It is in charge of studying the buying process, the mechanism by which the consumer makes the decision of what to buy, from before, during and after the act of purchase, it is a whole complex of research that includes the neural and sensory world related to communication. The convincing power of messages aimed at mobilizing consumers wherever they are. Brands that use it really want to know how people's subconscious acts when deciding how and when to make a purchase.
One of the pioneers of Neuromarketing was Professor Ale Smidts, Nobel Prize in Economics who introduced the term in his doctoral research work whose main objective was to investigate the attention and response in the sensory level of consumers to different stimuli, whether visual, auditory, or kinesthetic. As a consequence, brands and large producers considered this research and put into practice these stimuli to different types of consumers, trying to obtain an assertive response in the purchase of what was offered. Logically, this revolutionized the supply and demand market.
Neuro marketing always starts from a scientific study, its messages will begin with the results of a market study on the offer to be launched, considering all the options, from the preferences of the previous study. From this, actions will be taken such as very attractive and colorful visual images, to attract the attention of buyers who have a more developed visual capacity, considerable auditory elements designed to capture the attention of customers whose auditory sensory activity is the most marked, including messages that stimulate taste through flavors described, all of these act on the neuronal cortical cortex stimulating the desire to buy.
Buyers are attracted because the market creates the need to buy, in Neuro marketing also uses neural sensory tools to attract these buyers, considering even those who do not want to buy, through this marketing tool is achieved to get most of the future consumers, projecting it through their sensory preferences, thus establishing a link neuron action that leads to mobilize the person to consume. It explores the senses as a potential modifier of human behavior, all scientifically evidenced prior to the marketing tools.
This marketing is the most researched of all, yet it is also the most perfected, which has caused damage to various sectors of the world population by creating a false idea of how to buy and what is really necessary has also generated compulsive buyers, who even degenerate into a pathology, should be treated with great care this type of marketing and be very objective when using it.
