They are playing with your thoughts on a daily basis, you don`t even notice it and there is nothing you can do about it. You`d think that your conscious would help to distant yourself from all these omnipresent marketing tricks but it`s actually your subconscious that steals all of your objective judgement. I`ve always known that the techniques various brands are using to make us buy stuff are neat and tricky but the recent discovery of this book called “Buy-ology” by Martin Lindstrom gave me another reason to be scared of all the mind games that can be played against my will.
Do you have any kind of algorithm when you buy something? What is the first thing you choose? What are your thoughts when you just step into the shop? Many people are sure that they control the situation here but it`s as close to the truth as Ronaldo being the worst football player ever. We all are calculated based on our beliefs, nationality, views, lifestyle, education, job, family and circle of friends. Having all this detailed data the brands are able to provide us with that very product we need so much. So marketing is not that bad after all, right?
The era of consumerism has started about 15 years ago and it doesn`t seem to slow down. We need more and more food, clothes and now we need the biggest hit of the 21st century – the developed technologies. The cooler gadget you have, the higher is your social status. This seems logical but there is one thing that stands out of the picture and makes me ask questions. Why are people so eager to buy the goods they never thought they actually needed in order to lead a happy lifestyle?
Neuromarketing has the answers to this question. This term is rather new because even my Microsoft Word doesn`t recognize it as a known word. This sphere studies the behavior, the habits and the patterns of actions of the buyers. Some specialists who work in this field are studying all these processes to help people understand the mechanisms that work in the industry to trick them. Other people are studying it because their brand has to be more successful.
So there are two approaches in perceiving all the research which is being conducted in the neuromarketing. The one seems helpful and the other is rather dangerous. We know that there are such things as hypnosis, subconscious suggestion or subliminal stimuli (which is the consummation of information without realizing it). And now there is also neuromarketing which now is causing a huge ethical debate in society.
On the one hand, getting more data about the influence on human subconscious means a violation of humans` rights. On the other hand, this research still can be conducted secretly and the influence can be even bigger. One brand can take over the world and set a monopoly on a certain product. Knowledge is power, they say. So let`s take a look at some of the techniques of advertisement persuasion.
It is believed that bright colors get much more response from our brain than the dark or pastel ones. This is why a lot of producers are trying to make their goods recognizable, distinguishable and memorable with the help of different contrasting colors and shades. However, the neuromarketers know for sure that just the appearance of a product won`t appeal the buyers. So they combine the smell and the noise in order to make the goods even more attractive.
For example, did you know that packages with coffee beans are saturated with the artificial flavor of this beverage so the moment you open the package you get that special extremely pleasant smell? Another example is the smacking sound a lot of packages with chips make the moment you open them. Like the one you do with the lips when you eat something tasty. Brands do that because they want you to associate their product with the most delicious food ever that even sounds tasty.
There is something I would never think of personally but the neuromarketing guys did and it turned into the huge advertisement campaigns. Nowadays more and more companies are including the religious factor into the commercial, logo or the whole marketing strategy. They use the same pattern religion does and the sales skyrocket like crazy. In order to see why religion and marketing work together in the sphere of business, let`s find out what are the similarities between these two spheres.
When we see someone wearing or holding a product from a certain brand, we instantly feel a subconscious connection to this person. This way we feel like we belong to some group. For a human being, this very feeling is extremely important. We are social animals and we need other people around us. So a gadget, the trousers or a car which was produced by the same brand work as the emotional connection with another person.
The same is with religion, actually. Back in the day when people saw someone wearing a cross on the chest, they immediately were feeling calm and secure because that person was a part of their social group, he/she didn`t stand out, they are the part of your circle. By the way, people who were near the huge “Apple” office in New York City would say that they had a weird tingling feeling, they felt the awe just like at the moment you walk into the church.
What is more, many neuromarketers claim that the presentations of new “Apple” products did look like the preaching in front of the admiring flock. So basically people voluntarily welcomed the new religion into this world.
How often are you trying to find the hidden meaning (or “Easter-eggs” as those are usually called) in books, songs, public speeches? But we often fail to notice what is happening to us every minute of our lives because we are surrounded by advertising and still have no idea how it works on us. And many people for some reason are sure that they won`t fall for all of those tricks. Little they know…