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What is Neuroscience?
Neuroscience is not a new field but now it is consider as an emerging field in this era. It is
basically the study of human nervous system. In simple it studies the brain to check how a
human think, feel, perceive things and what are the activities involves behind human actions.
Neuroscience has divided into many branches. If we take a look on its branches then we can
understand the importance of neuroscience and its studies in this modern era. People are the
same as they were in the past but they change their thinking and perceiving level about things.
E.g. if a business want to check that how customer perceive its product, better way to get the
answer of this is to use neuroscience techniques like EEG or MRI, instead of asking them “ Do
you like our product?” may be you not got satisfied answer. Sometimes people do not show
serious behavior. But Neuroscience and psychology combination, a new way to check your
marketing effort can help you to get better answer about your question.
Everyone has its own level and way of thinking. Neuroscience and psychology are helping in
better understanding how people think in different situations and what are the human parts
are involve in it.
Neuroscience is not just focus on studying human nervous system. It broadened its area of
study. It is the combination of many fields like Mathematics, physiology, biology, chemistry,
psychology and computer science.
What is Psychology?
We can say that Psychology is similar as neuroscience both have link with mind but for
difference we can say that psychology focuses on human behaviors. Psychology identifies how
human behave in different situation like when it interact with group of people. Neuroscience
and psychology by combining as neuropsychology is now an important branch of Neuroscience.
Neuromarketing:
Neuromarkeing studies the customer brain responses (Thinking, feeling and Judging) to
check the effectiveness of marketing campaigns, advertisement and product. It
commonly uses neuroscience techniques such as fMRI and EEG to measure the
response.
1- Eye-Tracking:
As name show that it track the eyes. Where customer eyes move it track them and in
results it shows where customer was more focused. Like customer consistently see face
o person in advertisement or product color etc.
It is a small device customer can easily wear it.
2- Functional MRIs:
It has dual benefits. It is not only eye racking but also measure brain activity which
provides information about how customer thinks and feels about the product. It is most
costly techniques of neuromarketing but provide more detail information about
customer.
3- Facial Coding:
Eye tracking focuses on eyes movement and fMRI focuses on brain activity. Similarly,
facial coding focuses on face. When face s any movement, sensors captured it and
translate its meaning.
4- Sensory Marketing:
Through sensory marketing, marketing draw results about brand preference. It may be
sound or smell which effects the customer decision.
5- Neromarketing Mind-Tricks:
Like price written as $14 has negative impact on customer as customer feel lose. Write
your price on product as 14.00 or 13.99. These type of mind tricks are used by
marketers to increase by selling.
6- EEG:
It uses electrodes which measure the electrical waves produced by brain which indicate
customer is in anger or pleasant mode.
Experiments of neuromarketing:
Conclusion: Breeze suggested that “Use attractive face in ads to gain customer
attention but must keep in mind face look at what you want your viewer see.”
Conclusion- Build our brand image focuses on your marketing efforts and
advertisements.
Conclusion- Frito-Lay converted all its shiny packaging into matte. Result was in
increasing sales of potato chips.
Procedure- Hyundai used 15 men and 14 women in its experiment. They were
asked to stare different parts of the vehicle for an hour like bumper body and tiers.
All participants were evaluated through EEC technology. Test included 2 brain
activities (Feelings and thinking). Feeling associated with the middle of the brain and
thought associated with logical portion of the mind.
These brain activities showed the preference o participants about car.
Finding- Participants more focused on the exterior of the Hyundai and wanted to
change it. People attracted by good design. (Prezi, 2015)
Procedure- Campbell thought people had emotional feelings about their products
and what kind of improvement they want. It used biometrics to evaluate customers.
Campbell used set of design changes and monitored how customer response them
(like or dislike).
Findings - Campbell found there should be different color for different lines, used
human face and minimize the logo size. (Dooley, 2005)
Procedure – 31 participants were the part of that experiment. One was excluded
due to excess of emotions. 3 campaigns (A, B and C) were designed with time limit of
90s.
During fMRI measure brains of participants showed more activities for campaign C.
Medial prefrontal cortex Showed activities for Campaign C.
Findings- C campaigns had more efficiency because it is relevant to its purpose and
had accurate information. (Emily B. Falk, Elliot T. Berkman, and Matthew D.
Lieberman, 2012)
Procedure- a restaurant was selected for experiment. Customer viewed menu and
evaluated through EEG technology.
Findings- Whether menu is double or triple folded customer looked at the middle
of the menu. Mostly, customer orders what is the front of eye. (Choi, J.G., Woo, B.
W., Mok, J.W., 2010)
Conclusion- Place main or basics items at the middle of the menu then left and
then right.
Conclusion – set your price according to your product nature and what customer
thinks about your product.
10- Influence of light and color on consumer behavior
Method Used- Survey questionnaire, EEG Technology
Through questionnaire, 64% people consider the yellow color most attractive, red
18%, then green, pink and blue. Through EEG, purple, blue and yellow were the
most rationally justified color.
Conclusion – Lights and color had significant impacts on customer preference.
Appropriate color captures the customer attention. Lights had impact on customer
brain as most emotional reaction was recording or florescent because it is used in
every retail shop.
References:
1- Dooley, R. (2005). Child labor: put the baby at work! Retrieved september 23,
2018, from neuromarketing by roger Dooley (et al):
https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm
4- Prezi. (2015, July 12). Hyundai did a neuromarketing study that had 15 men and
women. Retrieved september 23, 2018, from prezi.com: https://prezi.com/-
gustg3pchgt/hyundai-did-a-neuromarketing-study-that-had-15-men-and-
women/
5- Dooley, R. (2005). Your brain on soap. Retrieved september 23, 2018, from
Neuromarketing by Roger Dooley (et al):
https://www.neurosciencemarketing.com/blog/articles/your-brain-on-soup.htm
6- Emily B. Falk, Elliot T. Berkman, and Matthew D. Lieberman. (2012). From neural
responses to population behavior: neural focus group predicts population-level
media effects. PMC, 23(5), (s).
7- (Choi, J.G., Woo B.W., Mok, J.W., 2010. An experiment of Psychological gaze
motion: A reexamination of item selection behavior of restaurant customers,
journal of global business and technology (06/10), Vol. 6, NO. 1, P.68
9- Dooley, R. (2005). How to set the right price every time. Retrieved September 23,
2018, from Neuromarketing by Roger Dooley:
https://www.neurosciencemarketing.com/blog/articles/round-pricing.htm
10- Horská, E., & Berčík, J. (2014). The influence of light on consumer behavior at the
food market. Journal of Food Products Marketing, 20(4), 429-440.
Implications from Neuromarketing experiments for new restaurant:
1- Dooley (2005) wrote in his paper about Breeze (2015) research. Breeze (2015) explained
by using attractive faces in ads we can gain customer attention. So, for new restaurant if
we use people in ad then make sure they are attractive and hire attractive staff. And
most important thing, people you hire for advertisement should focus on what you want
your viewer to see. Because where they will look people will look at there.
2- McClure et al., (2004) conducted research on Pepsi and coke, which was published by
Phanesh-avr4033 (2012), showed the reason of preference of people about Pepsi and
coke through neuromarketing. I suggest restaurant should focus on its image to make it
acceptable in public. For this purpose restaurant must take its marketing efforts
seriously and create effective advertisements. Other most important things give priority
to culture then people will give you. According to McClure. (2004), people have feelings
and emotions about what they consume. Moreover, consider the culture of the region
important. Deal with people according to their culture.
3- Burkitt (2018) wrote about the Frito-Lay why it changed its shiny packaging. Because
people perceived shiny color negatively. So I suggest that restaurant should use matte
colors for its exterior and interior design.
4- Prezi (2015) explained about the Hyundai experiment, why the change the exterior of
car. Make 2 or 3 design of your restaurant exterior. And approve them from your
customers. Allow them to evaluate it and ask them their suggestions will be
appreciated.
6- Ad will be effective it must be relevant to subject and have proper information. (Emily B.
Falk, Elliot T. Berkman, and Matthew D. Lieberman, 2012).
Focus on your ad efficiency clear all the contents that you want your future customer
will read and then air it.
7- Make your menu attractive. Your menu is your profit. (Choi, J.G., Woo, B. W., Mok, J.W.,
2010)
Place your strategic dishes at the middle of the menu. Then come left and right side.
Research found that people mostly order those things that are in front of their eyes.
Make segments of your menu which help your customer to make decision quickly.
8- Staff (2008) wrote about the PayPal research. PayPal found that speed is more than
safety and security. So I suggest that restaurant should provide convenience in the form
of service and location. If you are giving delivery option then make sure you deliver on
time.
9- Dooley (2005) explained different researches about how to set the right price. Most
recent research he xplained about the rounded price and non-rounded price.
According to Lynn, M., & Helion, C. (2013), studies gave poor results either people
prefer rounded price or non-rounded price. Lynn, M., & Helion, C. (2013), said pay-what-
you-want is a situation that can help you to understand what customer want to pay.
They Explained 2 cases in which customer paid amount in rounded price. So, I suggest
set rounded price to make feel free and less stress to your customer.
10- According to Horská, E., & Berčík, J. (2014), Light and colors have strong impact on
customer and it is an important tool in marketing that effects consumer behavior.
I suggest use high intensity light help customer to decide fast. And 2nd use Red or yellow
color, these color increase appetite for exterior.