Neuromarketing, which combines the disciplines of neuroscience and marketing, is an interdisciplinary identity that uncovers how formation of the notion of trademark and product is formed in a sensory manner and which acts as a guide in the depths of the subconscious.
Neuroscience is an interdisciplinary science that has been developed for the purpose of ensuring that methods that can shed light on the solutions for various fundamental necessities can be discovered by bringing together multiple fields such as medicine, chemistry, biology, psychology and marketing of which the main purpose is to research and analyse the nervous system. The understanding of genetic disorders or molecular causes of neurology and psychiatry patients, and developing effective treatments are usually within the scope of subjects and use of neuroscience. However, today these issues have moved to a different level outside of the area of health, have attracted the attention of businesses and marketers with regards to the reviewability of senses and perception management and have thus become an important area for them, too.
At this point, in order to more clearly understand consumer behaviour, manage the processes of consumer choice, decision-making and purchasing as well as to determine product and trademark perception and the associated approach, the marketing discipline and neuroscience have cooperated to put forward the concept of neuromarketing. Subjects such as noticeability and memorability of an advertisement, quality of the design of a product, the effect of packaging visuals, the usability of media tools, the relationship between price and perception management, the effectiveness of positioning and product placement are all within the area of research for neuromarketing. Within this area, formation of perceptions is of particular importance. Perception is noticing colours, visuals, sound, smell, taste and movement when observing our surroundings and people. In other words, it is the process of interpreting the sensations our five senses receive from the real and abstract objects in the outside world and interpreting them into something meaningful. How an individual views and perceives something, which visuals they will perceive and which one they will not. What sort of meaning and value they will attach to the visuals that they perceive in a sensory manner largely depends on the individual’s accumulation of knowledge and life experience. For example, experiences such as the smell of coffee, car noises, the brightness of sun rays and the softness of a cat’s fur, lead to different chemical changes in the human body and cause different sensations. In this respect, neuromarketing focuses on these chemical phenomenon and conducts various research with the help of different devices such as; (Magnetic Resonance Imaging (MRI) machine, Functional Magnetic Resonance Imaging (fMRI) machine, Diffusion Tensor Imaging (DTI) machine, Positron Emission Tomography (PET) machine, Near-Infrared Spectrometer (NIRS), Solid State Typography (SST) machine, Computerized Tomography (CT), Magnetoencephalography (MEG) machine, Electronencephalography (EEG) machine, Transcranial Magnetic Stimulation (TMS) machine, Voice Print Analysis (VPA) machines, galvanometer and eye tracking devices). Therefore becoming an instructive guide for the production of products in the right places, at the right time and at the right price and quantities. Understanding these effects that are created by senses is highly important for businesses. Factors such as the determination of the visuals to be used in stores, the colours to be used, and music to be played and how the shelving layout shall be structured can be determined with these studies. In the same way, with regards to packaging design, it can provide guidance as to whether a matt or glossy look should be used, what the texture should be and the choice of elements such as the size or labelling.
Author: Asst. Prof. Pınar BACAKSIZ