Neuromarketing and the power of emotions

We collect the conclusions of several experts in neuromarketing who offered their views on this discipline in the Weekly Report.

Do you consider yourself a reflective or compulsive consumer? This is one of the questions they asked in the Weekly Report report issued last Saturday, a piece that revolved around neuromarketing, which studies how consumers feel when faced with any stimulus to design increasingly emotional campaign strategies.

The program «Neuromarketing. The great seduction ”had the vision of numerous experts, some of them belonging to the team of the laboratory of the Polytechnic University of Valencia in which the MaCom company measures emotions thanks to technology. «We can measure emotions for the first time in history, put a name first and an intensity second. We can know what emotion the consumer feels and at what level, “said Pablo Ferreiros, teacher and researcher at MaCom, to Informe Semanal. «We think that emotions are the engine of the world. All companies, all brands, are looking for experiences, nobody wants to sell products anymore, nobody wants to sell services, everyone wants to associate with an emotion«He added.

As explained by David Juárez, also a teacher and researcher at MaCom, “Marketing does not create needs, needs are latent”. “We need to be accepted by the group and we will do our best. But our brain is very curious, it does not want to consume energy, it is not patient for that, it wants to reach conclusions quickly. Instead of making a demonstration about our virtues, we buy the telephone and that others understand that aligned with the telephone, are our virtues “, says the expert.

«Nowadays if you try to sell a product saying all its benefits or the quality it has, it is fine if you are alone, but if others also have it, as long as you don’t tell a cool story, something nice, something they want to understand the people … because people are eager to have experiences and they will buy that«, Says Juan Graña, CEO of Neurologyca Science and Marketing, a company that also studies consumer reactions. «The human being is more emotional than rational, not the consumer, in general we are like that. Neuroscience has shown that over 85% of decision making is totally unconscious and emotionally based. Only reason applies very little to all of this, ”explains Graña. What does this all mean? That really “we are missing a good part of the understanding or knowledge that underlies decision-making.”

Although neuromarketing can improve advertising campaigns, according to the neuropsychologist from the University of Valladolid Marián Núñez it is not infallible. «To say that neuromarketing, because they put the smell of vanilla, is going to get me to consume sweets that I don’t like, would not make sense. It would be to assume that our part of rationality is merely ornamental, ”says Núñez. Our entire system is prepared for survival. Somehow we have to learn and our nervous system functioning has to tell us how to survive. As it does? Making us happy. What makes us happy is what we have to repeat and what makes us unhappy is what we do not have to repeat ».

The neuropsychologist provided an example in the program with which surely more than one person can feel identified. «We go to the sales and we bought a dress that we don’t need, and when you get home we start to think about why I bought it. There is a cognitive dissonance there: if I don’t need it, why have I bought it? What do we do? Commit biases: well, I’ll use it, it was very cheap, “he explains.

The Association for Psychological and Social Studies, which was also interviewed by RTVE, advocates rational and ecological consumption. “We have moved to irrational advertising, emotional advertising,” says Javier Garcés Prieto, president of the association. This advertising that “is no longer informative”, to the consumer “does not say anything” and can lead him to make “bad purchases” because “is trying to manipulate you emotionally«, Details the Garcés,

“If they force or lead to exaggerated consumerism, or for example they do a study where they deceive the person with the product or with malicious comparisons against the competition, there we would be talking about unethical behavior, not just neuromarketing, but marketing ethics ”, comments Idoia Portilla, president of the I + A Ethics Committee and professor at the University of Navarra, in this episode of the Weekly Report.

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