Neuromarketing increasingly impacts our purchasing decisions

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The neurobiological research conducted by Spotler shows that the most effective way of establishing contact with the recipient online through mailing is the use of a layout characteristic of MS Outlook, the Warsaw Business Journal reports citing an article by Newseria.

The authors of the study used the EEG recording to assess the activity of specific areas of the brain after viewing various advertising message formats. It is also worth mentioning that after changing the color shade used in advertising links, Google noted an increase in revenues by $200 million.

"Neuromarketing is a very popular market trend at the moment. It is primarily about understanding why we make such and not other decisions, e.g. purchasing decisions. We often think that we are acting very rationally and that each purchase is thought out by us, but in fact, a lot is going on in our heads, both emotionally and subconsciously. Neuromarketing collects all knowledge about the brain and tries to explain these processes and translate them into more effective market mechanisms," Wojciech Broniatowski, CortiVision's operational director, said.

"The colors of promotional labels in supermarkets or product packaging are currently designed in accordance with cognitive processes, with how it affects our perception in the store. The market of educational services is also largely based on neuromarketing," CortiVision's COO added.

Although neuromarketing is based on subconscious responses to a stimulus occurring at the level of neurons, one of the technologies that work well in its case is also virtual reality.

"Sometimes scenarios are built in virtual reality, i.e. certain spaces that, for example, are yet to be created in order to test their impact on their future users," Wojciech Broniatowski said.

According to Mordor Intelligence, the global neuromarketing market will grow until 2026 at an average annual rate of 15.6%.

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