Neuromarketing perspective on Black Friday
Even after a few days, the euphoria generated by Black Friday offers is still here. Diana Lucaci (CEO True Impact Marketing) was invited to The Current on CBC Radio One to provide a Neuromarketing perspective of Black Friday. You can listen to the full podcast about Black Friday shopping below (or starting from minute 9.30 for the neuromarketing part).
Acording to Diana, neuromarketing is the next generation of market research and another tool that marketers and advertisers have at their disposal in order to measure customers’ brain reactions to specific stimuli (like packaging, advertising or marketing elements) using brain imaging devices. In fact, research indicated that brain activity is a predictor of future purchasing behavior. On understanding how people make decisions (based on emotions) on Black Friday, when they are bombarded with many messages and have many things to look at, it is important to identify if something is a need or just a want; otherwise, we won’t be able to stay away from Black Friday offers. There is a part of the brain called the reward pathway, which receives an increased dose of dopamine, causing the rush that we feel with new and exciting products. So before the brain comes up with a logical reason to make a decision, the emotional brain usually has already made the decision.
