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Why neuromarketing is here to stay

February 18, 2015 2 Comments

neuromarketing-brainNot surprisingly, we (the authors of Neuromarketing for Dummies) believe neuromarketing is here to stay — otherwise, we wouldn’t be writing this book! The main reason neuromarketing will endure, we believe, is because it isn’t just another clever concept developed by some consultant or academic. It’s a natural extension of a solid and established foundation of scientific discovery. Neuroscience, social psychology, and behavioral economics are all respected and vibrant scientific disciplines that will continue to direct a stream of insights and findings into neuromarketing.

We don’t believe neuromarketing will usher in a disruptive, new marketing practice. Instead, we expect neuromarketing insights, concepts, and methodologies to be integrated into marketers’ existing toolkits to improve their current practices by giving them new perspectives based on a more realistic understanding of how consumers’ minds actually work.

Neuromarketing allows marketers to view many of their most enduring challenges from a new perspective. It offers a new explanatory framework that puts many old problems in a new light. To mention just a few examples, neuromarketing helps marketers understand

  • Why consumers reject new product ideas when evaluating them in focus groups and interviews, yet end up enthusiastically embracing the new product when it’s launched.
  • Why consumers enthusiastically embrace new product ideas in focus groups and interviews, yet fail to buy the new product when it’s launched.
  • Why some highly engaging, high-profile branding initiatives and advertising campaigns fail to move sales, while others have a tremendous impact.
  • Why consumers don’t need to recall an ad in order for that ad to have an impact on their brand perceptions and purchase decisions.

N4D-cover -120pxThis post is excerpted, with minor edits, from Neuromarketing for Dummies, Chapter 4, “Why Neuromarketing Matters.”

Filed in: Applications • Tags: ,

About the Author:

AvatarSteve is a writer, speaker, researcher, and marketing consultant. He is author of Intuitive Marketing (2019), a study of persuasion and influence in marketing theory and practice, and co-author of Neuromarketing for Dummies (2013), a comprehensive overview of neuromarketing science, applications, methodologies, and ethics. He is Managing Partner at Intuitive Consumer Insights, where he focuses on marketing education and consulting.

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Sites That Link to this Post

  1. Le neuromarketing | Le Persuadeur | March 31, 2015
  2. Neuromarketing – Marketing360 | December 5, 2016

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