Fundamentals and techniques of Neuromarketing

Study of brain reactions to commercial stimuli.

Neuromarketing represents the convergence between neuroscience and marketing, with the fundamental objective of understanding how the human brain reacts to various sales stimuli.

This discipline starts from the premise that purchasing decisions are not purely rational, but are strongly influenced by emotions, attention and memory.

Instead of asking consumers what they think, neuromarketing directly observes the psychophysiological response that occurs in their organism when they are exposed to a brand, an advertisement or a product.

The goal is to identify which elements activate the reward centers or generate rejection at a subconscious level, allowing companies to design strategies that "sell to the brain" by appealing to its deepest instinctive and emotional mechanisms, beyond superficial logic.

Tools: eye-tracking, electroencephalograms and galvanic response

To measure these involuntary reactions, advanced medical technologies adapted to the commercial environment are used.

Functional magnetic resonance imaging (fMRI) makes it possible to visualize precisely which specific areas of the brain are activated and localized in response to a stimulus, although it is expensive.

A more accessible alternative is the electroencephalogram (EEG), which detects the electrical activity of brain waves to identify states of excitation or relaxation.

Eye tracking, on the other hand, is crucial for visual design; this technique tracks eye movement to determine the exact gaze path, revealing which parts of an ad or shelf actually capture attention and which are ignored.

Objective: to understand what the consumer does not verbalize.

The main value of these techniques lies in their ability to uncover the truth that the consumer is not telling, either because he is lying, because he wants to please, or simply because he is unaware of his own motivations.

By assessing the biological response, the bias of rational self-assessment is eliminated.

For example, a focus group participant might say that he finds a package appealing out of politeness, but his brain response or visual pathway might indicate confusion or disinterest.

Thus, neuromarketing seeks to decode the unconscious processes that precede the purchase a