Neuromarketing

Neuromarketing

1. It is the study of the buying process, and even more, the study of the decision-making process of consumers or potential consumers before buying, while they are buying and, of course, after the purchase.

   • Its objective is to know and understand the levels of attention that people show to different stimuli. In this way, it is about explaining the behavior of people from the base of their neural activity.
     • It is also based on knowing the 3 brains: Triune Brain Theory
       • It is based on the division of the human brain into three distinct regions.
         • Reptilian or Primal Brain (Basal Ganglia)
           • Defense, protection, domination, reproduction, survival, power.
             • Example: when we are in danger and must respond quickly, as an act of self-preservation, preparing us for action by initiating the release of chemicals throughout the body.
         • Paleomammalian or Emotional Brain (Limbic System)
           • Fear, emotions, sensations, kinesthesia
             • For example: When we are watching a shocking news story or receive an upsetting message, the limbic system is stimulated and, again, chemicals are released, which create our experience of emotions
         • Neomammalian or Rational Brain (Neocortex)
           • logical and analytical functional,
             • when we are making decisions, solving problems or reasoning, the neocortex is engaged, without the involvement of the other brain structures.