The Power Of Emotions In Neuromarketing Goals

Consumers usually purchase products only when they need them. However, reality shows the opposite: consumers buy most of the goods and services because they think they need them, yet they surely do not need them. This procedure can be the effect of selection of right advertising to the appropriate audience involving a new ramification of marketing called Neuromarketing, which is in charge of developing potential thoughts and feelings in consumers. Thus, Neuromarketing goals emphasize the best incentives to manipulate consumers’ purchasing power via the consumer’s relationship between the mind and body, the power of emotions, and the psychology of colors.

The consumer’s relationship between the mind and body has become an essential ramification

Consumers are attached to their emotions, while there are in the process of purchasing a good or service. Emotions created by experiences in the past, caused by fear, or provoked by delight could be vital motives for taking decisions of buying or not a product. Precourt (2015) talks about the importance of emotions in the creation of advertising campaigns which can provoke positive stimulations in the consumer’s emotions changing their real behavior (Precourt, 2015, p.112). For instance, in the Victoria’s Secret website Neuromarketers use most of the times the fear technique for the Victoria’s Secret advertising campaigns. Messages, such as “Ends tomorrow!”, “today only!”, and “last day!” creates in the consumer’s mind anxiety, hurry, and fear because these words create a sensation of missing a great deal. In brief, the power of emotions in advertising has a drastic influence in the consumer’s decision-making depending on how advertising is transmitted to the

In the post “7 Reasons We Buy More Stuff than We Need” Becker (n.d.), the author discusses a crucial point in consumers’ decisions of buying something they need or not. the author argues “We are trying to compensate for our deficiencies: We mistakenly look for confidence in the clothes that we wear or the car that we drive…We seek fulfillment in material things.”. As a result, consumers would buy more than they should and things they might not need due to the fact that the filling of satisfaction increase with every purchase. For example, when a woman goes to a store looking for something in specific, such as a conditioner or a mascara, she gets out of the store with three or four more things that she might not need. This happens every time she tries on her all of these new products making her feel more beautiful and confident. Nevertheless, this feeling of confidence created by the purchase of a product or service would not be possible without the impact of Neuromarketing advertising due to the fact that this is a way in which sellers can get into the costumers’ hearth and necessities trying to convince them that with their new products that the consumers would feel happier than before. To conclude, Neuromarketing has a significant impact in the consumer’s feelings and behaviors, so the use of good advertising would manipulate the costumer’s purchasing