Neuromarketing and branding, the perfect couple in the ballroom of our brain

[RafiRiFat336205]

Al Ries and Jack Trout say in their book "The 22 Immutable Laws of Marketing" that the fourth law is the law of perception: "Marketing is not a battle of products but of perceptions." And I couldn't agree more. If it weren't so, who would buy a liquid that serves to unclog and drink it with plenty of ice and lemon? That's Coca Cola. However, the perception we have makes it indispensable in our lives.

Neuromarketing is based on studying perception as a whole, and it has penetrated into corners of our mind that we ourselves do not even know about, and this is where its success lies. It is discovering our subconscious in a way that attempts to rationalize our emotions and what we feel when faced with stimuli... or products. They try to decode our brain, studying the parts of it where emotions are generated (the amygdala), which are the catalysts of our social behaviors, including purchasing behavior. And I said decode because we have a code. We cannot ignore that human beings have undergone an anthropological evolution from our ape-like ancestors and by which we are still conditioned today. For example, the type of vision of a man and a woman are different. The man's vision is tunnel vision, he focuses on a few accessory things, rather he fixes his eye on something but has difficulty seeing what is around him. On the other hand, the woman has a panoramic vision.

According to anthropological theories of hunters and gatherers, this comes from the need to sharpen man's vision in the caveman era, when he had to concentrate on the prey he was going to hunt. Women, on all mobile company name list in world with country the other hand, had to have a very broad vision to collect as many fruits as possible. Regarding colors, Hulbert and Yazhu carried out a very interesting work in 2007 at the University of Newcastle: is color preference something universal or, on the contrary, does it have a cultural and gender component? For this, they used men and women from diametrically opposed cultures. The result was that men's favorite colors changed according to culture while women's favorite colors, regardless of the country and culture, were in pink and red tones. It seems that the vestiges of the gatherers of millions of years ago are still latent in our days.

There are studies that claim that 85% of the purchasing process is irrational. Or in other words: emotional. We cannot explain why we have done many things in our lives, including why we have bought something. Of course, if we are asked, we will say that we have bought it for one reason or another, but deep down we are not so sure. We cannot give explanations for our feelings that come from emotions. We cannot, we simply do not have words because we cannot rationalize it. Our brain does not allow it. So, why make the effort to say that our product is the best if the buyer's perception depends largely on what he feels inside and not on logical-rational reasoning? When we understand that human beings are emotional, sentimental, conditioned by their evolution, and impossible to understand from the perspective of logic, we can begin to glimpse the importance of neuromarketing.