As more brands are being studied in laboratories around the world, consumers are being hooked up to brain imaging machines, fMRI, EEG and other devices so that they are monitored while they read marketing messages and make decisions.
Neuromarketing is extremely expensive market research to do, but fortunately most brains work the same, with some exceptions for age and gender. So the results acquired for companies with big budgets are showing us how to create messages that have a powerful impact on the brains of all consumers.
So far, neuromarketing studies have shown that these three factors determine whether or not a consumer is inclined to make a buying decision:
- The degree of ATTENTION
- Whether or not there is emotional ENGAGEMENT
- How easily the message and the brand is encoded to MEMORY
Attention, emotional engagement, memory: 3 keys to priming the brains of your audience to buy or take the action you want. (Source: The Buying Brain, A.K. Pradeep, CEO of NeuroFocus)
And this makes sense, doesn’t it? … you can’t get someone to the point of wanting to buy something without first getting their attention. And if your message resonates with them on an emotional level, they’ll have trust. It’s well known that experiences that carry a strong feeling have better chances of being remembered.
In order to buy your brand, they have to remember where they saw it, and where they can go take action.
Think of a monkey waking up in a tree… he swings through the branches and he sees a bright yellow banana through the branches. Read More→
