Author: Yehwon Choi
Many companies utilize strategic advertising techniques to appeal to their audience and effectively promote their products’ attributes. Among the various marketing strategies the companies employ, neuromarketing has recently gained recognition for its efficiency.
Within the captivating field of neuromarketing, sensory neuromarketing stands out as a prominent method that targets the consumer’s five senses: tactile, ocular, gustatory, olfactory, and auditory. This strategy aims to elicit physiological reactions to different sensory stimuli by acknowledging the consumers’ subconscious reactions. For instance, even though modern leather products are so processed these days that they do not contain any specific odor, some producers purposely assemble fragrances that smell like leather. This intentional manipulation is shaped to resonate with consumers because the rich scent of leather is positively associated with luxury, thereby increasing the likelihood of product purchase. Similarly, in casinos, a subtle acerbic scent is diffused in the air, as it is known to enhance people’s sense of adventure and willingness to take greater risks in their gambling activities.
The effectiveness of addressing consumers’ inherent senses is evidently shown through the utilization of particular technology. Unlike traditional marketing strategies such as surveying people for their preferences, sensory neuromarketing involves a series of captivating technology that measures the consumers’ brain activity and reflects on their preferences and emotions. It provides a more accurate representation as it eliminates any confounding variables that can be found in traditional methods like surveys, where the subjects are prone to be biased or untrustful in producing their responses.
One of the technologies utilized in the sensory neuromarketing process is the EEG brain scan, which measures the electric potential of the scalp to gauge cognitive responses in the brain. For example, engaging sensory ads activate a significant portion of the cerebral cortex responsible for attention, memory, thought, and awareness. Another widely used tool is the fMRI scan, which measures the influx of oxygen-rich blood to active brain regions. Neuroscientific methods such as functional magnetic resonance imaging (fMRI) could be used to measure and analyze the consumers’ thought processes such as emotions and needs (Mansor & Mohd Isa, 2020). This helps access consumer responses by tracking the increase in blood flow to regions of the brain associated with certain stimuli. These examples demonstrate how analyzing brain activity in specific regions can reveal the consumers’ inclinations toward various aspects of the advertisement process. Through these technologies, it has been shown that ads that incorporate a vivid sensory experience promise a greater attraction to consumers, as reflected by the activation of the cerebral cortex or the amygdala, areas responsible for attention and thought.
Despite being a relatively new field in business, sensory neuromarketing shows continuous evolution and advancement through the strategic use of advanced technologies like EEG brain scans and fMRI, as it holds immense potential as a highly impactful tool to comprehend consumer behavior. Overall, the growth of the evolving and advancing landscape of neuromarketing presents a promising frontier for companies seeking to understand consumers on a profound level while building meaningful brand-consumer relationships.
Reference:
[List of all external resources utilized, APA-cited and enumerate alphabetically]
Calvert, G. (2011). BRAIN SELLS. RSA Journal, 157(5548), 30–33. http://www.jstor.org/stable/41380134
https://ift.onlinelibrary.wiley.com/doi/full/10.1111/1750-3841.16526
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