Neuromarketing Trends

Neuromarketing Trends

DOI: 10.4018/978-1-5225-4834-8.ch012


More and more there is a growing number of neuroscience studies applied to consumption, the volume of scientific publications increases, available technology increases and prices become more accessible. Large companies such as Nielsen, DDB and others already have their own laboratories for Applied Neuroscience. New areas of study emerge with great force, such as Neuropsychology, Neuroeconomics, Neuropsychiatry, Neuroarchitecture, Neurodesign, which increasingly gain prominence and impact in society, eliminating the need for studies with less certainties. Product development studies, adapted to the brain of consumers such as Pepsi (Sousa, 2014), Frito Lay (Nobel, 2013), cars like Mercedes (Moya, 2014), among others, will become the norm. There is a work of maturation in the decision-makers of the companies that need to understand the proofs of those who advance first. Product development engineering and neuroscience have just begun to shake hands. We can assure you today that the Neuro, after the US investment in the 90s in brain study, came to stay.
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What’S Next?

More and more are beginning to observe strategies of framing in the loss. After the impetus of the studies of Daniel Kahneman and Amos Tversky in Behavioral Economics, which earned them two Nobel Prize-winning psychologists, the economic and behavioral sciences could never stop working together. Knowing that insula reacts to aversion and loss is a knowledge that has been supported by immense studies that validate the same result: the insula when active, greatly increases the likelihood of a negative decision. Thus, for the establishment of prices, products and design, studies supported by “no” insula activation will be “fashionable” and a significant increase in publications in this area is expected. So, more than knowing what the consumer wants, we'll want to know what he does not want.

Much has been said about emotions for many centuries. However, we are only now beginning to have the technology to selectively “activate” the emotions. Much based on the impulse of Antonio Damásio (Damasio, O erro de Descartes, 1994) (Damasio, O sentimento de si. O corpo, a emoção e a neurobiologia da consciênica., 1999), emotions and feelings can today be “provoked” by “emotionally competent stimuli.” And we know that this lies in experience. However, we no longer have to “spin” on someone's creativity or just an opinion. Applied neuroscience will finally be able to validate whether or not the experiences generate emotions, whether they are positive or negative. Emotions generate aggregation to brands and relationships and will become a trend. Trademark experimenters will need to be: provided they know how to measure the impact of the emotion they intend to generate in order to reduce investment risk. Want a relationship? Provoke lasting positive experiences (Murphy, Pospichal, & Kosar, 2014).

With the proliferation of social networks, information also proliferates with added emotions. Brands, when they become beliefs or meanings, increase the meaning of brands. Thus, brands will need to generate their tribal groups of evangelizers. This will require a maintenance plan for people aggregated with continuity to the brand. As that of a relational strand of marks. With the ease of communicating via social networks will be the customers themselves to evangelize the brands, suggesting the reduction of investment in advertising and increased investment in generating unexpected experiences to the client. This makes customers brand evangelizers, but only if the belief takes root. The time it takes and its continuity will thus depend on how we know the consumer.

The obritofrontal cortex, seen as one of the structures that activates in motivational processes, of reward, among others, is more active in positive experiences related to the increase of dopamine, than in processes in which the person pays less (Bear, Barry, & Paradiso, 2002). Thus, a decrease of the concepts “low-cost” with pain to pay later and increase of the concepts that provoke surprises and experiences cool to the fair price. The possibility of paying is a key point, that is, if the customer can pay a little more for the experience, will pay a little more. Price is important and customers are getting more and more information. Thus, concepts that stimulate the activation of the orbitofrontal cortex tend to be better stored in the memory of the consumers and to be repeated, whereas the concepts low cost can be chosen once and then discontinued losing the loyalty of the consumer.

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