A brief history of neuromarketing

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It has always been considered impossible, no matter how advanced technology, to penetrate human thoughts and predict actions. For a long time, human decisions were viewed as the result of rational and objective thinking, on the principles of which the first theories dealing with economic decision-making were created. The human brain was and remains a great unknown, and therefore represents an unpredictable factor in every social activity. For economics and marketing, as parts of the social system, a large part of the uncertainty comes from the inability to fully predict economic and consumer decisions.

Predicting behavior would greatly help businesses and bring about major savings. Traditional marketing methods of market research, consumer wants and needs would be outdated compared to modern prediction methods that neuroscience is trying to understand.

It is no secret that affectively oriented marketing stimuli have stronger impacts on customers. Emotionally positioned brands often have deep connections with customers, but it is not always clear how to achieve a strong emotional position in the minds of consumers.

How to make a consumer literally fall in love with whatsapp number database free a brand, is it through product quality, design, functionality, or is it necessary to have “something inside” to trigger that process? Every creative team is looking for answers to these questions when creating a new brand or repositioning an existing one. Neuroscientific research can provide some hope. Only by physically connecting respondents to some of the devices used in medicine can those subtle reactions to marketing stimuli be seen. However, even the deepest and most successful survey would not be able to provide answers to questions concerning the nuances in the reactions we have to stimuli, because such reactions are often unconscious, happening quickly, before a person would be able to register and describe them.

Previous research has focused on testing advertising messages before they are presented to a wider audience. In this way, neuromarketing contributes to the effectiveness of advertising messages for both companies and consumers, as they are offered products and services that are created based on in-depth research into their desires and preferences.

The concept of “produce and sell” has long been abandoned; now a need is first created, which is later satisfied with a “new and incredible” product. The task is actually to create a need or a new lifestyle. Is a company’s creative team of marketing experts enough for something like that? Is it something that is invented or is it a simple game of chance, which few companies have? Neuromarketing cannot help in creating that creative process, but it can be of great importance for choosing alternatives.

How neuromarketing evolved
Neuromarketing as a direction in economics and marketing did not arise suddenly, the idea of ​​connecting behavior with the processes that take place in the brain of decision-makers evolved during the 20th century through the emergence of theories that tried to better explain the decision-making processes. Scientists have always wanted to understand the mechanism of things happening in our heads. Early theorists even mention a machine that would measure the occurrence of brain processes.

Initially, it was believed that decisions were made rationally, and then with the help of probability theories, an attempt was made to arrive at the most probable outcome. It was believed that a person is only guided by rational choices in his decision-making, at that time it was almost impossible to believe that decisions could be made on affective principles, although rational choice is something else. And then the theory that gives a choice between two options proved that not everything is rational and that the decision-maker does not always choose the greatest benefit for himself.

It was only through the involvement of psychology in economics that we could speak of neuroeconomics, which at that time was still struggling to prove its importance to classical theorists. It finds its place in the connection between psychology and economics and in the title "decision economics", which later became an excellent tool for psychologically predicting what is happening in the brain of the decision maker.

Neuromarketing is today just a part of neuroeconomics, a promising discipline, or rather a fusion of known and lesser-known methods, tools, and techniques that, with the help of experiments, is rapidly developing into an increasingly important field, which still needs extensive study.