Modern marketing is increasingly turning to neuroscience to understand and influence consumer behavior. The study by Fabiano de Abreu Rodrigues, Eduardo Antonio de Sousa Campos and Jennifer Aline Silva de Paula (2022), published in RECISATEC – Revista Científica Saúde e Tecnologia, explores how neuroanatomy can be used as a strategic tool in marketing, focusing on manipulation of happiness neurotransmitters, especially dopamine, to create more effective campaigns.
Neurotransmitters and Consumer Behavior
Neurotransmitters are essential in communication between neurons and other cells in the body. Among them, dopamine stands out for its role in the reward and motivation system. Dopamine is released in response to stimuli that the brain perceives as rewarding, encouraging repetitive behaviors. In marketing, strategies that increase dopamine can lead to an increase in purchasing motivation and consumer satisfaction(184+-+NEUROANATOMY+COM…).
Dopamine: The Marketing Neurotransmitter
Dopamine is the easiest neurotransmitter to modulate through marketing techniques. Campaigns that use sounds, interactions and visual storytelling are effective in increasing dopamine levels, creating a rewarding experience for the consumer. Dopamine is linked to pleasure and learning, which means that techniques that activate this neurotransmitter can make the shopping experience more engaging and memorable(184+-+NEUROANATOMY+COM…).
Consumer Interaction Strategies
To optimize marketing strategies, it is essential to consider four factors of interaction with the consumer: interactivity, experimentation, connection and reward. Interactivity can be promoted through use tests and practical experiences with the product. Experimentation involves testing the product under controlled conditions. The connection is stimulated by continuous and personalized interactions, while the reward can be materialized in gifts or special offers(184+-+NEUROANATOMIA+COM…).
Personalization and Personality Maps
The study of human behavior through neuroanatomy also allows the creation of personas and the mapping of personality profiles, including personality disorders. Knowing consumers’ personality traits helps personalize marketing approaches, making them more effective. For example, campaigns that aim to increase trust and emotional connection can release oxytocin, another happiness neurotransmitter, which strengthens social bonds and trust(184+-+NEUROANATOMY+COM…).
Practical Applications: Price and Gifts
Price is a crucial factor in the purchasing decision and is directly related to the brain’s reward system. Pricing strategies that reframe perceived value, such as the use of psychological prices, can increase the release of dopamine and, consequently, purchase motivation. Furthermore, giveaways and seasonal promotions are effective in activating the same region of the brain, creating a sense of exclusivity and desire for the product(184+-+NEUROANATOMY+COM…).
Conclusion
Neuroanatomy provides a scientific basis for developing more effective marketing strategies, focusing on manipulating neurotransmitters such as dopamine to influence consumer behavior. By understanding how different areas of the brain respond to marketing stimuli, companies can create more engaging and personalized campaigns, increasing customer satisfaction and loyalty.
Reference:
RODRIGUES, F. de A.; CAMPOS, EA de S.; SILVA DE PAULA, JA Neuroanatomy as a strategic vehicle in marketing. RECISATEC – Scientific Journal of Health and Technology, v. 2, no. 9, p. 1-8, 2022. Available at: https://doi.org/10.53612/recisatec.v2i9.184. Accessed on: 13 Oct. 2023.
Dr. Fabiano de Abreu Agrela Rodrigues MRSB holds a post-PhD in Neuroscience and is an elected member of Sigma Xi – The Scientific Research Honor Society (more than 200 members of Sigma Xi have received the Nobel Prize), as well as being a member of the Society for Neuroscience in the United States, the Royal Society of Biology and The Royal Society of Medicine in the United Kingdom, the European Society of Human Genetics in Vienna, Austria, and the APA – American Philosophical Association in the United States. He holds a Master’s degree in Psychology and a Bachelor’s degree in History and Biology. He is also a Technologist in Anthropology and Philosophy, with several national and international degrees in Neuroscience and Neuropsychology. Dr. Fabiano is a member of prestigious high IQ societies, including Mensa International, Intertel, ISPE High IQ Society, Triple Nine Society, ISI-Society, and HELLIQ Society High IQ. He is the author of more than 300 scientific studies and 30 books. He is currently a visiting professor at PUCRS in Brazil, UNIFRANZ in Bolivia and Santander in Mexico. He also serves as Director of CPAH – Centro de Pesquisa e Análises Heráclito and is the creator of the GIP project, which estimates IQ through the analysis of genetic intelligence. Dr. Fabiano is also a registered journalist, having his name included in the book of records for achieving four records, one of which is for being the greatest creator of characters in the history of the press.