Neuromarketing methods are numerous. Researchers use them to study the unconscious attitude and reaction of potential buyers to goods and services, design, advertising, and their individual elements.
Neuromarketing studies:
reactions of the cardiovascular system (heart rate, blood pressure, etc.);
electrical resistance of the skin (increased sweating);
contraction of facial muscles;
eye tracking (gaze direction, pupil dilation and gaze duration);
brain responses to stimuli (evoked potential analysis);
functional states of the brain (EEG and fMRI).
Example of eye tracking
Identifying banner blindness helps improve the viber data effectiveness of advertising.
The achievements of neuromarketing will be useful for marketers and PR specialists. Despite the obvious benefits, neuromarketing has its downsides.
Criticism of neuromarketing
The main disadvantages of neuromarketing:
high cost of research;
the studies do not provide a complete picture, as they have significant limitations (there is not enough sampling, the experimental conditions do not reproduce real life, etc.);
the human brain is too complex, as are the motives for making decisions;
ethical issues (prohibition of manipulating a person’s unconscious motives against his will).