What is Neuromarketing?
Neuromarketing focuses on applying neuroscience tools to assess and influence consumer behavior through marketing stimuli and analyzing physiological and neural responses. Marketers are now able to enhance imagery and placement of their products to maximize emotional reactions by measuring activity in areas like the brain’s reward center. EEG, fMRI, eye-tracking, and facial coding techniques expose automatic responses to advertising that pre- and post-testing do not capture. Advertisers, psychologists, and neuroscientists work together to ensure maximum neural resonance through ad creatives, package designs, and retail spaces. Neuromarketing has informed strategic marketing by combining cognitive science with neuromarketing, proving itself as a vital cornerstone of persuasive campaign development.
Some examples of neuromarketing are gauging emotional peaks with EEG headsets during a TV commercial, improving website layout through eye movement tracking, and using facial expression biometrics during product testing.
Related terms: brain imaging, implicit bias, EEG marketing, consumer neuroscience.