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Was your most recent purchase borne out of a rational choice or are you convinced that influencers have no effect on consumer behaviour? If your answer is yes, the latest research on buyers’ decision-making process may suggest otherwise. Influencing buyers as social-emotional creatures is the new marketing approach. Here is what you need to know.
According to latest consumer studies, buyers overestimate how consciously they make decisions. It’s believed that a staggering 90 percent of purchasing decisions is made subliminally. To effectively reach today’s customers, all new marketing techniques are about influencing the subconsciousness.
What is neuromarketing?
Neuromarketing is a neuroscience-based marketing approach that studies the brain to observe, predict, and even manipulate consumer behaviour.
According to Nielsen, a leading data and analytics marketing company that employs neuromarketing, this technology brings medical technology together with knowledge of the human brain. It uses functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye-tracking, among other tools, to measure emotional reaction...
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