Specifically, neuroscience can help us understand the decision making pathways in the brain in addition to the parts of the brain that register pleasure (an indication of attractiveness). Once scientists can trace the keys to activating certain parts of the brain, typically based on eye movement data made across ads or other materials, marketers can implement the knowledge into new ads to make them the most pleasing and engaging they possibly can be. If you notice in the picture below, your eyes will tend to scan the website page for key information first, such as titles, pictures and copyright information. They will also tend to come back to those critical points in order to make sense of the information over all. This is interesting because it helps website designers, for example, to determine the best layout that makes the scanning process the easiest on your eyes and the most engaging.
One key attribute of combining neuroscience with marketing is that when it comes to advertising, you’re ultimately trying to moderate someone’s behaviour without telling them they have to do something. See, marketers are a little bit more clever than that; they want you to ‘want to do’ the activity they have to share. As we similarly learned throughout our Marketing Communications course with industry professional, Kate Charlton, you have to understand your target audience so well that you can predict their behaviour. And lucky for us, ‘neuromarketing’ allows for a better understanding of the human brain and behaviour - which then makes me extremely grateful for my psychology and neuroscience background.
Current student in the Master of Marketing program at the University of Sydney Business School