Brains, marketing and purchasing behaviour
According to Wikipedia, neuromarketing is “a commercial marketing communication field that applies neuropsychology to market research, studying consumers’ sensorimotor, cognitive and affective response to marketing stimuli.” The method described has been around for a while now and is often used to determine the distinction between print publications and online advertisements, teaching that print still plays an important role in the media mix of today’s businesses.
By using neuromarketing, it is possible to map out what a participant “thinks” during interaction with marketing stimuli, or rather, what the active emotions are whilst doing so. For example, a participant can be shown a clothing advertisement and the EEG headset (used to sensor the brain activities) can be used to measure whether the participant is e.g., concentrating, interested or, in the contrary, experiencing stress.
Power of print
A recent research shows us that print publications affect our brains in different and more powerful ways. Discovered were significant distinctions in the way our brains process digital and physical advertisements, using a variety of neuromarketing methods to measure initial reactions. A week later, the participants were shown the same advertisements to evaluate the long-term impact.
Some of the interesting findings include that digital advertisements are processed faster and that print advertisements captivate longer. What is notable, is that a week later, participants show a greater emotional response and remember print advertisements better. That is because print advertisements cause more activity in brain regions related to value and desire.
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