UNDERSTANDING CONSUMER PREFERENCES THROUGH NEUROMARKETING ANALYTICS

In Neuromarketing research, emotion, brand recognition and personalisation all have a role to play in driving consumer behaviour. We can learn from cases such as Coca-Cola’s brand preference and targeted advertising, or Amazon’s neuromarketing approach, that emotions and brand loyalty drive purchases. More research confirming this already exists, which shows that branding can be used to replace product features, emotional advertising increase brand recall and purchases, and personalisation enhances consumer attachments. Neuromarketing measures such as EEG and fMRI expose unconscious responses to optimise marketing. These findings in general point towards emotional and targeted marketing as a way to generate customer loyalty.

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