Is There a Buy Button in the Brain?
Neuromarketing is a science on analyzing consumer behavior. Neuromarketing experts are trying to find different aspects that influence our decision-making. It is a combination of two fields: neuroscience and marketing. At first sight, these areas have nothing to do with each other, however nowadays more and more firms are trying to influence consumer behavior using various methods to make them buy their products or services. Businesses often try to sell people something that they do not necessarily plan to obtain. Neuromarketing is oriented to do so. According to scientists, there are three parts of human brain:
- Human – also called a rational brain. The most developed part of the brain is responsible for complex tasks, such as language learning, arithmetical calculations, logical conclusions, character creation, personality, etc.
- Mammalian – also known as the limbic system. The middle part of the brain is responsible for emotions, mood and memory. This part is called mammalian as mammals are emotional animals that can feel emotions and react to them.
- Reptilian – also called an R-complex, the oldest part of the brain. This section is responsible for the basic functions like survival instinct, breathing, heart rate, temperature, balance. In early childhood our behavior is based only on the reptilian brain, later other parts of the brain start to develop and their contribution on life balances.
What’s interesting, is that the reptilian brain is responsible for decisions about whether to buy the product or not. The reptilian section is the brain’s attention keeper and rapid decisions maker. If you can grab the reptilian brain with your advertisement, you will be able to reach your objectives. In order to engage your customer’s reptilian brain and activate the buy button inside, scientists use several strategies.
Appeal to Emotions to Engage the Reptilian Brain
While trying to engage your customers in sales, it is crucial to appeal to their emotions. The old brain reacts to emotional signals that sellers create to make them buy their products. According to statistics, people are buying more children stuff if the baby is present in the advertisement. This picture effects on the reptilian brain that is driven by instincts, baby image on the package creates an illusion of warmth and love. The subconscious is not persuaded by statistics or arguments. People start to think about the product, evaluate their objectives and finally they may come to the idea that this product is not the first needed one, so they can live without it or they can find another one that is better. The Institute of Practitioners in Advertising states that, in fact, emotional campaigns have an effectiveness quotient of 31%, while logic centered promotions score a low 16%.
One of the main functions of the reptilian brain is the survival instinct. It is more likely for this part of the brain to react to the familiar subject. For example using the images of hungry children in advertisement makes your brain instinctively associate it to survival instinct and to respond to it. Another interesting thing is that reptilian brain is the most self-centered part of the brain. Advertisers make ads speak directly to you, involving you to feel like a part of their environment. It can be something as straightforward and efficient as using triggered emails to offer a discount on items in an abandoned shopping cart, or as complex as tailoring the whole homepage to visitors’ preferences according to their buyers’ personas. Also, the pictures are playing an important role. You can use images and present it from customer’s perspective. The excellent example is the Coca-Cola bottles with names. Everyone feels special if they find their name on the bottles.
Show the Contrast to Highlight the Advantages
The reptilian brain understands contrast easily. If the brain recognizes the images, it means that will catch its attention. Contrast also makes the decision-making the process quicker. For example, Samsung was promoting his smartphone Samsung Galaxy note 4 by comparing it with iPhone 6, which had problems with bending. The Samsung highlights this disadvantage to show that their smartphone is better. Another trick that is used in the advertisement is demonstrating the effect of the particular product. For example, if it is a cosmetic product show the before and after image to emphasize the importance of the particular product.
Human brain is a powerful tool. It can invent products, make serious decisions and think critically in a stressful situation. Each part of the brain is responsible for a particular circumstance. The reptilian brain is the part that responds to the advertisements. There are several tricks to influence the R-Complex. Creating an emotional link between the customer and ad is a smart strategy. Afterwards, you can try to personalize the advertising to appeal to the self-centered part of the brain. Moreover highlighting the importance of the product or service, using contrast effect is a wise decision. Buy button is the notion that describes the process of decision making by reptilian brain. So if you want to be successful, try engaging people’s reptilian brain in your advertising.