AssociationsClaim TesterImplicit MethodsMarket Research

4 Handy Neuromarketing Concepts for Your Business

By 23. August 2019 August 28th, 2019 No Comments

1. Bread-crumbs

The ‘Bread-crumbs’ concept is based on the idea that you leave a trail of ‘bread-crumbs’ in order to get your audience to a particular location or frame of mind. 

Example of ‘Bread-Crumbs’ in Neuromarketing

For example, when describing the sound of a sports car, consider using visual phrases like ‘This sports car can keep your baby sleeping’ instead of being literal and saying ‘This sports car is silent.’ By using visual images you are implying (or leaving ‘bread-crumbs’) what the car’s key features are. Ultimately, this builds a picture in the consumer’s mind. Furthermore, by referring to a ‘baby sleeping,’ there are ‘bread-crumbs’ that point to the concept ‘silent.’ To learn more about this concept, watch this short video:

2. Emotional Loading

Emotional loading refers to the emotional charge that a message or idea has. People can perceive a word positively or negatively. For example, ‘stealing’ has negative emotional loading while ‘loving’ has positive emotional loading. These are the emotional connotations that are inherently present within the word itself. 

Example of Emotional Loading in Neuromarketing

McDonald’s slogan of “I’m lovin’ it” has more positive emotional loading than “I’m savouring it.” Yet, both slogans express the same idea of enjoying a meal. Furthermore, “I’m lovin’ it” is more closely associated with Family (the green bar) than the alternative, meaning that this slogan will appeal to such an audience. Using our FLASH software, you can analyze emotional loading across many different brand dimensions in order to choose the most appropriate message.  If you are interested in learning more, contact us.

3. Implicit Associations

Implicit associations are the connections and relationships between concepts that an individual has implicitly stored within themselves. Based on one’s personal experience, implicit associations are developed and stored. Most of the time, we aren’t even aware this is happening. But, you can use implicit associations to your advantage.

Example of Implicit Associations in Neuromarketing

We are more likely to associate the color orange with the fruit orange than grapes or apples. In marketing, this provides a chance for strategically grabbing consumer’s attention. By doing something that’s unexpected or contrary to our implicit associations, more attention will be given. An apple that is blue is more noticeable than an apple that is red. 

4. Bias

Who wants bias? Nobody. That’s because bias is usually seen as a downside to market research since it can skew results and outcomes. But, bias is the brain’s natural way of making shortcuts. So, it’s here to stay. 

Example of Bias in Neuromarketing

Bias can be harnessed in order to be used as a tool. For example, if we learn what people’s biases and tendencies are, then we can create marketing messages in order to address those beliefs. That’s exactly what NEURO FLASH does. Our advanced AI software reads through cultural text data and understands how people communicate. Thus, you can utilize FLASH AI as a tool for crafting your message based on the biases people already have. 

Conclusion

These 4 neuromarketing phenomena are at the essence of NEURO FLASH. If you would like to learn more about how neuromarketing can improve your market research and sales performance, contact us by booking an appointment to chat.  We’d be more than happy to help you find the words the click! 

Jonathan T. Mall

Author Jonathan T. Mall

Jonathan is a computational Neuropsychologist turned entrepreneur. Seduced by the opportunity to optimize consumer experience using machine learning, he led the Science team in a IBM Big Data Venture (gumbolt.com). Afterwards, he founded NEURO-FLASH.com, a market research institute, using online experiments that illuminate the true drivers of desire and purchase behaviour. When he’s not combining Neuroscience and Big-Data to test innovative ideas, he eats burgers and trains for the next marathon.

More posts by Jonathan T. Mall

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