The Science of Neuro-Marketing

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I’ve been hearing a lot recently about neuro-marketing – specifically NLP – as a resource for getting into the minds of your target audience. I don’t know if I really agree with the approach ( it sounds half-baked most of the time) but there are some worthwhile points about using cognitive science to understand behaviour, perception and persuasion.

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The same primitive impulses that helped early man survive against the evolutionary odds also draws shoppers to pairs of tan suede shoes. At least that’s the theory behind neuromarketing, an emerging field that uses the tools of neuroscience to understand the secrets of the consumer brain.

By having a subject wear an electroencephalogram (EEG) cap with electrodes placed all over his/her head, it records the electrical impulses on the surface of the brain. Eye tracking goggles also reveal exactly what he’s looking at when the computer records a flash of emotion. And one agency is at the forefront of this technology in Canada.

Diana Lucaci is the founder of True Impact Marketing, which is currently the first and only neuromarketing research company in Canada that uses both EEG and functional magnetic resonance imaging (fMRI) to try to read consumers’ minds. Her company owns the EEG cap and eye tracking…

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