Neuromarketing, according to Lindstrom is the use of brain science to understand consumer behavior. The importance of this cannot be underestimated because there is a lot that goes through consumer’s subconscious mind. By studying the science of consumer’s behavior marketers can improve their sales drastically. Lindstrom says that he works for 17 big companies and of which 12 of them use neuromarketing(Prinet, 2010). Even though, neuromarketing is a very strong tool marketing it should be regulated. For example, politicians can use it to sway opinions that’s why there should be a legal framework guarding it. The consumer purchase process contains three main stages that include: pre-purchase, purchase and post purchase. As a marketer, great emphasis is required for the three stages for you to boost your brand.
There are three types of consumer purchases. For a brand to thrive the marketer has to understand these purchases. Memories and emotions can be inspired by strong brands. The article notes that strong brands like Microsoft, iPod, Ferrari and others register strong memory and emotions. Marketers should not rely much on logos because they are less powerful. Lindstrom states that logo free images sometimes are better than those with images in terms of advertising. Lastly, marketers should employ perception and sensation. It should be noted that consumers have selective attention and they block what they think is not important. Classical conditioning can be used in advertising. This is almost similar to neuromarketing. When the name of a company is tarnished, and it is difficult to sell certain brand the company should change its name. This helps in changing consumer’s perception of the company. The attitude of the consumers towards a certain brand is another factor that contributes directly to the sale of a product. A marketer should apply neuromarketing to develop a positive attitude towards his brand.
Prinet, E. (2010). Buyology: Truth and Lies about Why We Buy by Martin Lindstrom. Journal of Industrial Ecology, 14(1), 167-169.