It’s pretty complicated, but the reasons we need it are few and incredibly simple. Neuromarketing is the study of human behaviour in relation to buying behaviour. It’s a relatively new area of research, but it is steeped in over 100 years of behavioural science research. Humans haven’t changed in the past 100,000 years, but the world around us has changed beyond recognition. Neuromarketing allows us to study buying behaviour, and our emotional responses to marketing messages, in the middle of the insane world we live in today.
The reasons we need neuromarketing are (i) humans lie – even if they don’t mean to – when researchers use traditional research techniques, so we needed a way to understand instinctive responses that can’t be faked, and (ii) the part of our brain that makes pretty much all of our decisions is the emotional cortex, and that bad boy can’t read.
It can be a little trippy to think about how much we’re able to get inside our brains these days. People often incorrectly assume that neuromarketing is some 50s era, sinister, mind control technique that allows marketers to control what we do. Nope. Sadly, there is no buy button in the brain and we can’t make anyone do anything they don’t want to. But, we can make the brain like you and if it likes you, it will hang around long enough to either read you or, even better, buy from you.