Buyology – The fundamentals of Neuromarketing
Here is the fundamental challenge: As human beings, what we think, what we feel, how we act and what we say are all very divergent sometimes. What people say in surveys and focus groups does not reliably predict their real behavior.
As marketers, we need to understand not what consumers say …. but what is really happening inside their brains that triggers the buying/non-buying behavior. Most of our customer’s buying decisions come from the sub-conscious mind but they are unable to communicate those in words . But now, with neuromarketing, we can uncover that.
Neuromarketing: Studying brain responses in real time to understand buying behavior
Scientists can now use FMRI to pin-point the areas of the brain that have the highest activity. FMRI measures the amount of oxygenated blood flowing through our brain…. With the accuracy of 1mm squared.
When a certain brain area is operating on a specific task it demands more fuel- oxygen and glucose. The harder the area is working, the greater the fuel consumption and hence greater the flow of oxygenated blood.
In an FMRI scan, that region will light up – and that allows us to know exactly what the person is thinking/feeling rather than what they say they are feeling or thinking. This is the essence of neuromarketing.
Listen to my full interview with Martin Lindstrom where we talk about:
- The science of neuromarketing
- How Dopamine affects our buying behavior
- How powerful brands are like powerful religions and how we can apply those ideas in our marketing efforts
Important Links
- Martin Lindstrom Website
- Download “Pillars of Powerful Brand” spreadsheet
- 100 Ways to Develop the #1 Ingredient of Success
- Download 40 Free Book Summaries & Action Guides
- Listen to an Audiobook of Your Choice for Free
To learn more about neuromarketing, also check out our Interview with Roger Dooley of Brainfluence