Neuromarketing is the study of how people's brains respond to advertising and other brand-related messages by scientifically monitoring brainwave activity, eye tracking and skin response. Marketers use neural and other physiological signals to gain insight into customers' motivations, preferences and decision-making processes. They also use this research to predict how a particular product, service or marketing campaign will perform.
Some ways neuromarketing is used include the following:
• Optimizing a call to action, such as "Visit our website"
• Rebranding campaigns
• Product design testing
• User experience testing
• A/B testing to compare the effects of similar ads
• Assessing the neural impact of images in an advertisement
These neuromarketing techniques are used to study the brain to predict consumer decision-making behavior. Neuromarketing is cost effective in the sense that it can lower the price and increase the value of marketing research.
