{"id":170,"date":"2019-12-10T09:54:32","date_gmt":"2019-12-10T02:54:32","guid":{"rendered":"https:\/\/vanphongao.vn\/?p=170"},"modified":"2025-08-29T22:13:26","modified_gmt":"2025-08-29T15:13:26","slug":"448-chia-khoa-giai-ma-bo-nao-khach-hang","status":"publish","type":"post","link":"https:\/\/vanphongao.vn\/en\/chien-luoc-kinh-doanh\/448-chia-khoa-giai-ma-bo-nao-khach-hang.html","title":{"rendered":"The key to decoding the customer brain"},"content":{"rendered":"

A field called NeuroMarketing \u2013 a combination of neuroscience, marketing and technology \u2013 has emerged and is gaining traction in many industries and businesses.  <\/em>The latest research on this particular marketing trend can help you turn prospects into paying customers, and build lifelong loyalty with your most raving customers. <\/p>\n\n\n\n

Neuromarketing: The Key to Unlocking Your Customer's Brain!<\/strong><\/p>\n\n\n\n

In traditional marketing, we are told that\u2026 \u201cfollow the proven formula of engaging headlines, benefits, and guarantees, and then a call to action, and your sales will skyrocket.\u201d Indeed, even top marketers can attest that successful campaigns rely on those elements to some extent. But not all campaigns are created equal.<\/p>\n\n\n\n

And until now\u2026<\/strong><\/p>\n\n\n\n

Neuroscience and behavioral science \u2013 such as NLP (Neuro Linguistic Programming) \u2013 all confirm that:<\/p>\n\n\n\n

\u201cOur subconscious mind \u2013 not our conscious mind \u2013 drives how we respond to ads, brands, products, and ultimately all of our purchasing decisions. Customers don\u2019t really know why they buy what they buy, which is why traditional marketing research often doesn\u2019t work.\u201d<\/p>\n\n\n\n

The structure of the brain itself will be the clearest answer to this question that many marketers are interested in.<\/p>\n\n\n\n

The brain and purchasing decisions<\/strong><\/p>\n\n\n\n

According to neuroscientists, the brain has three main components, each with a separate function. These \u201cbaby brains\u201d \u2013 hidden inside the big brain \u2013 include:
The \u201cHuman\u201d (\u201cNew\u201d, or Outermost) Brain: The most evolved part of the brain is known as the cerebral cortex. Responsible for logical thought, consciousness, language, learning, and human personality.
The \u201cAnimal\u201d Brain (Middle): Known as the human response system. Responsible for emotions, moods, memory, and hormones.
The \u201cReptilian\u201d (Old) Brain: Known as the natural control over basic human survival functions such as hunger, breathing, reflexes, or the instinct to avoid danger.
While Neuromarketing is still a very new field with many unanswered questions, one thing is pretty clear and well-documented: The \u201cReptilian\u201d Brain (aka the \u201cOld\u201d Brain) drives consumer purchasing decisions.

According to author Erik du Plessis in his book The Advertised Mind, the \u201cReptilian\u201d brain governs all rapid decision-making. And Clotaire Rapaille \u2013 president and marketing researcher of Archetype Discoveries Worldwide affirmed in a television interview: \u201cThe reptilian always wins. I don\u2019t care what you intellectually tell me. Why? Because the reptilian always wins.\u201d To increase sales, loyalty and brand, you must understand the \u201creptilian hot spots\u201d of customers. A \u201ccortical\u201d message such as \u201cBuy my product because it\u2019s cheaper than 20%\u201d will not buy consumer loyalty. The company that evokes the first \u201creptilian\u201d reactions will win. That is why Coke continues to lead the soft drink market after many years.<\/p>\n\n\n\n

The Reptilian Brain and Profits: 7 Unignorable Factors About How and Why Consumers Buy<\/strong><\/p>\n\n\n\n

Our \u201cold\u201d brain often overrides logical thinking and guides all purchasing decisions for reasons beyond rational awareness. To influence consumer purchasing decisions, businesses must understand how the \u201creptilian\u201d brain operates and speak its language. And there are 7 important issues about this brain that need to be thoroughly addressed to help add business value to the enterprise.<\/p>\n\n\n\n

1. The \u201creptilian\u201d brain is driven by emotions<\/p>\n\n\n\n

Our \u201creptilian\u201d brain operates on autopilot, like a stimulus-response machine. Emotions arise naturally in response to sensory stimuli. The smell of the store, the sounds around us, the landscape of the area\u2026 all trigger unconscious emotional responses.<\/p>\n\n\n\n

Emotions play a big role in our purchasing decisions. Business experts remind us that in today's economy of excess, consumer sentiment will drive purchasing decisions and profit numbers.<\/p>\n\n\n\n

The new imperative for businesses is to reach out and engage the emotions of consumers.<\/p>\n\n\n\n

Welcome to the \u201cEmotional Economy\u201d.<\/p>\n\n\n\n

Lesson learned: The more emotions you stir up around your product or service, the more likely you are to win customers' hearts and influence their buying behavior.<\/p>\n\n\n\n

2. The \u201creptilian\u201d brain determines the fundamental balance between gains and losses.<\/p>\n\n\n\n

The two basic factors that drive all human behavior and decisions are the search for pleasure and the avoidance of pain or loss. According to Kevin Hogan, author of The Science of Influence, most people respond to the fear of loss and the threat of pain in a more specific way than they do to the acquisition of something.<\/p>\n\n\n\n

Consumers are more focused on avoiding pain or loss than on feeling good about a decision. The 2.5:1 difference between avoiding loss and feeling good shows the importance of loss in the consumer brain. How to win and strike a balance on the pain, loss & gain gap?<\/p>\n\n\n\n

Lesson learned: Renowned marketing expert Seth Godin explains through his Joy\/Cash Curve that high-value purchases often create more purchase pain\/loss.<\/p>\n\n\n\n

Seth Godin\u2019s solution is for businesses to add more benefits, joy, and satisfaction to the shopping process. According to Godin, when businesses create joy in shopping, they actually reset the customer\u2019s \u201cvalue metric.\u201d Looking for ways to add joy to your shopping process?<\/p>\n\n\n\n

3. The \u201creptilian\u201d brain is heavily influenced by beginnings and endings.<\/p>\n\n\n\n

Studies have shown that the beginning and end of an event or experience change our perception of the entire experience. Our initial impressions serve as filters for how we perceive what to do next. Recent experiences carry greater weight in our final impressions.<\/p>\n\n\n\n

Lesson learned: In marketing, for a business's message to be accepted, it is important to create a strong first impression \u2013 it could be a compelling story, a friendly smile, etc.<\/p>\n\n\n\n

Likewise, whether a customer has a pleasant or unpleasant experience with a product or business, the most recent experience will have a greater influence on future purchasing decisions than all previous experiences combined.<\/p>\n\n\n\n

What impressions can businesses leave on customers in the first few minutes of meeting or in the first few sentences? How does the most recent customer contact boost or destroy a customer's repeat purchase?<\/p>\n\n\n\n

4. The \u201creptilian\u201d brain is visually oriented and responds quickly to images.<\/p>\n\n\n\n

From the moment we are born, we can see images and associate their meaning. In communication, we are taught that the 65% of the way our messages are received is through our natural physiological factors (or through the visual organ.

Many studies have also shown that someone\u2019s first impression of us is based largely on our physical appearance. In each case, it is our \u201creptilian\u201d brain that responds quickly to the visual system, not the auditory system. Language is the domain of the cerebral cortex (the \u201chuman\u201d brain) and comes second in the purchasing decision process.<\/p>\n\n\n\n

Lesson learned: Push and deliver your key marketing messages visually, such as product designs, advertising imagery, packaging, etc. Where can you push the visual aspect of your brand and emotional connections with customers?<\/p>\n\n\n\n

5. The \u201creptilian\u201d brain perceives \u201cshopping pain\u201d in relational terms, not in exact terms.<\/p>\n\n\n\n

Neuroscience tells us that \u201cpain\u201d in the \u201creptilian\u201d brain is activated primarily by price, not in clear-cut terms but in relative terms, such as fairness & injustice, or alternative uses of money.<\/p>\n\n\n\n

So how businesses interpret or frame prices can drive customers away. How can businesses minimize the activation of price-related pain points in customers' brains?<\/p>\n\n\n\n

Lessons Learned: From various articles and comments by experts on the site http:\/\/www.neurosciencemarketing.com\/<\/a>, key strategies include:
Stay away from the price factor as much as possible (which triggers pain in the \u201creptilian\u201d brain).
Use \u201cbundle\u201d pricing versus individual component pricing (because individual component pricing is more painful in the \u201creptilian\u201d brain).
A series of small, incremental \u201cbite-size\u201d investments instead of one large Netflix-style investment.<\/p>\n\n\n\n

6. The \u201creptilian\u201d brain only understands what is tangible, physical and concrete.<\/p>\n\n\n\n

According to Patrick Renvoise, the \u201creptilian\u201d brain constantly registers what is familiar and tangible. It does not understand numbers or abstract terms such as \u201cholistic solutions\u201d or \u201cintegrated approaches.\u201d<\/p>\n\n\n\n

Lesson learned: To speak to the \u201creptilian\u201d brain, businesses must use tangible benefits, which are what a customer will see, hear, feel, smell, and touch.<\/p>\n\n\n\n

For example, a promise of \u201cgreater happiness\u201d is a gibberish to the reptilian brain. Instead, tell customers how they\u2019ll wake up every morning with a smile on their face. Or use metaphors (like your service as a \u201cCadillac\u201d offering) to make the benefits more tangible.<\/p>\n\n\n\n

7. The reptilian brain's control over purchasing decisions varies by culture.<\/p>\n\n\n\n

According to market researcher Clotaire Rapaille, some cultures are very \u201creptilian,\u201d such as American culture. Americans want instant payoff and instant gratification.<\/p>\n\n\n\n

Meanwhile, many other cultures, such as France or Germany, are more \u201ccortical\u201d and control-oriented. Their tendency is to think about what they are doing.<\/p>\n\n\n\n

Lesson learned: Businesses need to adapt their marketing communications to each culture and the part of their brain that guides purchasing decisions. Use emotional appeals with Americans and logical reasoning with European cultures.<\/p>\n\n\n\n

While Neuromarketing is still in its infancy, it has the potential to revolutionize the way we market our products and services. The key is to use it for the right reasons. And from there, Neuromarketing is seen as a way to better understand your customers and ultimately serve them better. When used correctly, it can have a huge impact on your business\u2019s revenue and profits.<\/p>\n\n\n\n

Source:<\/em> Administration<\/strong> <\/p>","protected":false},"excerpt":{"rendered":"

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