Yes, after a long hiatus - happy to be back in the blogging saddle ā ready to dust off the keyboard and unleash some new ideas for you all!
After A-Z of Neuromarketing (Part I)Ā - hereās Part 2 covering N to Z of Neuromarketing. (Yes, this was written almost 2 years ago!)Ā
Quick recap: In this listicle, I have compiled some of the core concepts, methods, and aspects of this frontier science. You can refer to Part I before delving into this piece.Ā
N - Nudging vs. BoostingĀ
Nudges and boosts are types of interventions in human deliberation that aim at changing peopleās behaviour in predictable ways. Both nudges and boosts agree that human decision-making is often defective and that these defects are caused by the employed deliberation processes. While nudges co-opt peopleās existing cognitive biases to affect behavioural changes, boosts train people in employing existing decision heuristics or employing new ones.
O - Operant vs. Classical ConditioningĀ
Classical conditioning involves associating an involuntary response and a stimulus, while operant conditioning is about associating a voluntary behaviour and a consequence. One of the simplest ways to remember the differences between classical and operant conditioning is to focus on whether the behaviour is involuntary or voluntary.
P - PerceptionĀ
Perception is the sensory experience of the world. It involves both recognizing environmental stimuli and actions in response to these stimuli. Perception includes the five senses; touch, sight, sound, smell, and taste. It also includes what is known as proprioception, a set of senses involving the ability to detect changes in body positions and movements. And involves the cognitive processes required to process information, such as recognizing the face of a friend or detecting a familiar scent.
R - Readability Test by FleschāKincaid
The Flesch-Kincaid Readability Test is a combination of two different tests that measure how difficult a passage of English text is to understand. Both tests factor in word and sentence length to grade how challenging a piece of content will be for readers to comprehend.
Google looks at readability when it ranks content, and it uses the Flesch Reading Ease Score to do so. So the idea is to mimic how a human reads the content - clear and easy to understand.
S - Sensory NeuromarketingĀ
The field of study where marketing efforts are structured to appeal to either or all of one's customerās senses: sight, smell, sound, taste, and touch is termed sensory marketing. Example: a bakery shop in a shopping mall deliberately induces a sweet smell on the floor, to trigger the visitors' sense of smell inducing a cupcake craving.Ā
T - Measurement Techniques & Comparison (by HBR)
Hereās a simple and handy comparison of all the measurement techniques that fall under the Neuromarketing umbrella, explained by Harvard Business Review:
U - Unconscious & Conscious BuyingĀ
Conscious buying behaviours represent high-order values. They tend to be psychological and linked to a constant need for new things. Conscious values thus predict short-term values, that are time-limited, and translate into considered consumption behaviours and impulse buys. Unconscious behaviour, on the other hand, is generally led by status and desire. It is behaviour that is based on primal and basic core values. These tend to be timeless values, that translate into long-term behaviours and often kick in when one is being true to oneself.
V - Visual Eye-trackingĀ
Visual Eye-tracking is a popular research tool in developmental cognitive neuroscience using cameras to record and analyze eye movements and gazes patterns, therefore providing insight into both cognitive and physiological processing of visual information.
W - Working MemoryĀ
Working memory is one of the brainās executive functions. Itās a skill that allows us to work with information without losing track of what weāre doing. Think of working memory as a temporary sticky note in the brain. It holds new information in place so the brain can work with it briefly and connect it with other information.
Z - Zero Moment of Truth (ZMOT):
A concept introduced by Google refers to the moment when a consumer searches for information online before making a purchase decision.
Thatās not all about A to Z of Neuromarketing. Thereās much more. I will try to step into varied concepts to tap the power of the human brain and decode its responses to marketing stimuli - to create more effective campaigns that resonate with consumers on a deeper level.Ā
You must have realised, that as technology (not just ChatGPT, duh!) continues to advance, the possibilities of neuromarketing are endless.Ā
Can you think of a few?Ā
Let me know in the comments.Ā
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