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Neuromarketing: how the subconscious mind affects our choices

Updated: Feb 7

Melissa from Vision Factory

Author: Melissa Sartini

Date of Publication: 11/05/2023

Doing research is very important today because it allows us to gain a cognitive and competitive advantage. In fact, it allows us to increase the information through which we make decisions. Finally, we can go beyond our stories and experiences. What’s more, there are different methods and research with which to do research.

Neuromarketing: what it is

According to what the website "InsideMarketing" tells us, neuromarketing is the way to apply neuroscientific practices and knowledge to marketing. Actually, the purpose is to analyze the unconscious processes that take place in the consumer's mind. As a result, these affect purchase decisions or emotional involvement with a brand.


Indeed, responses to questionnaires and focus groups can be biased. That’s why, individuals do not always say what they think out of shame, prejudice, or fear of others' judgment. So, beyond what one chooses not to say, there are a variety of factors that influence perception without individuals being aware of them.


According to Dr. Orazi, methodologies for analyzing the effectiveness of packaging, branding and communication are becoming increasingly important. This is because the consumer is stimulated through the sense of sight.

In particular, the first impression we give to the product comes from the packaging. For example, it is like a business card. It communicates the brand identity and positions the product in the consumer's mind. Therefore, it attracts his attention, engages him and convinces him.

Research tools

Neuromarketing research methodologies can be classified into three categories:

Neurometric: direct measurement and observation of brain activity using electroencephalogram (EEG) or functional magnetic resonance imaging (fMRI)

Biometric: measurement of biological and physiological responses (eye-tracking, FACS, heart or respiratory rate, sweat)

Psychographic: concerning psychology and implicit responses (IAT)

Sensory neuromarketing

Sensory marketing is when all the senses are taken into consideration. For example, the sense of hearing can characterize a product and communicate it very smoothly. Not only music is important but also all the other sounds that make up the consumer experience.

Specifically, the most complex sense is touch. It processes information from muscles, joints, and receptors scattered in the skin. Thus, it gives the consumer the most sincere and real experience of use. Apart from that, the sense of smell is capable of recalling autobiographical episodes to memory. This is done in a vivid, detailed and emotionally connoted way. Last but not least, we remember only 2% of what we hear, 5% of what we see, and 35% of what we smell. So, 75% of our emotions are generated by what we perceive at the olfactory level. Isn’t it impressive?

Sensory neuromarketing - hearing, touching, smelling


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