Neuromarketing: what it is, what it is for, effective strategies

Every time we click on a catchy ad, choose a product from the supermarket shelf, or prefer one brand over another, our brains are in full swing. What exactly drives us toward that ad, that product, that service or that brand? The answer lies not only in rational preferences or explicit needs, but is rooted in unconscious mechanisms that are deeply tied to emotions. This is what neuromarketing, a discipline that links technology, neuroscience and marketing to understand the hidden motives behind every purchase decision, seeks to shed light on. The point is to go beyond simply discovering “what” consumers buy to understanding “why” they do it, applying neuroscientific studies to the complex mechanisms of purchasing decisions. Today we know that most purchasing decisions are not rational and even in 95% of cases occur subconsciously, guided by stimuli that we do not always perceive. Colors, sounds, smells, design: each element dialogues with our brains, shaping feelings that translate into behaviors. Neuromarketing positions itself in this space, offering tools to scientifically analyze these responses and turn them into practical strategies. Thus, while traditional advertising focuses on explicit messages aimed at convincing the consumer, neuromarketing enters deeper territories, studying neurological and emotional reactions to determine what really triggers decision making. It is not surprising, then, that major global brands are already adopting these techniques to optimize advertising campaigns, packaging, websites and even shopping experiences. Science and marketing are no longer worlds apart; they now work together to understand and predict consumer interactions with brands. In this article we will delve into the heart of this discipline, exploring its tools, practical applications and its ethical side, to try to explain how our subconscious influences everyday choices and how neuroscience and branding intertwine to create experiences that go far beyond a simple purchase.

What is neuromarketing

Neuromarketing is the application of neuroscience to marketing, which uses scientific tools to analyze how the human brain responds to stimuli such as advertising, packaging, and design, with the goal of understanding and influencing purchasing decisions.

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It is thus a fusion of two seemingly distant but actually deeply connected fields: neuroscience, which studies the workings of the human brain, and marketing, focused on understanding and influencing consumers. This emerging discipline aims to analyze and influence purchasing decisions through scientific tools that explore what goes on in the human mind, beyond conscious statements.

In its essence, neuromarketing investigates unconscious behaviors to determine how external stimuli such as colors, images, sounds, designs or advertising messages activate specific mental processes in the brain, through an innovative approach that surpasses traditional market survey methods that merely collect stated opinions , often influenced by rationalizations that are not completely sincere.

The term was first coined in 2002 by Dutch scholar Ale Smidts, who defined it as a method of linking sophisticated neuroscientific tools with companies’ needs to understand consumer behavior. In parallel, the role of neuroeconomics, a related discipline that explores the interactions between economic decisions and brain functioning, offers additional keys to understanding, broadening the field and including the weight of emotions and unconscious cognitive processes in choices.

Martin Lindstrom, one of the most celebrated exponents of the subject, emphasizes a crucial point: traditional market research methods, such as focus groups and surveys, often fail to reveal the truth not because they are inherently wrong, but because people cannot always express what they really think, in part because many responses are driven by unconscious processes. This is why neuromarketing seeks to “override” conscious statements by going directly to the source: the human brain.

Why it is called neuromarketing and what it means

Let’s try to simplify the topic a bit and start with the basics: the name of the discipline helps to contextualize its essence and is literally the union of two fundamental terms and concepts. Neuro refers to the neurological sphere and the cognitive processes that occur in the brain, while marketing obviously delineates the field of study that analyzes and optimizes strategies to persuade and influence consumers.

The name constantly reminds us that every marketing action is not merely an external strategy, but has its impact in depth, on the neurophysiology of the consumer. Emotions, memory, motivation, and attention are all processes intimately linked to the workings of the human brain and represent the real terrain of neuromarketing. The heart of the discipline lies in identifying these mechanisms and translating them into business practices that generate concrete results.

By better understanding how decision-making processes work at the neurological level, companies and practitioners can create marketing experiences that focus not only on rational aspects, such as price and features of a product, but that engage consumers in more complex ways: activating unconscious desires, associating positive emotions with their brands, and modeling human behavior.

Neuromarketing and neuroscience: how discipline and practice integrate

There is a direct link between neuromarketing and neuroscience, and the latter is the scientific foundation on which the discipline is based. Neuroscience analyzes what happens in the human brain when it is exposed to certain stimuli, for example, images, colors, sounds, advertising texts or even the experience of touching a product. Neuromarketing applies these studies to probe emotional and cognitive responses to advertising campaigns or sales strategies.

Two of the main techniques used in neuromarketing are electroencephalography (EEG) and functional magnetic resonance imaging (fMRI).

• EEG is a relatively accessible technology that measures the electrical activity of the brain, providing real-time information about how a person reacts emotionally or cognitively to a stimulus.
• In contrast, fMRI allows us to observe deep areas of the brain, measuring blood flows and identifying which sections are activated during an experience. Although cost and complexity make the latter less widely used in commercial settings, its results have nonetheless established many of the theoretical foundations of neuromarketing.

Using these tools, neuromarketing allows us to understand what attracts a consumer’s attention, what excites him or her and, most importantly, how these emotions influence purchase decisions. This approach ends the era of “generic advertising” and ushers in marketing that is more targeted and “tuned in” to consumers’ minds.

How neuromarketing changes the study of the consumer

Before the advent of neuromarketing, market research relied mainly on traditional tools such as interviews, focus groups or surveys, hoping to gather accurate information about consumers’ tastes and preferences. However, these methods suffer from an inherent limitation, as mentioned above: they rely on conscious responses, which are often influenced by rationalization or social pressures.

Neuromarketing has disrupted this dynamic, adding a level of understanding based on direct analysis of emotions, evoked memories, and brain responses to stimuli. By focusing on unconscious processes, it makes it possible to detect what really motivates consumers, beyond the responses they think they make. For example, neurological experiments have shown that emotional stimuli carry much more weight than rational information when it comes to purchase decisions.

A concept often used to explain this dynamic is that of the Old Brain , the oldest part of our brain, responsible for instinctive and survival-related reactions. This “primitive brain” is most sensitive to emotions and visual stimuli, and plays a key role in everyday choices. In other words, most of the decisions we give as rational are actually guided by this unconscious part.

History and evolution of neuromarketing

Neuromarketing, as a recognized discipline, has relatively recent roots, but its premises find ground in the study of neuroscience and advances in applied technology. The term, as mentioned, was coined in 2002 by Ale Smidts, who sensed that major advances in the field of magnetic resonance imaging and brain imaging technologies could find useful application in marketing.

The idea was revolutionary: directly monitorbrain activity to observe in real time how consumers react to marketing stimuli, without having to rely on the limitations of conscious responses, which are often incomplete or misleading.

The official birth of neuromarketing thus coincides with the advent and increasing accessibility of sophisticated neuroscientific tools, such as the aforementioned fMRI and EEG, which make it possible to observe neurological reactions to external stimuli, from the color of a package to the sound of an advertising slogan.

In later years, scholars and practitioners such as Martin Lindstrom played a key role in expanding the discipline and making it accessible to a wider audience. Lindstrom, in particular, with his book Buyology (translated into Italian as Neuromarketing: brain activity and buying behavior), brought to light the crucial link between emotions, the subconscious mind and purchases, and demonstrated how neuroscience can unmask many of the unconscious dynamics that drive consumer decisions. With case studies and practical experiments, he has helped solidify the value of neuromarketing in both academic and commercial research: for example, his analysis to show that anti-smoking warnings on cigarette packs, instead of discouraging smokers, activate areas of the brain associated with craving, paradoxically increasing the desire to smoke, is famous.

And now famous (and emblematic) is also the story that sparked Lindstrom’s interest in this subject: as a child in Denmark he was fascinated by Lego bricks and spent entire days building with those plastic blocks, even to the point of making a small house in his own backyard. Lego for him was not just a product, but an experience full of excitement and imagination. And his passion did not stop there: he decided to organize a real housewarming party, even going so far as to contact an advertising agency to promote it. The agency’s response was surprising: it agreed to collaborate and gave visibility to little Martin’s project. But what seemed like a story with a happy ending took an unexpected turn: Lego, having learned of the affair, intervened to stop the initiative, declaring that their bricks were copyrighted and could not be used in that context. This event was a moment of great frustration, but also enlightenment for Lindstrom, who for the first time understood that a brand is not just a product. It is something much bigger: it is a set of meanings, symbols and emotions that lives in people’s minds. That moment prompted him to devote his career to studying how brands influence our behaviors and how emotions drive purchase choices.

Another important contribution came from Gerald Zaltman, a Harvard professor, with his tool called the Zaltman Metaphor Elicitation Technique (ZMET), a methodology that uses metaphors and imagery to go beyond rational responses and reveal the unconscious emotions that drive consumers. Zaltman was one of the first to argue scientifically that 95 percent of purchasing decisions occur in the subconscious mind, thus reinforcing the importance of neuroscientific studies.

Neuroscientists such as Antonio Damasio, famous for his work on emotions and the role of the brain in decision making, have also profoundly influenced the emergence of neuromarketing, highlighting how emotions are not simply secondary reactions, but fundamental components of decision making, even in choices that appear logical and rational.

Commercial and industrial application

In short: neuromarketing continues to grow, shifting the boundaries between science and marketing, with an increasing focus on ethical attention and implications for the consumer, and has become an integral part of the business strategies of large multinational corporations-but it is also beginning to appear in smaller entities, thanks to the increasing accessibility of technologies.

Already since the 2010s, the discipline has gained an increasingly important role in the corporate strategies of large international brands. Companies such as Coca-Cola, Microsoft, Google, and Unilever have begun using techniques such aseye tracking, facial expression mapping, and MRI to optimize product and advertising design.

A prime example is the experiments conducted on Pepsi and Coca-Cola during so-called “blind taste tests,” in which participants claimed to prefer the taste of Pepsi without knowing the brand name. However, by monitoring brain activity, it was found that when consumers knew they were drinking Coca-Cola, their brains activated areas related to emotions and positive memories, unconsciously leading them to prefer it. This showed that the brand, with its powerful symbolism and ability to evoke emotions, can influence choices more than the product itself.

Another interesting case involves the British supermarket chain Tesco, which used eye tracking and biometric analysis to redesign store layouts and improve customers’ emotional engagement during the purchase journey, thereby increasing sales and loyalty.

Today, neuromarketing is a multidimensional discipline applied in areas far beyond marketing, touching on product design, user experience, packaging, or even politics. However, its growth is also accompanied by some controversies, especially related to ethical questions about the use of technologies that can “read” consumers’ subconscious. This makes it necessary to balance innovation and responsibility so that neuromarketing continues to develop as a tool to create better experiences, not to manipulate decisions.

Neuromarketing and psychology: the link between mind and behavior

Neuromarketing and psychology share a common root: understanding human behavior, emotions, and decision-making processes. Both study how our brains process stimuli and information, turning them into concrete actions. In modern marketing, this knowledge has become critical to creating strategies that not only speak to consumers’ minds, but also capture their deepest emotions.

Neuromarketing uses psychology to analyze decision-making behavior, highlighting how many choices appear rational, but are actually influenced by emotional and unconscious patterns. It is on this basis that the most effective campaigns build a lasting connection between the consumer and the brand.

The importance of emotions in neuromarketing

Emotions play a dominant role in decision making. According to the aforementioned studies by Gerald Zaltman, 95 percent of consumer choices are driven by unconscious mechanisms rather than rational processes. This means that marketing that focuses solely on the material benefits of a product inevitably misses the opportunity to tune into the deeper decision-making levels of the consumer.

Emotions are activated through sensory triggers such as colors, smells and sounds, which act on memory and instinct. Think of red in the logos of brands such as Coca-Cola or Netflix-a choice that communicates dynamism and energy. Or campaigns that use specific melodies to evoke feelings of calm or excitement. Neuromarketing uses these tools to link products to positive emotional responses, making them more memorable and desirable.

Behavioral psychology and purchase decisions

The contributions of behavioral psychology are essential to understanding why people make certain decisions, often in seemingly unpredictable ways. Daniel Kahneman’s theories, such as those related to fast and slow thinking (System 1 and System 2), offer a fascinating explanation: while System 2 represents rational, slow processes, System 1 is automatic, intuitive, and emotion-driven. It is the latter that marketing relies on to quickly influence the consumer.

Even Richard Thaler, with his studies on behavioral economics, has shown how factors that are not strictly economic, such as past experiences or specific contexts, can guide seemingly logical decisions. For example, a customer who has had a positive experience with a brand will be able to justify a higher price simply because of the trust built up over time.

Memory, emotional associations, and prior experiences reinforce loyalty to brands. This is why many iconic brands, such as Apple or Nutella, rely on emotional narratives that continue over time, creating a sense of familiarity and affection in consumers.

Cognitive biases exploited in neuromarketing

Cognitive biases are systematic distortions in the way we process information and make decisions. Neuromarketing exploits these mental shortcuts to influence consumer choices.

Among the most relevant we can mention:

• Anchoring bias: people tend to give more weight to the first information they see. For example, in a promotion showing a discounted original price, the consumer’s eye immediately perceives the savings, emphasizing the urgency to buy.
• Framing effect: the presentation of a message can influence the consumer’s perception while communicating the same information. For example, “This product consists of 90 percent natural ingredients” is more appealing than “This product contains 10 percent artificial ingredients,” even though both statements convey the same information.
• Scarcity effect: messages such as “Only 5 pieces available!” create a sense of urgency and rarity that drive immediate action, activating primal instincts related to competition for limited resources.

A practical case in point is e-commerce platforms, which integrate timers for expiring offers, making consumers more likely to buy out of fear of missing out.

The role of unconscious emotions

Unconscious emotions are a powerful force shaping our daily choices, and neuromarketing can be used to cater to the different levels of Maslow’s pyramid. In fact, a brand that positions itself on fulfilling needs for self-esteem or self-actualization (higher level) will have a stronger impact than one that targets only primary needs.

An emblematic example is the effect of dopamine, the neurotransmitter linked to the feeling of pleasure and satisfaction. Shopping, for example, stimulates a real “dopamine reward,” prompting consumers not only to buy, but also to repeat the experience.

A significant experiment to explain the role of the unconscious is the $15 and $20 voucher test conducted at Princeton University. When given the choice between “$15 now” and “$20 in two weeks,” most participants preferred the immediate reward, despite the fact that it was objectively less beneficial. This shows how sensitive our brains are to emotional rather than rational stimuli-a mechanism that neuromarketing aims to understand and stimulate through experiences designed to satisfy immediate emotions.

Rituals and brand loyalty

Successful brands not only create products, but also establish rituals that consumers repeat, often unconsciously. A famous example is the one reported by Martin Lindstrom concerning Oreo, a cookie that has become iconic thanks to the “peel, dip and enjoy” mode, which has been turned into a universally replicated ritual. Similarly, Nutella has positioned itself as an essential part of familiar breakfasts, entering the daily lives of millions.

The key concept is that these rituals are not random: they are designed to create an emotional relationship with the brand. Marlboro, for example, over the years has been able to evoke such a strong identity through colors and symbols that it has managed to become instantly recognizable even without displaying the explicit logo. To build this identity, Marlboro has also been able to exploit Jung’s archetype theory , which refers to universal symbols recognized by the public: in this sense, the brand embodies the archetype of the Adventurer or Rebel, using images evocative of freedom and belonging to a more authentic and exciting world. This archetypal positioning not only strengthens the emotional connection with the consumer, but also makes the brand instantly recognizable and memorable, reinforcing the link between habits and emotionality.

Subliminal messages and ethical marketing

Subliminal messages are one of the most discussed, and sometimes controversial, tools in neuromarketing. They are based on the presentation of stimuli below the threshold of conscious perception, yet they can influence our emotions and decisions. One emblematic experiment shows how simply being exposed for a few milliseconds to a smiling face before pouring a drink caused participants to fill their glass more and pay almost twice as much as those who had seen a sad face.

However, the use of these techniques raises ethical questions. Is it right to “manipulate” unconscious emotions to steer consumers toward certain choices? Modern marketing seeks to draw a line between ethical persuasion and manipulation. Using subliminal tools without transparency or in an invasive way can undermine consumer trust and damage brand reputation. This is a crucial issue that continues to be debated, calling for a use of neuroscientific techniques that respects awareness and freedom of choice.

How neuromarketing works: techniques and technologies

Neuromarketing relies on a wide range of advanced technologies to observe the brains, bodies, and emotions of consumers in response to marketing stimuli. From sophisticated tools such as EEG and fMRI to more accessible technologies such as eye tracking, neuromarketing offers methods for investigating unconscious decision-making processes, making it possible to design targeted and more impactful campaigns. Here we explore the main tools used and how they are employed to optimize marketing and communication strategies.

• Electroencephalogram (EEG): measuring instantaneous emotions

Theelectroencephalogram is one of the main tools in neuromarketing to monitor the brain’s electrical activity in real time. Using sensors placed on the scalp, EEG can detect micro-changes in brain waves by interpreting the emotions felt by the consumer, such as excitement, interest or frustration. This technology is distinguished by its ability to capture instantaneous emotional reactions, making it particularly effective for analyzing direct experiences.

For example, EEG is frequently used to test the effectiveness of advertisements, movie trailers, or product prototypes. Suppose you want to measure the emotional impact of a TV commercial: EEG allows you to find out which moments “hook” the viewer’s attention and which ones disconnect it, helping marketers refine the visual message. In addition, this technology can be used in optimizing product design or analyzing web interfaces to improve the user experience by detecting exactly when and where a consumer encounters points of confusion or attraction.

• Functional magnetic resonance imaging (fMRI): what happens in the deep areas of the brain

fMRI is an advanced brain imaging tool that analyzes blood flow in deep areas of the brain, correlating increased brain activity to specific stimuli. While EEG detects surface brain impulses, fMRI goes deeper, allowing it to observe areas such as the amygdala (involved in emotions) and prefrontal cortex (related to decision-making and preference).

Because of its accuracy, fMRI has been used in laboratories to study the brain’s responses to packaging, prices, and advertising messages. For example, one famous study showed how the brain reacts differently when a product is associated with a strong brand: during blind tests between Coca-Cola and Pepsi, brain scans revealed that participants preferred the Pepsi flavor when they were unfamiliar with the brand, while recognizing Coca-Cola activated deeper emotional areas related to memory and affection for the brand.

Despite its high accuracy, the use of fMRI is limited in commercial settings due to the extremely high cost of equipment and the inability to test large samples. However, the results of this technology provide a solid scientific basis for validating many neuromarketing theories.

• Accessible technologies: eye tracking, biometric testing and facial analysis

To make neuromarketing accessible even to smaller businesses, technologies that are less expensive than EEG and fMRI but equally effective for certain types of analysis are increasingly being used. These technologies find application in multiple areas, such as testing the effectiveness of packaging, analyzing the impact of landing pages, and identifying critical issues in digital and physical shopping experiences.

1. Eye tracking: monitors consumers’ eye movements, detecting where their attention is focused as they look at a website, a shelf in a store, or an advertisement. It is particularly useful for identifying which visual elements catch the eye and for optimizing content layout and placement.
2. Biometrics: measures physiological parameters such as heart rate, sweating, and respiratory rate. For example, an increase in skin conductance while watching a commercial suggests strong emotional arousal or interest.
3. Facial analysis: using expression recognition software, facial micro-movements are detected to understand whether a stimulus causes joy, surprise, fear or other emotions, even when the consumer is unaware of it.

Case studies: how global companies use neuromarketing

Well-known case studies show how neuromarketing is already transforming the way products and strategies are designed.

A case in point is Frito-Lay, which used EEG and biometrics to test the emotional impact of its snack packaging. The study revealed that packages with opaque colors and minimalist illustrations evoked more positive responses in consumers than glossy ones, which were considered less reliable. This led the company to redesign its packaging, resulting in increased sales.

Another example is provided by Microsoft, which leveraged neuromarketing to analyze the effectiveness of its Xbox campaigns. Neuroscientific tools showed that interactive ads, combined with visual and auditory sensory elements, promoted greater recall and engagement than more traditional ads.

In web design, neuromarketing has also proven valuable. The use of eye tracking and facial analysis helped companies refine layouts and call-to-actions on landing pages, improving metrics such as conversion rates and bounce rates.

Revolutionary data from neuroscientific product testing

Neuroscientific studies have shown that neuromarketing not only helps measure reactions but also predicts success or failure of campaigns and products. One of the most cited examples is the product placement in American Idol, where EEG and fMRI were used to analyze the impact of three sponsored brands: Coca-Cola, Cingular, and Ford. While Coca-Cola and Cingular achieved high levels of emotional engagement through smooth integration into the show, Ford, relegated to traditional commercials, generated lower or even negative memories.

Another interesting case was the study on Quizmania, a British show being launched in the United States. Viewers connected to EEG devices showed signs of strong emotional involvement, despite declaring little interest in surveys. The neuroscientific data proved more reliable than the conscious responses, predicting the program’s great success in the U.S. market.

As mentioned, studies on cigarette packs also provide a practical example: the use of MRI showed that health warning images paradoxically activated desire centers in smokers, a finding that no questionnaire could have detected.

Mirror neurons: why we behave the way others do

A revolutionary discovery in neuroscience concerns mirror neurons, brain cells that are activated both when we perform an action and when we observe someone else doing it. These neurons underlie empathy and imitation, and exert a fundamental influence on human behavior.

In marketing, this dynamic is harnessed to create campaigns that encourage consumers to identify with the experiences depicted. For example, when an advertisement shows a person feeling relief wearing a pair of comfortable shoes or smiling while drinking a certain beverage, the consumer’s mirror neurons are activated, causing them to perceive the experience as their own. This is why brands such as Apple or Nike often use authentic or famous characters to convey aspirational emotions related to their products.

Another practical case is the adoption of smartphones or technology accessories. When we see that everyone around us is using a specific product, mirror neurons prompt us to conform, perceiving that product not only as desirable, but as an almost obligatory choice. This effect shows how much our behaviors are influenced by subtle dynamics studied and applied through neuromarketing.

Practical applications of neuromarketing for digital marketing

Neuromarketing is not only a tool for analyzing human reactions to traditional advertising campaigns, but it now opens up unexpected perspectives for optimizing content, improving usability and increasing user engagement. Applied to the online world, neuromarketing is in fact intertwined with areas such as SEO, web design , and user experience, helping to capture audience interest and, most importantly, to guide consumer behavior in a measurable way, transforming digital marketing into an effective, emotional, and scientifically optimized experience.

Neuromarketing for SEO: optimizing content for emotion and behavior

In the context of SEO, neuromarketing offers an innovative approach to designing content capable of establishing emotional connections with users. In a simple online search, user decisions are driven by the subconscious mind, often more deeply than we think. It is no coincidence that the funnel today is referred to as the messy middle: among this mess, neuromarketing makes it possible to identify factors that help consumers simplify their choices, such as a compelling emotional narrative or the use of keywords that reduce decision-making stress.

This is where techniques that combine behavioral analysis with refined SEO strategies come into play: choosing the right words, creating persuasive experiences, and optimizing visual forms and content that trigger emotional responses.

A crucial aspect is the choice of keywords, which we know is no longer limited to being a mechanical selection based on search volume. Today we need to delve into the intent behind a user query, identifying which terms not only attract organic traffic, but also connect to emotional needs: in addition to understanding the main type of search intent, in short, we also need to analyze whether there are words in queries related to urgency such as “last,” “unmissable,” or “deadline” that are capable of triggering a sense of scarcity, an emotional trigger that prompts the user to act immediately. This becomes more immediate and clear if we search by questions, thus going directly to see what needs drive people to use Google.

In addition, neuromarketing calls for optimizing copywriting elements that “hold” attention, such as meta descriptions and headlines: an effective headline does not just inform, but captures attention by touching specific emotional chords, ranging from the desire to improve one’s life to the fear of losing something. Persuasive writing also benefits from these techniques, emphasizing symbolic values and visual imagery that harken back to emotions, rather than limiting itself to a rational register.

Landing pages and emotional marketing: capturing attention

The landing page is a point of convergence where neuromarketing becomes essential to turn a user’s simple visit into a true emotional interaction. While attention spans are now cut to the bone, the success of a landing page depends not only on its technical elements, but on its ability to activate specific emotions in the consumer. Colors, visual textures, images, down to call-to-action buttons are all tools through which marketers can activate neurological engagement mechanisms.

For example, colors such as red can stimulate energy and urgency, while blue conveys confidence and trust. Call-to-action buttons designed with contrasting tones to the background, combined with a verbal message that accentuates immediate benefits (“Start now!” or “Try for free today!”), make a conversion more likely.

One of the most effective methods of combining neuromarketing insights with direct experimentation is A/B testing, which allows variations of a web page or CTA to be compared. By measuring metrics such as engagement and conversions, this tool helps identify solutions that resonate best with audiences.

It is Martin Lindstrom again who highlights how rituals and habits can turn interaction with a brand into an almost religious experience. The idea that a consumer follows a specific emotional pattern is crucial: just think of the success of Starbucks, built around the habit of a ritual “coffee break” that uses standard cups and layouts to evoke normalcy and peace. This concept applies perfectly to landing pages: creating an easily recognizable and consistent “ritual” layout immediately facilitates identification and trust, increasing the likelihood of success.

Neuromarketing for building branding

Modern branding is not just about creating an eye-catching logo or choosing a recognizable color: it is about building an identity capable of activating memorable emotions and experiences. Neuromarketing offers new tools to strengthen the bond between brand and consumer by leveraging emotional, sensory and unconscious elements capable of creating lasting connections.

More than simply reproducing a logo that is visible at all touchpoints, neuromarketing explores how branding can activate positive memories and lasting emotional associations, tying the brand to consumers’ personal experiences.

At the heart of building an effective brand are emotions. Neuroscientific studies show that associating a product with positive emotions — for example, the happiness in a family’s smiles in an advertising campaign or the sense of belonging conveyed by an influential testimonial — promotes brand storage in areas of the brain dedicated to long-term memory, more effectively than focusing solely on the functional benefits of one’s products. This principle underlies global campaigns of brands such as Nike or Apple, which turn their products into symbols of aspiration, determination and uniqueness.

Brand building thus takes place on multiple levels:

• Memory and association: making positive connections between a product and a moment in consumers’ lives helps the brand to be perceived as an integral part of their emotions. For example, Coca-Cola promotes not just a drink, but the meaning of “sharing” and “happiness.”
• Emotional narratives: the most successful brands convey stories that are intertwined with consumers’ personal experiences, offering not just products but a recognizable way of life.
• Symbols and shared values: brands such as Marlboro have integrated iconic colors and atmospheres that evoke freedom and adventure without the need for the explicit logo, building a connection in the unconscious that resists even regulatory or market changes.

In addition, neuromarketing techniques such as unconscious emotion analysis and the strategic use of sensory triggers can strengthen brand awareness and positively influence brand image, transforming the brand into a reference point in the consumer’s mind.

One of the most powerful tools for strengthening brand identity, according to neuromarketing experts, is the use of long-term emotions. By associating the brand with predominant memories in the consumer’s mind (such as nostalgia or belonging), it will position itself not only as a choice, but as an inescapable reality in the user’s life.

Multisensory branding: activating emotions with scents and sounds

One of the less conventional, but perhaps more powerful, tools of neuromarketing is multisensory branding, which seeks to stimulate the five senses to evoke subconscious memories and decisions. Scents, sounds and textures can trigger unique emotional reactions, bypassing the user’s rational awareness and entering directly into the circuits of memory and emotion.

A case in point is British Airways lounges, where a subtle meadow scent was introduced to communicate relaxation and welcome. This type of multisensory branding, while more common in physical contexts, is also emerging in digital, adapting the concept to the user experience. For example, websites may use “clean” designs with psychologically designed color combinations or interfaces that simulate fluidity to activate positive feelings.

Sound also plays a key role. In many supermarkets, targeted playlists directly influence buying behavior: classical music encourages more thoughtful, higher-priced purchases, while lively rhythms speed up decisions, increasing product rotation on the shelves. In the digital world, jingles or short soundbites associated with brands (think of the sound that accompanies Netflix’s startup or Intel’s audio logo) create immediate connections with consumers, branding brand identity in aural memory.

Adapting multisensory branding toonline can design web experiences that use engaging layouts, strategically placed CTAs (call-to-actions), and linear interfaces that reduce “visual noise,” creating digital spaces that communicate serenity or urgency based on the marketing objective.

Ethics and limitations of neuromarketing

We have written it before: neuromarketing represents an opportunity for companies to gain a deeper understanding of consumer needs and desires, but this discipline is not without its critical issues. The use of neuroscientific techniques to influence purchasing behavior raises ethical and scientific questions, involving both the limits of neuromarketing as a discipline and the potential impact on the consumer.

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On the one hand, neuromarketing technologies reshape the way brands communicate and engage their audiences. On the other, the collection and use of data obtained from neuroscientific experiments require transparent and responsible management to avoid abuse. In this section, we analyze the main criticisms aimed at the discipline and the ethical frameworks developed to safeguard consumers.

Criticisms and controversies in neuromarketing

One of the main criticisms of neuromarketing concerns the margins of interpretation of neuroscientific data, which are sometimes still considered inaccurate. Some academics accuse the discipline of being premature and insufficiently validated against the complexity of the human brain. For example, experiments using EEG or fMRI can observe patterns of brain activity, but they do not guarantee that this information will be interpreted correctly or that it can be directly applied to marketing strategies. In fact, neuroscience itself admits that it still has a partial understanding of how the brain works, especially in areas such as the subconscious mind and emotion processing.

Another point of criticism concerns the presence of experiments with little transparency or controversial results. For example, the famous study of cigarette packs with anti-smoking health images, analyzed by MRI, showed that those messages, rather than deterring, activated the desire centers in smokers’ brains. This opened the debate about the real reliability of certain experiments and how they can be interpreted in different ways depending on the point of view (scientific, commercial or ethical).

In addition, more invasive methods, such as studies based on amygdala activation or subcortical patterns, raise questions about the boundary between scientific analysis and emotional manipulation. Academics such as Hilke Plassmann have pointed out that neuromarketing, if used without rigor or for purely manipulative purposes, risks losing credibility by turning into a pseudo-science.

Another controversy historically related to neuromarketing is the debate over subliminal messages. Although widely banned in many countries, the idea that stimuli below the threshold of conscious perception can influence purchase choices has always raised concerns. Experiments such as those conducted through “invisible” faces that evoke unconscious emotions (e.g., sad or smiling faces shown for a few milliseconds) show that these techniques work, but they raise questions about transparency and the effect they may have on unconscious consumers. This kind of approach raises real questions of moral responsibility.

Safeguarding the consumer: the role of ethics

The growing adoption of neuromarketing by companies has made clear the need to establish clear ethical rules to guide its responsible use. To this end, a number of codes and guidelines, such as theEthical Guideline in Neuromarketing (EGNM), developed by the Neuromarketing Science & Business Association (NMSBA), have been introduced that focus on principles such as transparency, respect for privacy, and informed consent.

The main guidelines of the EGNM include:

• Informed consent: participants in neuromarketing studies should be fully aware of the purpose of the tests and the data collected.
• Privacy and data protection: personal and sensitive information should be handled with extreme care and always in accordance with the General Data Protection Regulation (GDPR) or specific local regulations.
• Non-manipulation: techniques should not aim to coerce consumers’ choices, but rather enhance their experiences.

The issue of transparency is particularly sensitive. For example, a consumer who relies on e-Commerce may not be aware that they are being monitored through eye tracking or biometric analysis to measure their level of interest. While this technology can improve usability and personalize the experience, it is critical that the user be informed about how this data is collected and used.

Subliminal messages and manipulation of unconscious emotions

A concrete example of ethical debate concerns the use of subliminal stimuli or the manipulation of unconscious emotions. While some techniques, such as triggering positive reactions through specific colors or sounds, may be considered acceptable, other operations that go beyond the threshold of awareness risk compromising consumer trust. Neuromarketing is in an ambivalent position here: on the one hand, it can optimize experiences based on customers’ real needs; on the other hand, it could be used to exploit cognitive vulnerabilities.

One example is the integration of the scarcity effect into marketing messages, such as phrases like “Only 3 pieces left!” or countdowns visible on a landing page. Although such techniques are effective and widely used, they pose the question of how ethically correct it is to play on consumers’ emotional pressure to manipulate them.

FAQ: frequently asked questions about neuromarketing.

Neuromarketing arouses great curiosity and raises many questions, both because of its practical application in the marketing world and because of the ethical implications and technological opportunities it offers. Having explored the discipline, its tools and applications in detail, we now try to clearly answer the most common questions, helping to shed more light on how neuromarketing can be used, integrated and understood by both large companies and smaller entities.

We will delve not only into its benefits and potential, but also its limitations and challenges in its development.

1. What is neuromarketing?

Neuromarketing is the application of neuroscience to marketing, which studies how the human brain responds to stimuli such as advertising, packaging, visual content and design. Through scientific tools-such as electroencephalography (EEG) and functional magnetic resonance imaging (fMRI)-neuromarketing analyzes the unconscious processes and emotions that drive purchasing decisions, enabling optimization of communication and marketing strategies to create more engaging and effective experiences.

2. What is neuromarketing used for?

Neuromarketing is used to understand the unconscious processes that drive purchasing decisions by analyzing how external stimuli-such as sounds, colors, images, or words-influence emotions and behaviors. Using advanced scientific tools, this discipline makes it possible to optimize advertising campaigns, product design, website structures and packaging, increasing consumer engagement and improving business strategies.

3. Is it also useful for small businesses?

Yes, neuromarketing can also be useful for SMEs. More affordable tools such aseye tracking,facial analysis or digital usability testing allow websites, drive-to-store and local campaigns to be optimized without requiring large budgets. For example, an ecommerce business can use digital user behavior analytics to improve product placement and simplify the buying process, increasing conversion at low cost. Or, a local small business can use these techniques to optimize digital advertising campaigns, improve the user experience of its website or strengthen its branding through specific emotional elements. Often, small changes based on these analyses can generate significant results.

4. What measurement techniques does neuromarketing use?

Measurement techniques in neuromarketing include advanced tools such as:

• Electroencephalogram (EEG): to monitor brain activity in real time.
• fMRI: to map reactions in deep areas of the brain.
• Eye tracking: to study visual attention points.
• Facial analysis: to detect emotional micro-expressions.
• Biometric measurements: such as heart rate and sweating to assess the intensity of the emotion felt.

5. How do EEG and fMRI work in neuromarketing?

Electroencephalography (EEG) and functional magnetic resonance imaging (fMRI) are neuroscientific technologies used in neuromarketing to study brain activity.

• EEG, using electrodes placed on the scalp, detects electrical impulses representing emotions and attention levels in real time. It is used to analyze advertisements, product prototypes and visual designs.
• ThefMRI, which measures blood flow in deep areas of the brain, offers detailed mapping of how specific stimuli activate emotions, memories and cognitive reactions. It is particularly useful for experiments related to branding and product preferences, although it is less accessible due to high costs.

6. What are the advantages over traditional marketing?

Compared to traditional marketing, neuromarketing offers a deeper, more scientific understanding of consumer choice, relying on objective data (neurological analysis and biometrics) rather than subjective, often unreliable statements. This approach allows for more targeted campaigns, better measurement of effectiveness, and more accurate ROI (return on investment) through strategies optimized based on actual audience reactions.

7. Can neuromarketing be integrated with CRM data?

Yes, neuromarketing can be integrated with data collected in CRMs to provide a richer analysis of customer behavior. For example, by combining emotional responses detected through neuromarketing tests with behavioral data on buying patterns, personalized campaigns can be designed to more effectively meet customer needs.

8. Can neuromarketing predict future behaviors?

Yes, through analysis of emotional and cognitive responses to stimuli, neuromarketing can anticipate which campaigns, products, or visual elements resonate most with audiences. However, the prediction is not foolproof; it is more of an estimation based on behavioral patterns detected by experiments and neurological data.

9. What is sensory marketing for?

Sensory marketing aims to stimulate the consumer’s senses-sight, hearing, touch, taste and smell-to create an immersive and memorable experience. For example, a specific scent in a store can increase positive brand perception and impulse buying. Neuromarketing helps define which sensory stimuli are most effective and how to strategically integrate them into shopping experiences, both online and offline.

10. Are visual stimuli the most effective?

Visual stimuli are among the most powerful in marketing because they activate areas of the brain related to memory and emotion processing. However, their impact can be enhanced when combined with other forms of sensory stimulation, such as sounds or scents, creating a complete multisensory experience. For example, bright colors or contrasting graphic elements in packaging accompanied by a catchy melody can enhance the perception of a product’s value.

11. How to use neuromarketing for effective digital strategies?

To make digital strategies more effective, neuromarketing can:

• Optimize landing page design to reduce decision-making stress.
• Design messages that activate desired emotions in the consumer and encourage conversion.
• Test elements such as image placement, CTA colors and headlines with eye tracking tools.

This maximizes engagement and improves performance metrics.

12. How to link neuromarketing to SEO?

Neuromarketing integrates with SEO in optimizing content and designing digital experiences that more effectively capture users’ attention and emotion. For example, you can analyze search intent (search intent) and select keywords that not only attract traffic but also generate an emotional connection with the audience. In addition, CTAs, titles and meta descriptions that stimulate curiosity or urgency work better with an emotionally targeted description.

13. How does neurobranding work?

Neurobranding harnesses unconscious emotions and associations stored in the brain to build positive and lasting perceptions of the brand. Through techniques such as the use of evocative colors, catchy sounds, and emotional narratives, brands create a connection that transcends the function of the product itself. One example is Apple, which manages to be associated with concepts of innovation and simplicity, driving consumers to desire it not only as a product, but as status and identity.

14. Can brands really transform themselves into spiritual experiences?

Yes, some brands manage to build such a strong relationship with consumers that they transform into quasi-spiritual experiences. Neuroscientific studies show that the most powerful brands activate the same brain areas involved in feelings of religious faith. Brands such as Apple, Nike and Coca-Cola use narratives, symbols and shared values to create an emotional connection so strong that consumers identify with them not just as customers, but as members of a community.

15. What is the role of unconscious emotions in purchasing decisions?

Unconscious emotions are the main driver of purchasing decisions. According to neuroscientific studies, 95 percent of consumer choices are driven by unconscious processes. These mechanisms are activated through external stimuli that may evoke memories, desires or positive feelings. For example, a product may be more desirable because of packaging that recalls a pleasant past experience. Brands that can build strong emotional connections are able to affect consumer preferences more deeply.

16. Why can’t consumers explain their choices?

Consumers often fail to explain their choices because they are the result of unconscious and emotional processes, which do not emerge in the sphere of rationality. During a purchase, the brain relies on fast and emotional pathways (as described by Kahneman in System 1 concepts), while users’ conscious explanations tend to be posthumous rationalizations. This explains why answers given in surveys or focus groups often do not correspond to actual behaviors.

17. How much do rituals matter in consumption behaviors?

Rituals have a huge impact on consumption behaviors because they create habits that reinforce loyalty to brands. Everyday practices, such as making a Nutella breakfast or peeling off and dipping an Oreo cookie, transform consumption into a meaningful and memorable experience that goes beyond the simple utility of the product. Rituals, cultivated through targeted marketing strategies, emotionally bind consumers to a brand, making it an integral part of their routine.

18. Do sexual references in advertising still work?

Sexual references may attract attention, but their actual ability to enhance recall and perception of a product is limited and context-dependent. Neuromarketing studies show that sexual innuendos often distract consumers from the advertising message, focusing them on the provocative element rather than the product or brand. Moreover, in today’s campaigns, consumers increasingly value authentic and inclusive messages. Simple sexual provocation without a clear link to the product risks being ineffective or, in some cases, counterproductive.

19. Does neuromarketing violate users’ privacy?

It depends on how it is used. If techniques are applied without consent or transparency, neuromarketing risks violating privacy. However, codes of ethics and regulations such as the GDPR ensure that the data collected are processed anonymously and in accordance with the law. Companies must state purposes and obtain informed consent to avoid violations and maintain consumer trust.

20. Is neuromarketing manipulation?

No, neuromarketing should not be considered a form of manipulation, but it depends on how it is applied. The goal should be to use neuroscientific findings to improve the consumer experience and create campaigns that respond to the consumer’s real needs and desires. Manipulative techniques, on the other hand, rely on exploiting unconscious vulnerabilities and can undermine trust. This is why transparency and adherence to ethical codes, such as those proposed by the Ethical Guideline in Neuromarketing (EGNM), are critical.