Neuromarketing and Consumer Relationship

Neuromarketing is a type of marketing that reveals the factors influencing the purchasing emotions in a consumer's brain within the marketing world. By developing Neuromarketing monitoring, brands try to understand the consumer by examining their behavior during the purchasing phase from a psychological perspective.

Brands with a specific target audience want to control consumers and aim for consistent purchasing behavior. In this case, it's possible to examine consumer purchasing behavior and the perception of purchasing in the human brain through neuromarketing.

Neuromarketing essentially consists of many types. However, two types are generally used. These are: Functional Magnetic Resonance Imaging (FMRI) and Electroencephalography (EEG). Functional Magnetic Resonance Imaging (FMR) is a system that analyzes how brands approach consumers and how consumers react to these behaviors. Electroencephalography (EEG), on the other hand, is inexpensive and analyzes consumer emotional shifts, identifying instinctual states through electromagnetic fluctuations.

How Do Brands Use Neuromarketing?

We can look at research to understand how brands use neuromarketing. Research has shown that brands like Campbell's Soup and Gerber have used neuromarketing to transform their packaging designs and logos. When products are presented to consumers, positive, negative, and neutral reactions have been observed. These reactions suggest that consumers' focus on products isn't limited to visual aspects; they are also alert to their senses. When examining consumer behavior through neuromarketing, brands should understand the relationship between the target audience and the senses, while not ignoring consumer experiences.

The biggest advantage of brands is their ability to embed a product into the consumer's subconscious through advertising. In 1957, marketing manager James Vicary, in a film called “Picnic”, used a mechanical slide projector placed in the projection room to flash the messages “Drink Coca-Cola” and “Eat Popcorn” on the cinema screen at a speed of one frame every five seconds, which is one-three-thousandth of a second. This marked the first practical application of subliminal messaging, subtly flashing these messages on the screen. Consumers buy a product to experience the emotion felt by the role model in the advertisement. This shows that consumers purchase a product not for its features, but for the emotions it evokes.

The most important thing brands should pay attention to is conveying the product's story to consumers within a realistic framework. A product with a good story creates an emotional connection with the consumer, thus retaining its power to influence them. This is where advertising truly shines and captures the attention of consumers.

Brands that focus more on understanding the issues consumers notice with a product and then work to solve those problems, not just on selling, not only achieve profits but also create proven awareness, awakening emotional connections in the consumer. The emotional placements in the consumer are the key for brands, and they need to directly present the sense of reality in their advertising efforts to the consumer.