How can an advertisement awaken our desire? What motivates our desire to buy? Why do we choose one product over another? If advertising is both an art and a technique, if some brands are more successful than others, it is certainly not without reason.

Neuromarketing is the application of cognitive neuroscience to marketing and communication. In other words, it applies neurosciences techniques to analyse consumer behavior faced with an advertisement or a product.

The definition

The purpose of this discipline is to better understand consumer behavior. Especially the one in his unconscious mind. Observation of brain activity allows this discipline to understant its emotional involvement when consuming a product or a service. 

In short, it allows the identification of the brain mechanisms that intervene during a purchase, a consummation or in response to advertising.

Olivier Oullier, a neuroscience researcher and lecturer in Marseille, defines Neuromarketing as: “The use of neuroscience techniques in addition to traditional marketing techniques”.

In addition, it makes it possible to close the gaps in traditional marketing thanks to its scientific and quantitative approach.  According to Christian Ballouard, consultant, coach and business trainer, it makes it possible to “map the purchasing process in the consumers’ brains”.

The tools

Neuromarketing is based on scientific techniques and tangible assets.

  • Functional magnetic resonance imaging (fMRI): application of magnetic resonance imaging to indirectly visualize brain activity;
  • Electroencephalograms: a method of brain exploration that measures the electrical activity of the brain through electrodes placed on the scalp;
  • Oculometry: a technique that measures the movement of a subject’s eyes;
  • And much more

This discipline stands out as the scientific continuity of traditional marketing. Indeed, it is more effective in analysing the impact of marketing actions.