Roger Dooley Neuromarketing. How to influence the consumer's subconscious

Marketing is constantly changing, transforming, adapting to the consciousness of modern consumers. Many of its varieties have appeared: for example, viral, personal, hidden, network, trusted and even . But today we will talk about the most controversial industry - neuromarketing.

The term neuromarketing was first introduced in 2002, Eil Smids - Professor at the Erasmus University of Rotterdam. However, the prerequisites for the emergence of a new direction of marketing appeared in the 20th century, thanks to the development of technology. For example, in 1971, the American psychologist G. Krugman conducted his research using EEG. He registered electroencephalogram indicators in a person watching TV to determine how his body reacts to what he sees. The very concept of modern neuromarketing began to be developed by psychologists at Harvard University from the USA in the 1990s.

What is neuromarketing using a simple example

Neuromarketing is a set of methods for studying customers, using developments in the field of neurophysiology and cognitive psychology. Its main goal is persuade a person to buy on a subconscious level until he has developed a conscious attitude towards the product.

To put it simply, neuromarketing studies the consumer’s subconscious response to goods, services, logos, and advertising. For example, they show a test group a company logo and analyze people’s reactions using different devices to understand how they react to certain colors, fonts, and shapes. According to research results, the design of a product is changed so that the consumer likes it on a subconscious level.

Many large corporations are already using neuromarketing. For example:

Coca-Cola and McDonald's use red color in the logo: this shade attracts attention
Apple uses a cool metallic tone associated with quality electronics
Gillette uses a rhyming and memorable slogan in its media advertising

Basic methods of neuromarketing

Neuromarketing methods include diagnostic methods that allow you to see the reaction of a person’s subconscious to external stimuli. So far, 13 main methods are used, including:

Positron emission tomography, which studies concentration, memory, stress, emotional reactions and other brain conditions.
Heart rate measurement. Indirectly shows the concentration and emotional state of the subject.
Registration of galvanic skin response. Measures the nervous system's response in the form of sweat to external stimuli.
MEG - magnetoencephalography. It allows you to build a map of neuronal activity.

Marketers actively use fMRI, EEG, SPECT, TMS and other methods. Their list is constantly growing, so there is no point in publishing it in full.

Books on neuromarketing that will help you better understand the topic

“Neuromarketing: Visualizing Emotions”, Arndt Treindl. This book from one of the first marketing specialists will tell you about the research conducted, its goals, results, and achievements. The author also describes 6 different retail concepts for practitioners, citing the main theses of retail neuromarketing. For example, among other things, he advises choosing the right personnel, because a good salesperson is a generator of positive emotions.

“Buyology: A Fascinating Journey into the Brain of the Modern Consumer” by Martin Lindstrom. This entire book is the result of many years of work. In it, Martin, a branding specialist, talks about experimental studies with a total budget of more than $7,000,000. The author talks about what really attracts the buyer's attention, about the power of brands, advertising and other interesting things.

“Neuromarketing. How to influence the consumer's subconscious”, Roger Dooley. This book is more suitable for beginners as a visual aid for adapting neuroscience to marketing purposes. In addition, it has an excellent guide to action: simple tips, strategies for working with customers in person and online, tips on using different marketing tools.

Another good tip:

How Neuromarketing Works

Picture. Some use bright, eye-catching colors: red, green, yellow. For example, they are used in the design and advertising of M&M's candies. And in the packaging design of Lays chips, they use glossy bright colors, which also attract attention.

Sexual influence. A hint of sex, eroticism and vulgarity is one of the most hackneyed techniques in marketing (actively used in). A person involuntarily pays attention to everything that in one way or another has a sexual connotation. For example, some people write “I’ll give you free” in large font in ads, and then supplement it with information about the product/service. This phrase is ambiguous, so it attracts attention. Some do not even use direct references, but associations.

Sounds. Background music in stores is a good motivator for purchases: for example, in hypermarkets they often play a rhythmic but calm melody. Audio tracks are also used in advertising: some use loud, unusual or too quiet sounds to attract attention.

Taste sensations. This is more a question of product quality, but taste is also used in neuromarketing in one way or another. For example, some manufacturers give products a taste that consumers have known since childhood, or use flavors that are so strong that consumers want to try them again. Some people use research to make the product taste better.

By touch. Tactile perception also plays a role. Agree, consumers find it more pleasant to touch soft, silky fabric packaging rather than a rough cardboard shell. Or it’s more pleasant to wear a silk sweater than to wear a “scratchy” sweater. And the feeling of touching metal is better than touching plastic. Few people use touch in neuromarketing because the ability to change the product is limited.

Smell. Smell also plays a role, but more often at the stages of direct physical sales. Because it is impossible to convey it through a drawing, a screen, or a monitor: you can only use a strong associative series. An example of the use of smell as a neuromarketing channel of perception is the strong smell of baked goods in a bun stall, or other appetite-stimulating smells in stores.

The smell of fresh bread or a cup of coffee...

Prospects for neuromarketing

There is a lot of research being done in the field of neuromarketing. There are even special neuromarketing laboratories - for example, the Nielsen is a global measurement company that provides a variety of data and marketing information.

Over 15 years, many studies have been conducted, for example:

Frito Lay has determined that glossy tones are more eye-catching than matte tones.
Campbell's surveyed more than 1,500 people and selected the optimal soup design.
Innerscope Research has identified successful films showing subjects trailers for 40 films.

On the one hand, many studies indicate the promise of neuromarketing. On the other hand, it is somewhat unethical to use. With the help of neuromarketing, large corporations can obtain information from consumers that they cannot hide. In addition, little is known about the workings of the subconscious mind, so this area of marketing is not well understood. Moreover, neuromarketing research is not a cheap pleasure, and only large companies with millions in revenue can conduct it.

In general, the attitude towards neuromarketing is ambiguous. Some are afraid of it, some consider it an effective tool for managing consumer reactions. Tell us in the comments what you think about neuromarketing!

How to adapt neuroscience and behavioral research to marketing goals and understand patterns of consumer decision making. Neuromarketing studies the brain's reactions to various marketing stimuli, both informational and sensory, in order to understand what customers react to and why they make certain decisions. The book contains concise and simple conclusions, offering basic strategies for working with customers in personal and online sales, using print advertising and other marketing tools.

According to George Lowenstein, a professor of economics and psychology at Carnegie Mellon University, selling products in such a way, where the consumer sees an increase in price at each stage of consumption, causes great pain. This is, of course, not physical pain, but rather the activation of areas of the brain responsible for physical pain. In an interview with SmartMoney magazine, Lowenstein noted:

[Consumers] do not compare current pleasure with future pleasure. They feel an immediate twinge of pain [when they think about how much they have to pay for something]. There are many implications hidden in this view. For example, it helps explain why credit cards encourage people to spend; they serve as an anesthetic. Paying with a credit card gives you the feeling that you're not actually spending money when you buy something. (Professor's Opinion: Pain, not logic, drives spending).

This also explains why AOL switched from hourly to monthly Internet charges. When they did this, subscribers flocked to them. They were simply caught off guard by this huge demand from customers. Why do people like to pay upfront or pay a fixed amount for goods or services? This muffles the attack of pain. The worst alternative is when, ordering sushi at a restaurant, you pay for each piece separately. Or by looking at the taxi meter, you know how much each inch of the trip costs you.

Marketers realized this years ago and responded with offers designed to minimize the pain associated with purchasing their product. Some current offers that are heavily advertised include all-inclusive restaurant menus (TGI Fridays and others) and monthly subscription fees to rent any number of movies (Netflix, Blockbuster). In each case, the marketer offers a single, relatively attractive price that removes additional pain from the purchasing process.

Interestingly, it also happens that in many cases the single price is actually higher than the amount that the consumer would spend on individual products, rental of individual films, etc. However, the all-inclusive approach is likely to appeal to many customers, whom Lowenstein identifies as the most pain-sensitive purchasers.

The message for marketers is clear: As much as possible, try to avoid multiple individual pain points in the buying process. Obviously, in some situations, purchasing individual items is unavoidable—it's hard to imagine a grocery store that offers one-price shopping rather than assigning a price to each item. Other commercial situations, however, may allow a certain amount of experimentation with a single price for several items that are usually purchased separately, monthly or annual fees instead of separate purchases, etc.

This approach can not only increase sales, but in some cases also increase profit margins.

Need to just change the perception of price, andAmerican specialist offers fiveways to achieve this.

Reduce the pain of shopping

Make the price favorable. The marketer shows the client that no one is the buyeris going to cheat, so, for example, an annual subscription costs $120offered as “only $10 per month” or “only 33 cents per day.”

Avoid repetition of pain points. It is better to offer the entire priceprinciple of "all inclusive" than to give the client several option prices, because the buyerexperiences pain every time it comes into contact with a price.

Create one product offer. For example, when selling carsaccessories, it is better to combine them into one “luxury set”, then the buyer does not needwill make several painful decisions regarding the acquisition of eachseparate accessory.

Other Tightwad Methods

Show the most important needs. Focus on utilitarian(practical) product characteristics that appeal to reason rather thanconsumer feelings.
Watch your speech. When one company sends out a free DVDoffered its clients to pay $5 for delivery, then changing the wording fromjust “price 5$” to “only 5$” increased the response from cheapskates by as much as 20%!

Brainfluence (100 Ways to persuade and convince consumers with neuromarketing)

Dedicated to Carol, for putting up with me, and to my mother, who inspired my interest in words and speech.

Introduction. Why do you need a brain grabber?

Agenda item No. 1. Best results with minimal costs

In challenging economic times, salespeople are challenged to do more with less. It used to be that the amount of resources spent on marketing increased sales. If every fourth call to potential buyers leads to a purchase, then in order to double sales, you need to make twice as many calls. If ten clicks on an advertising banner result in one order, then you should achieve twice as many clicks. Do you want your brand to be better recognized? Book more ads, sponsor more events, or put your logo in more places.

But the “more resources – better results” scheme has a significant drawback. The problem is that this system is becoming too expensive. The worst part is that if the cost of achieving a deal outweighs the profit, then the scheme does not work. In this case, attracting large resources only results in large losses.

Answering the challenge: appealing to the buyer's brain

This book is about smart marketing. Of course, there are many ways to increase marketing effectiveness and improve sales performance, but here we will touch on one very important topic: To achieve better results at lower costs, you need to understand how the buyer's brain works.

The idea of using human thinking principles in marketing is hardly new. Without a doubt, the sellers in the medieval bazaars knew much about human nature that we know about it now. Terms like “psychology of advertising” and “psychology of sales” have appeared in the press and on the pages of books for decades.

So what has changed since then? One of the most important changes was the development of modern neuroscience. For all its advances, traditional psychology viewed the brain as a black box. Give a person a stimulus and a reaction will follow. Even more complex models of human thought (such as Freud's) were based on observation, experiment and deduction, but not on detailed studies of the workings of the brain.

Modern neuroscience has allowed us to look at what happens in the brain, thus opening up the black box of psychology. Now, thanks to brain imaging and functional magnetic resonance imaging (fMRI), we can see, for example, that our brain reacts to a product that is too expensive, like an injection: it feels pain. Electroencephalography (EEG) has reduced the cost of measuring some types of brain activity by providing researchers with large samples of participants in experiments. As a result, we obtain statistically reliable data for optimizing advertising and product properties.

How rational are our actions?

We all believe that there are good reasons for our actions, that our actions are determined by conscious choice, which, in turn, is the result of thinking. Of course, there are rational elements in many actions, but researchers constantly point out that our choices are often made subconsciously, that is, consciousness often does not play a big role.

Already in the early stages of the development of psychology, scientists said that rational thinking is not responsible for many of our actions. Sigmund Freud, for example, developed a theory in which he gave an important place to desire suppression and dreams. Many modern scientists argue that our behavior is similar to that which existed in the early stages of evolution. Even when we press the buttons of our iPhones, then, according to evolutionary psychologists, our brain works the same way as during the primitive communal system.

Not all new ideas come from studying the interactions of neurons. In different countries of the world, behaviorists conducted simple experiments with people that showed how our brain works. In some cases, it turned out that it works completely differently than we expected. Duke University professor Dan Ariely is one of the researchers mentioned. If you still doubt that our decisions are influenced by the unconscious factor, read his fascinating book Predictably Irrational.

What is neuromarketing?

I have been writing a blog called Neuromarketing since 2005. During this time, I reviewed many advances in brain science that salespeople could use to improve their performance. There is no general consensus on what neuromarketing is (and is not). Some use the term to refer only to marketing analysis of brain scans, while others include data obtained through related technologies such as biometrics (such as heart rate and breathing rate) and eye tracking (eye tracking).

I prefer a broader definition of neuromarketing, which includes behavioral research and strategies based on it. From my point of view, all these things are interconnected. The fMRI machine shows that your brain is activated by a piece of advertising, but it seems that this is due to some deep-seated preference or “program.” Brain scans can show where the hot spot is, but cannot change its position or push the button that activates it.

Regardless of the technology used, neuromarketing is about understanding how our brains work and using knowledge about how it works to increase sales and improve the quality of products.

Good or evil?

Neuromarketing scares some people. They believe that we are talking about manipulation of consciousness and unethical methods. I disagree with this statement.

When neuromarketing techniques are used correctly, the result is better advertising, better products, and happier customers. Who would refuse better products or less annoying advertising? Would it benefit consumers if companies pestered them with ineffective but expensive advertising campaigns?

Any marketing technique can turn bad if a company abuses it. Advertising can be funny and informative, but sometimes it contains false information about the product. A product warranty is a big plus for consumers, but not if the company does not comply with the terms of warranty service. Neuromarketing is just another set of techniques that salespeople can use to understand their customers and better serve them.

Most companies want their brands to last and will not abuse the trust of their customers through deception or manipulation - either through neuromarketing or otherwise.

How Not is this book

This is not a scientific publication or a textbook on neuroscience. I did not try to provide a scientific basis for branding and the art of advertising (there is an excellent book that already does all this: “Brended Mind” by Eric du Plessis). You won't find diagrams related to brain function here, as I have kept references to specific brain structures to a minimum.

If you do stumble across concepts like “pituitary gland” or “cerebral cortex,” don’t worry: you don’t have to take an exam and show those places on the diagram!

Book by R. Dooley “Neuromarketing. How to influence the consumer’s subconscious” is quite interesting, but throughout the text I was waiting for the author to write “British scientists have proven...”.

For myself, I highlighted the most interesting moments from the book, below are quotes:

1. The next time you create a set of “good, best and best” products, think about bringing to market a “not the best” set that is similar in some respects to the one you are hoping for. If sales of the latter increase, then your bait is working.

2. If you want customers to feel the same way about your company as patients defend doctors even after they make a mistake, then you must spend time developing relationships with customers before how these connections will be tested for strength.

3. Seven words that inspire trust: “You can trust us to get the job done for you.”

5. Even if people consider praise insincere, they still have a positive impression of the flatterer for a long time.

6. If you want to wake up your readers or listeners, replace words that the brain is already accustomed to with something unexpected and fresh. For example, “an apple saves a ruble from an apple tree.”

7. Providing a savings message to consumers will encourage them to spend more than if they were given a luxury message.

8. Use real numbers to make an impression.

Fine:“90% of our customers rate our service as excellent.”

But better:“Nine out of ten of our customers rate our service as excellent.”

9. Submit negative information as a percentage.

10. If an ad for next day delivery of a free DVD is accompanied not by the message “shipping fee - $5”, but by the message “modest delivery fee - $5”, then tight ends will respond to the offer 20% more often... Just a reminder of that That $5 is a modest amount of money has had a significant impact on stingy shoppers.

11. Our brains respond well to the size of a reward and are much less sensitive to the likelihood of actually receiving it.

12. Improved personalization: Potential buyers can be sent an option with reviews given by people with similar last names or first names (or initials that match the initials of the recipients).

13. “You mean you can’t invest five thousand dollars?” If the question is asked with some disdain, it will clearly be aimed at questioning the authority, financial solvency and, ultimately, the masculinity of the client.

The desired answer would be a manifestation of peacock pride and would sound something like this: “Oh, well, I can, of course! I constantly invest larger amounts!”

14. The speed and quality of error correction shows the essence of the company.

15. Campaigns with purely emotional content were almost twice as successful as campaigns with rational content (31% vs. 16%).

You can buy or download “Neuromarketing” from Dooley on fb2 using the link below.

15 quotes from R. Dooley’s book “Neuromarketing. How to influence the consumer's subconscious"

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