Key neurological factors in consumer decision

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THINK’ Tapping and translating brain signals. Harnessing brain activity to understand consumer behavior. In-depth insights and understanding of brain (neuro) reactions/responses. Navigating through consumers’ minds to build connections. -making. Example The popular streaming service Netflix utilizes the “THINK” dimension of neuromarketing by offering multiple subscription tiers with varying features and prices. When users are presented with these options, they rationalize to choose the tier that best aligns with their needs and budget. Imagine a Netflix subscription with three options: Basic plan: Standard definition, one screen at a time, at $9.99/month.

Standard plan: High definition, two screens at a time, at month. Premium plan: Ultra HD, four DB to Data at a time, at $17.99/month. The Standard plan serves as the bait in this scenario. By positioning it between the Basic and Premium plans, Netflix nudges users toward the Premium plan, which offers more features for a slightly higher price. At first, users may be tempted to go with the Standard plan, but the bait-and-switch effect makes the Premium plan look more appealing. This is known as a decoy effect in marketing (a.k.a., the asymmetric dominance effect), a form of cognitive bias observed in decision-making, according to Forbes.



It occurs when a person’s preferences between two options are altered by introducing a third, seemingly less attractive option. The third option, called the “decoy,” is intentionally designed to make an otherwise attractive alternative look more appealing. ‘FEEL’ Fostering emotional connections with neuroscience. Extracting emotional significance for branding. Empathizing with consumers through emotions. Leveraging emotional insights to enhance loyalty. Example Spotify enhances the “FEEL” dimension of the neuromarketing strategy. Spotify creates a deep and meaningful connection beyond music by engaging users’ emotions and senses. Fostering a sense of nostalgia, excitement and emotional engagement with its platform.