Neuromarketing is an emerging discipline that is based on the application of knowledge and analysis techniques typical of neuroscience to the marketing context.
The goal of neuromarketing is, in fact, to investigate the behaviour of users/customers especially with regard to the most unconscious aspects, in order to bring out the irrational processes that drive their purchase choices or determine their emotional involvement with a brand.
Neuromarketing is an emerging discipline that derives from the application of neuroscientific knowledge and practices to marketing, with the aim of analysing the irrational processes occurring in the consumer’s mind that unconsciously influence purchase decisions or greater or lesser emotional involvement with a brand.
The term “Neuromarketing” was coined in 2002 by Ale Smitds, and although the origin of the discipline should be considered relatively recent, its importance and scope was soon realised.
According to Gerald Zaltman, about 95% of consumer purchasing decisions are in fact influenced by processes of an irrational nature involving our unconscious.
Here then, for a company to have tools and knowledge to investigate them becomes crucial in order to shed light on the stimuli, the emotions that drive the customer or potential customer to buy.
The contribution of neuromarketing becomes important not only in the phase of analysis and in-depth knowledge of one’s audience, but not only: interesting is undoubtedly the contribution in the creative phase, in the conception and creation of the message of one’s campaigns.
