Neuromarketing: 15 Neuromarketing Examples

Summary

Neuromarketing, a field increasingly utilized by businesses and universities, leverages eye-tracking, neuroimaging, and EEG to understand consumer behavior. The script highlights 15 strategies, including the impact of eye gaze in ads, the psychology of packaging and pricing, and the use of color and headlines to evoke emotions. It also discusses how neuromarketing can uncover hidden consumer preferences and enhance decision-making in marketing strategies.

Takeaways

• 👀 Eye gaze in advertisements is crucial; babies looking at the product garner more attention than when looking at the camera.
• 🎨 Good packaging design can significantly influence consumer perception and has been optimized using neuroimaging techniques for brands like Campbell's and Frito-Lay.
• 🟥 Color selection in marketing is essential; it can evoke specific emotions and has been strategically used by companies like Coca Cola.
• 🧠 Neuromarketing employs fMRI to understand consumer behavior better, helping to predict the success of advertising campaigns before they are released to the public.
• 🚫 Research indicates that too many options can deter purchases, as customers are less likely to engage with booths offering extensive choices.
• 😌 EEG imaging in Emotion Response Analysis (ERA) helps measure consumer happiness and interest in products, guiding advertisers to address potential issues.
• 🏁 The fear of missing out is a powerful motivator in consumer behavior; 'buy before it's gone' strategies are effective due to this psychological tendency.
• 💡 The initial impression, or 'anchoring effect', sets the tone for future decisions and can influence the perceived value of products and services.
• 🚀 Companies like PayPal have found that emphasizing speed and efficiency over security can be more appealing to customers, as revealed by neuromarketing studies.
• 🔍 Neuromarketing can uncover hidden consumer responses, such as the case of an ad that was secretly liked despite initial negative feedback in focus groups.
• 🎮 Video game design incorporates psychological principles like rewards and punishments to increase engagement and stimulate the release of dopamine in the brain.
• 🔧 Neuromarketing has been used to test and refine product designs, as demonstrated by Hyundai's use of EEG to evaluate consumer responses to car prototypes.
• 💰 Pricing strategies are influenced by neuromarketing insights, suggesting that rounded numbers appeal to emotional decision-making, while complex numbers engage logical thinking.
• 🌐 The layout of websites can be optimized using neuromarketing methods, with findings indicating that horizontal layouts are less effective than vertical ones.
• 📰 Headlines that stand out are crucial for capturing attention, with 'Hippocampal Headlines' being an effective neuromarketing technique that leverages the brain's response to altered familiar phrases.

Q & A

What is neuromarketing and why is it significant in the marketing world?

Neuromarketing is the application of neuroscientific methods to understand consumer behavior and decision-making processes. It is significant because it helps businesses understand how customers react to marketing stimuli at a neurological level, allowing for more effective marketing strategies.

How does eye gaze in advertisements influence consumer attention?

Eye gaze in ads is important because it directs the viewer's attention. When a baby in an advertisement looks straight at the camera, viewers pay more attention to the baby's face. However, if the baby is looking at an object or text, the viewer's attention shifts to the ad's content.

What role does packaging play in consumer attraction and how has neuroimaging influenced it?

Packaging plays a crucial role in attracting consumers as it can influence their perception and feelings about a product. Neuroimaging has been used to redesign packaging for brands like Campbell's and Frito-Lay, by understanding consumer responses to different packaging elements such as color, text, and images.

How do colors in marketing impact consumer emotions and purchasing decisions?

Colors can evoke a wide range of emotions in consumers. Certain colors are linked to specific emotions, and when used effectively, they can influence purchasing decisions. For example, Coca Cola's use of red is a well-known example of color influencing brand recognition and consumer appeal.

How does neuromarketing use fMRI to evaluate advertising effectiveness?

Neuromarketing uses fMRI to compare advertising efforts before they are released to the public. By analyzing brain activity in response to different ads, neuromarketers can determine which ads are more effective in engaging consumers and driving desired actions.

What did the study from Columbia University reveal about decision-making and the number of options presented to consumers?

The study revealed that presenting too many options to consumers might lead to analysis paralysis, where consumers are less likely to make a purchase due to the overwhelming number of choices.

How does EEG imaging contribute to understanding consumer emotions towards products or marketing?

EEG imaging is used in Emotion Response Analysis (ERA) to measure a person's emotional response to a product or marketing material. It helps advertisers understand how interested or passionate consumers are about a product, which is vital for improving product appeal.

What psychological principle does neuromarketing reveal about the fear of losing and its impact on consumer behavior?

Neuromarketing reveals that the fear of losing, or the potential for loss, is a powerful motivator for consumers. 'Buy before it's gone' tactics and framing choices as losses can significantly increase the likelihood of a purchase.

How does the 'anchoring effect' in neuromarketing influence consumer decision-making?

The 'anchoring effect' suggests that the first piece of information we receive about a product influences our subsequent decisions. Advertisers use this by comparing products or services, often highlighting an initial offer or feature that makes subsequent choices seem more attractive.

How did PayPal use neuromarketing insights to improve the adoption of their online payment service?

PayPal discovered through neuromarketing studies that emphasizing the speed and ease of their service was more appealing to customers than focusing on security. This insight led them to market their payment service as a fast and efficient option.

What insights did neuromarketing provide about the impact of headlines on consumer attention?

Neuromarketing has shown that headlines which slightly alter known phrases activate the hippocampus, making them stand out and capture attention. This method, termed 'Hippocampal Headlines', is used to create impactful and memorable headlines.

How do neuromarketing techniques reveal hidden consumer preferences that may not be expressed in focus groups?

Neuromarketing techniques like EEG can uncover hidden consumer preferences by measuring brain activity in response to stimuli. This can reveal genuine reactions that consumers might suppress in focus groups due to social desirability bias.

What role do psychological principles play in video game design and how do they affect the brain's reward system?

Psychological principles such as rewards and punishments are used in video game design to maintain player interest and engagement. These principles can increase the release of dopamine, a neurotransmitter linked to happiness and good memories, making players more likely to continue playing.

How did Hyundai utilize neuromarketing in testing the design of their car prototypes?

Hyundai used EEG to test consumer brain responses to different design features of their car prototypes. The insights gained from this neuromarketing approach helped Hyundai determine which design elements were most likely to prompt a purchase and subsequently influenced the exterior design of their cars.

What insights have neuromarketers gained about pricing strategies and how do they affect consumer decision-making?

Neuromarketers have found that rounded numbers are more effective when consumers are making decisions based on emotions, while more complex numbers are better when the logical part of the brain is engaged. Complex numbers make the brain work harder, potentially leading to the perception that the product is of higher value.

How do neuromarketing methods contribute to the design and layout of websites?

Neuromarketing methods are used to analyze consumer behavior on websites, focusing on elements like color schemes, layouts, and font sizes. Findings suggest that certain design elements, such as customer reviews and social widgets, can increase customer engagement. Additionally, horizontal layouts are less effective than vertical ones due to the natural reading pattern from top to bottom.

Outlines

00:00

🔍 Neuromarketing Insights and Techniques

This paragraph delves into the world of neuromarketing, highlighting its prevalence and impact on business strategies. It discusses the importance of eye gaze in advertisements, particularly the effectiveness of babies looking at the camera or products. The use of neuroimaging to redesign packaging for brands like Campbell's and Frito-Lay is explored, emphasizing customer preferences for matte over shiny packaging. The power of color in marketing is underscored, with Coca Cola's use of red as a prime example. The paragraph also touches on the use of fMRI to gauge the success of advertising campaigns, the psychological impact of choice overload, and the application of EEG in Emotion Response Analysis to measure customer satisfaction. The fear of missing out and the 'anchoring effect' in decision-making are also examined, showcasing the depth of neuromarketing's influence on consumer behavior.

05:01

🛒 Neuromarketing Strategies in Consumer Decisions and Design

The second paragraph continues the exploration of neuromarketing, focusing on consumer decision-making and product design. It explains the 'anchoring effect' and its use in neuromarketing to influence choices, such as the preference for a hotel room with free coffee. The paragraph also discusses the importance of speed and efficiency in consumer preferences, as demonstrated by PayPal's marketing strategy. It reveals the hidden responses to advertisements that can be uncovered through neuromarketing techniques like EEG, contrary to focus group feedback. The integration of psychological principles in video game design to enhance player engagement is highlighted, along with the use of neuromarketing in testing product prototypes, as seen in Hyundai's case study. The discussion on pricing strategies includes the impact of rounded versus complex numbers on consumer decisions. Lastly, the paragraph covers the application of neuromarketing in website layout optimization and the effectiveness of 'Hippocampal Headlines' in capturing attention.

Keywords

💡Neuromarketing

Neuromarketing is the application of neuroimaging, neuropsychology, and other neuroscience methods to understand consumer behavior and decision-making processes. It is central to the video's theme, as it discusses how various neuromarketing techniques are employed to influence consumer responses to marketing strategies. The script mentions its importance in the marketing world and how it's used by big businesses and universities.

💡Eye Gaze

Eye gaze refers to the direction in which a person is looking. In the context of the video, it is highlighted as a critical element in advertising, where the direction of a baby's gaze in an advertisement can influence a viewer's attention. The script explains that when a baby looks at the camera, viewers pay more attention to the baby's face, whereas if the baby looks at an object or text, the viewer focuses on the ad's content.

💡Packaging

Packaging is the container or wrapping that encloses a product for distribution or sale. The video emphasizes the importance of packaging in neuromarketing, where neuroimaging is used to redesign packaging to appeal more to consumers' preferences, as demonstrated by the case of Frito-Lay switching from shiny to matte packaging.

💡Color

Color is a visual characteristic of objects resulting from the light they emit or transmit. The script discusses how colors can evoke certain emotions and are used strategically in advertising. For example, Coca Cola's use of red is highlighted as a powerful business tool, and neuromarketing experts categorize colors to guide effective usage in advertisements.

💡fMRI

fMRI stands for functional Magnetic Resonance Imaging, a neuroimaging procedure that measures and maps the brain's activity. In the video, fMRI is used in neuromarketing to understand consumer reactions to advertising before it is released to the public, as illustrated by the study comparing different ad campaigns for the National Cancer Institute.

💡EEG

EEG stands for Electroencephalography, a method to measure electrical activity in the brain. The video describes how EEG is used in Emotion Response Analysis (ERA) to gauge consumer emotions towards products and marketing. An example provided is the use of EEG to measure customer happiness with a skin treatment, linking it to brain activity associated with facial beauty judgment.

💡Anchoring Effect

The anchoring effect is a cognitive bias where individuals rely too heavily on an initial piece of information (the 'anchor') when making decisions. The video explains how neuromarketing uses this effect to influence purchasing decisions by setting an initial reference point, such as a comparison to other choices, to make a product seem more attractive.

💡Fear of Losing

The fear of losing, or loss aversion, is the tendency for people to prefer avoiding losses over acquiring equivalent gains. The script notes that neuromarketing has found this fear to be a powerful motivator in consumer behavior, with 'buy before it's gone' tactics being highly effective due to the framing of choices as potential losses.

💡Dopamine

Dopamine is a neurotransmitter associated with reward, pleasure, and motivation. In the video, it is mentioned in the context of video game design, where rewards and punishments are used to increase dopamine levels in the brain, enhancing player engagement and creating positive associations with the game.

💡Price Psychology

Price psychology refers to the psychological factors influencing consumers' perceptions and responses to pricing strategies. The script discusses how neuromarketers have found that rounded numbers appeal to emotional decision-making, while complex numbers engage the logical brain, potentially leading to the perception of higher value.

💡Website Layout

Website layout refers to the arrangement and design of elements on a website. The video explains how neuromarketing methods are applied to optimize website layouts for better user engagement. It mentions that certain design choices, such as horizontal versus vertical layout, can significantly impact user behavior and the effectiveness of a website.

💡Hippocampal Headlines

Hippocampal Headlines is a neuromarketing concept based on the activation of the hippocampus, a region of the brain involved in memory and attention, when a familiar phrase is slightly altered. The script cites this as a strategy to create headlines that stand out and capture attention, with the example of Patron's slogan 'Practice makes Patron'.

Highlights

Eye gaze direction is crucial in ads featuring babies; if the baby looks at the object or text, viewers pay more attention to the ad's content.

Neuroimaging has shown that customers prefer matte packaging over shiny packaging, leading brands like Frito-Lay to switch to matte designs.

Color significantly influences customer emotions; for example, cool blues attract professionals, while Coca Cola's red evokes strong feelings.

fMRI technology is used in neuromarketing to test ad effectiveness before public release, leading to more impactful campaigns.

Research from Columbia University shows that too many options can overwhelm customers, reducing their likelihood to buy.

EEG imaging in Emotion Response Analysis (ERA) helps determine customer happiness with a product, crucial for improving user satisfaction.

Fear of missing out drives purchases; 'buy before it's gone' tactics are highly effective.

The 'anchoring effect' helps customers make decisions by comparing options, influencing them to choose deals with additional perks.

Studies reveal that customers value speed and efficiency over security, as shown by PayPal's successful focus on quick service.

EEG studies can reveal hidden positive responses to ads that focus groups might not openly express.

Video game design uses psychological principles of reward and punishment to keep players engaged, increasing dopamine levels in the brain.

Hyundai used EEG to test design features in prototypes, leading to changes in car exteriors based on brain response.

Complex pricing is more effective for logical decisions, while rounded numbers appeal to emotional decisions.

Neuromarketing techniques optimize website layouts, favoring vertical designs and including certificates, customer reviews, and social widgets.

Hippocampal Headlines, a new method in neuromarketing, tweaks known phrases slightly to activate the hippocampus, drawing attention.

Transcripts

Neuromarketing is taking over the world, and  almost every big business and university has used  

it in some way. Even though neuromarketing  is so important in the marketing world,  

many people don't know what it is or how it can  be used successfully. The next 15 interesting  

examples of neuromarketing in work are shown  in the animations below. 1. Why eye gaze is  

important 106 It's no secret that ads with people  in them work much better than those without.  

In particular, people tend to look at pictures  and movies with babies for longer and pay more  

attention to them. Advertisers have tried for  a long time to sell more baby goods by showing  

close-ups of cute baby faces, but eye tracking  technology has shown that this is not enough.  

Researchers found that when the baby looks  straight at the camera, people pay much more  

attention to the baby's face and less attention  to what the ad is about. But if the baby is  

looking at the object or text, the viewer will  actually pay attention to what the ad is about.  

Because of these findings, marketers now know  that baby faces are popular with customers,  

but they also make sure that the baby is  looking at what they want the customer to buy.  

Here is more information about the study. 2.  Having good packaging We all know what it's  

like to be pulled to something because of how it  looks. Advertisers have always known that what's  

inside doesn't always matter, but neuroimaging has  taken this to a whole new level. Neuroimaging has  

been used to redesign the packaging of brands like  Campbell's and Frito-Lay. In tests, customers were  

shown packaging and asked how they felt about it.  Their answers were either good, bad, or neutral.  

Also, they were asked a lot of questions  about the use of color, text, and images.  

This study showed that customers didn't like shiny  packaging but didn't mind matte packing. Then,  

Frito-Lay got rid of the shiny package and  switched to the new matte look. 107 3. Color  

Matters Think about how the colors you choose  might affect how potential customers feel.  

Colors can make us feel a wide range of feelings,  and studies show that some colors are linked to  

certain emotions. When used right, color can be  a powerful business tool. Coca Cola's use of the  

color red is one of the most well-known examples,  but there are many other companies that have also  

used color to great effect. Neuromarketing experts  who study how colors work in advertising have put  

colors into subgroups to help people figure  out how to use them effectively. For example,  

if you want to draw professionals, cool blues  are a good choice. 4. How well ads work For a  

long time, studying the brain was something that  only academics and scientists did. Neuromarketing,  

on the other hand, has used the amazing power of  fMRI images to learn more about how people act  

and what they buy. One way that fMRI is used in  neuromarketing is to compare advertising efforts  

before they are shown to the public. In one study,  the people who took part saw three different ads  

for the National Cancer Institute's telephone  number. The ad campaign that made people think  

the most in a certain area was the one that got  a lot more calls to the hotline. This new way  

of doing things is a new way to find advertising  efforts that will really get people interested.  

5. Can't decide what to do 108 Research on how  people act sometimes goes against what we may  

have thought before. Columbia University did a  study that showed that too many options might  

make people not want to buy. Using different kinds  of displays, they found that customers were less  

likely to stop at booths with a lot of choices.  6. Figuring out how happy you are EEG imaging is  

used in Emotion Response Analysis (ERA) to figure  out how a person feels about a product, marketing,  

etc. How interested or passionate we are about  a product is very important to the advertiser.  

If, for example, the customer gets very frustrated  with your product, it's clear that there's a  

problem with how it works that you may want  to fix. EEG can be used to measure how happy a  

customer is. In one study, EEG was used to measure  how happy people were with a treatment for skin  

problems. They found that customer happiness was  linked to activity in the parts of the brain that  

are used to judge facial beauty. 7. The fear of  losing Neuromarketing has found that people really  

don't want to lose out, which is an interesting  fact. People worry about what they could lose as  

well as what they could win. Because of this,  "buy before it's gone" tactics work very well.  

When the other choice is presented as a  loss, people are much more likely to buy.  

Because of this, "framing" is a very important  idea in 109 neuromarketing. With this method,  

ads help people make decisions in a way that makes  them more likely to spend money. 8. Settling down  

The first thing your customer learns about you is  very important. It can help them make decisions  

in the future and set the tone for how they  buy things. Neuroscientists have found a flaw  

in how the mind works and how it decides what  to do. As individuals, we rarely know how much  

something is worth based on what it is in and of  itself. Instead, we compare it to other choices.  

Using the "anchoring effect" is a good way to  use neuromarketing because it helps people make  

better decisions. If two hotel rooms are  about the same price but one comes with  

free coffee in the morning, you are much more  likely to choose the one with the free coffee.  

You probably won't look into the quality  of the rooms or any of the other features.  

Advertisers often use this to their advantage when  comparing different deals or sets. In this way,  

we may often end up accepting contracts or making  promises for a whole year. 9. The Need to Go Fast  

Neuromarketing is a good way to figure out what  customers want. Companies often try to give the  

impression of safety and security, but customers  may be more interested in speed and efficiency.  

PayPal found this out when they did a study and  found that the promise of ease got people more  

excited than the promise of security. They used  this 110 information to get more people to use  

their online payment service by putting the  spotlight on how fast it was. 10. Revealing  

Hidden Responses In this ad, a woman played a  joke on her friend by putting orange Cheetos in  

her white load of laundry. Focus groups said they  didn't like the ad, but when the same people took  

part in an EEG study, it showed that they really  liked it. People in the focus group were afraid  

to say that they found the ad funny out of fear  that other people would think they were mean.  

In this way, neuromarketing can show thoughts  and preferences that have been kept secret.  

11. Punishment and Reward Even video game  design has started to use psychological  

principles. For example, using rewards and  punishments to make games interesting and  

keep people playing them is one way to use these  principles. By making the game more rewarding,  

the action may also raise the amount  of the chemical dopamine in the brain.  

This neurotransmitter is linked to happiness  and good memories, which can make a person  

more interested in playing. Now, game designers  even hire psychologists to help them make games,  

and psychological concepts are built right into  the way the games work. 12. Testing a model  

Even though ads are a big part of how people  act, the design of the goods themselves can also  

be important. 111 Hyundai used EEG to test their  prototypes in a well-known case of neuromarketing.  

They looked at how the brain responded to  different design features and tried to figure out  

what kind of stimulation made people most likely  to buy. Based on what this study found, Hyundai  

changed how the cars looked from the outside. 13.  How to Set the Price How to price things in a way  

that makes people want to buy them is a question  that has been asked and debated for a long time.  

We all know that putting a price of $9.99 instead  of $10 on something is a way to get people to  

buy it, but does it work? Several new discoveries  are giving us more information about this age-old  

question. Neuromarketers are using a fascinating  new piece of information that shows that rounded  

numbers are more likely to work when people  are making decisions based on their emotions,  

while more complicated numbers work better  when the logical brain is involved. This  

is because complex numbers make the brain  work harder, which may make it think that  

the product with the more complicated price  is the better choice. 14. Layout of a website  

Neuromarketing methods are also used to help plan  the layout of websites. Neuromarketers are looking  

at our choices for everything from color schemes  to layouts to font sizes and more on websites.  

There are now some hard and fast rules  about how to make websites. For example,  

if you 112 use certificates, customer reviews,  and social widgets, you're more likely to get  

customers than if you don't. Another interesting  finding is that websites that are laid out  

horizontally instead of vertically work less  well. This is because reading from the top  

down uses the brain and makes people more likely  to keep scrolling. 15. Headlines That Stand Out  

Headlines are one of the first things people see,  so it makes sense that they need to stand out.  

Because of this, they have been studied a  lot, and a new neuromarketing method called  

"Hippocampal Headlines" has been created. What's  the meaning? Researchers at University College  

London found that our hippocampus is activated  when a known phrase is changed in a small way.  

This makes us pay attention. Many writers  have used Patron and their slogan "Practice  

makes Patron" as an example of this. We  hope these cases have been fun for you.