an emotional perception of cars of a particular brand.
Although it is impossible to talk about neuromarketing seriously, some human rights activists have already expressed concern about the new problem. For example, consumer protection lawyer Ralph Nieder argues that automotive concerns manipulate potential customers, which should be considered a violation-interference in privacy by "mind reading".
At the same time, in the United States, some research centers have already begun to advise automakers on this new direction of marketing.
Part 2:
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