Neuroscience of Sales and Leadership Training Speaker

Can Neuromarketing Manipulate Consumers to Buy?

Buying decisions are influenced by numerous factors. Helping your customers make those decisions and creating an enjoyable experience are good for both businesses and consumers.

The bogus claim of a “buy button” in the brain is misleading and manipulative. It shows a complete lack of an understanding of the complexity of consumer decision-making.

In 1957, there was extensive news coverage of “subliminal perception” in advertising. It was supposed to use quick flashes of language to get people to take some unconscious action. McDonald Vicary, a market researcher, claimed he had tested the technique. In a movie theater the words “THIRSTY DRINK COCA-COLA” were supposedly displayed for 3 milliseconds during a film.

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He claimed that Coca-Cola sales in the theater rose 18% due to this. There was a nationwide backlash against manipulation of people’s minds. In 1963, however, Vicary admitted that the entire thing was a public relations hoax, meant to boost his own business. It never happened.

Can Neuromarketing Manipulate Consumers Buy?

Some people have expressed similar concerns about the use of brain research in marketing. They worry that consumers may be manipulated into buying what they don’t want. It doesn’t work that way at all. It can only nudge consumers gently into making decisions. Best of all, it can guide businesses in providing products and services that consumers truly want.

With insights into consumer decision-making, businesses can create a better customer experience that motivates people to buy. Businesses can also remove the hurdles that prevent customers from buying.

All marketing aims to convince consumers to act. Through trial and error, focus groups and consumer surveys, businesses seek to find out what consumers like or dislike. Neuromarketing simply offers science-based ways to do that better.

Choose an Ethical Neuromarketing Company

Neuroscience-based marketing is a new development. Successful companies like Amazon, Facebook, BMW, Coca Cola and PayPal actively use these science-based techniques to outsell their competitors. Smaller companies often choose to outsource this effort. A few independent Neuromarketing firms are available. They are helping businesses apply the latest research to their sales efforts. Ethics are important to your company’s business. You should expect your Neuromarketing partner to verify its commitment to meeting the highest ethical standards.

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