Why people buy and what they buy:
The promise and process of neuro-marketing.
Everyday we see, hear, read and sometimes smell countless messages that are trying to persuade you to buy…and we forget most of them immediately. These messages were designed to influence your behavior.
Why don’t they work? And why do some messages stick better than others? Asking people directly doesn’t help, because they really don’t know. They may try to offer conscious explanations for their purchasing choices, but, in reality, a complex array of subconscious thoughts and feelings drive buying decisions.
For a long time, researchers who wanted to explain and influence consumer behavior were limited to “quantitative and qualitative” study methods.
Now, “neuro-marketing” which uses brain scans, offers the new possibility of learning what’s really happening inside people’s heads and why they act as they do.
Neuro-marketing is not the answer to everything. As a young science, it’s limited by our still incomplete understanding of the human brains.
Truth and lies about why we buy
• In neuro-marketing, researchers measure brain activity to gauge these associations.
• Subconscious, emotional, irrational, associations drive people’s choices – including purchase decisions.
• This offers fresh information about the mental processes that precede decisions. These insights can lead to powerful marketing – some say too powerful.
• “Mirror-neurons” force people to echo or empathize with other people’s actions.
• Product placement works if it integrates the product into a program’s storyline.
• Over sexual references in ads draw viewers’ attention away from the product, but many sexual messages are subliminal.
• People may make purchase decision based on intense clusters of emotion and sensation associated with specific stimulus, from brand to rituals.
• Strong brands and religion trigger the same areas of the brain.
• Rituals and superstitions also can boost people’s emotional connections with brands
• Visual ads are more effective when linked appropriately with sound or smell.
So, advertisement limits but human's brain activity who understand or which marketing management undrestand can be given somewhat successful.