Neuromarketing
By combining neuroscience methods with marketing objectives, neuromarketing studies people’s unconscious responses to products, advertising, and design.
During experiments, researchers record what happens to a person’s attention and emotions, including where they look, what attracts their interest, and what the brain ignores. The methods used include eye tracking, EEG and functional MRI, analysis of facial expressions, voice, and pulse, as well as measuring reaction times to different versions of advertising layouts and prices.
Where Neuromarketing Is Used
Neuromarketing is used in product packaging and placement, website and landing page design, and creative testing. A simple example is that placing a button in the natural line of sight and using a contrasting colour can increase click-through rates, even when the offer itself remains unchanged.