Rather, it takes place at the saurian (reptilian) level of the brain where the fight or flight reaction arises and in the areas of the limbic system that preside over emotions, like the amygdala-where anxiety dwells-and the anterior cingulate cortex of the brain, where uncertainty and contrasting sentiments reside. Thus, customers’ appreciation of a product is not based on the brain weighing the reasonableness of a purchase based on classic economics. However, according to Christophe Morin, an adjunct professor at the Fielding Graduate University who has pioneered this approach to understanding consumer’s choices, neuromarketing “goes beyond what people can articulate.” He believes that putting the brain at the center of consumer behavior allows researchers to consider data that are not simply self-reported by the consumer, but also garnered biometrically through the use of technologies like EEGs, fMRIs, and biochemical sensors.Īccording to Harvard neuroscientist Gerald Zaltman, 95 percent of purchases are emotionally driven.
The science of neuromarketing is an offshoot of the field of cognitive neuroscience. Well, that’s the territory of neuromarketing, the field of study that aims to understand how the human brain is functionally affected by advertising and marketing approaches.
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