Using the six principles of neuromarketing to better understand changing markets

Francesco Gallucci and Caterina Garofalo
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Francesco Gallucci: Vice President, Italian Association of Neuromarketing (Ainem), Italy
Caterina Garofalo: President, Italian Association of Neuromarketing (Ainem), Italy

Applied Marketing Analytics: The Peer-Reviewed Journal, 2017, vol. 3, issue 4, 339-352

Abstract: Neuromarketing is a very young science that studies how to bring companies closer to their customers. It addresses the numerous shortcomings of traditional marketing by gathering information on consumer behaviour, overcoming the constraints of verbal interviews. Drawing on neuroscience helps to probe human intelligence and comprehend unconscious knowledge. It significantly improves its efficacy with all its interlocutors: marketer, partners and, of course, customers. The first part of this paper explains the essential principles of neuromarketing, as well as the technologies used to analyse consumers’ reactions, and proposes a simple neuromarketing check-up to be conducted prior to starting research. The second part presents important evidence that research into neuromarketing has uncovered over the last five years, leading to the formulation of the six basic principles. Understanding consumers using the six principles of neuromarketing results in an empathetic relationship, where marketers can understand customers’ needs, perceive how they decide and analyse the reasons for their behaviour.

Keywords: neuromarketing; emotional events; marketing strategy; neuroscience (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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