Do you consider yourself a thoughtful or compulsive consumer? This is one of the questions asked in the Weekly Report report issued last Saturday , a piece that revolved around neuromarketing , which studies what the consumer feels in the face of any stimulus to design increasingly emotional campaign strategies. The program «Neuromarketing. The great seduction» had the vision of numerous experts, some of them belonging to the laboratory team of the Polytechnic University of Valencia in which the MaCom company measures emotions thanks to technology. « We can measure emotions for the first time in history , put a name first and an intensity second. We can know what emotion the consumer feels and at what level”, Pablo Ferreiros, professor and researcher at MaCom, told Informe Semanal. “We think that emotions are the engine of the world.
All companies, all brands, are looking for experiences, no one wants to sell products anymore, no one wants to sell services, everyone wants to be associated with an emotion ”, he added. As David Juárez, also a professor and researcher at MaCom, explains, “marketing does not create needs, needs are latent” . “We need to be accepted by the group and free active email list will do our best. But our brain is very curious, it does not want to consume energy, it is not patient for that, it wants to reach conclusions quickly. Instead of making a statement about our virtues, we buy the phone and let others understand that our virtues are with the phone, ”says the expert.
Today If You Try to Sell a Product
Saying all its benefits or the quality it has, it is fine if you are alone, but if others also have it, as long as you do not tell a cool story, something nice, something they want to understand people… because people are eager to have experiences and they are going to buy that«, says Juan Graña, CEO of Neurologyca Science and Marketing, a company that also studies consumer reactions. «The human being is more emotional than rational, not the consumer, in general we are like that. Neuroscience has shown that over 85% of decision making is completely unconscious and emotionally based. Only reason applies very little in all that, “explains Graña. What does this all mean? That really “we are missing a good part of the understanding or knowledge that underlies decision making.”
Although neuromarketing can improve advertising campaigns, according to the neuropsychologist at the University of Valladolid, Marián Núñez, it is not infallible. «Saying that neuromarketing, because they smell vanilla, is going to get me to consume sweets that I don’t like, it wouldn’t make sense. It would be to assume that our part of rationality is merely ornamental”, says Núñez. “Our entire system is for survival. Somehow we have to learn and our functioning nervous system has to tell us how to survive . As it does? Making us happy. What makes us happy is what we have to repeat and what makes us unhappy is what we do not have to repeat. The neuropsychologist provided an example in the program with which more than one person can surely identify.
“We Go to the Sales and We Buy
A dress that we don’t need , and when you get home we start thinking about why I bought it. There is a cognitive dissonance there: if I don’t need it, why did I buy it? What do we do? Commit bias: well, I’ll use it because it was very cheap », she explains. The Association of Psychological and Social Studies, which was also on RTVE, advocates rational and ecological consumption. “We have moved on to irrational advertising, emotional advertising,” says Javier Garcés Prieto, president of the association.
This advertising that “is no longer informative”, to the consumer “does not say anything” and can lead him to make. “Bad purchases” because “it is trying to manipulate him emotionally “, details Garcés, «If they force or lead to exaggerated consumerism. For example they do a study where they deceive the person with the product or with malicious. Comparisons against the competition, then we would be talking about unethical behaviour. Not neuromarketing, but the ethics of marketing”. Comments Idoia Portilla, president of the I+A Ethics Committee and professor at the University of Navarra. In this episode of the Weekly Report. The role of entertainment in the new reality Entertainment must be in this new environment in which we move, as it is one of the great demands of the consumer. In this sense, García assumes that entertainment helps to connect with the consumer.
