Do Discount Signs Stop Thinking?
With the plastic currency, the consumer is shifting the loss of money into the future. That’s why consumers who pay by credit card are happier, says PM Magazin, describing the results of neuromarketing research.
“Neuromarketing is still basic research,” explains Bernd Weber, head of the “Neurocognition/Imaging” research department at Life & Brain in Bonn. It is obvious that marketing through neuromarketing will improve in the future. “Because we understand the processes in the brain better,” explains Weber. Findings from neuromarketing that could be useful for advertising are already available today. People often act against better knowledge – and are happy with it.
Weber had test subjects buy a piece of music at a fictitious reduced price: 43 cents. If the buyer then found out that the price is normally one euro, the “satisfaction with subsequent purchases” in the brain was high. If the original price was only 50 cents, post-purchase satisfaction was lower. The knowledge that this is an advertising trick does not protect the consumer, comments Weber. “Our reward system kicks in regardless.”
The magazine cites Stanford researchers who have discovered that men with erotic images in their minds tend to be more risk-averse. For banks, this could mean that it is worth making advertising sensual, especially for risky investments. In addition, the report describes connections between emotional values and nationality. A neuromarketing study by the financial service provider Global Refund shows that preferences for images vary.
Power motives, for example, speak much more from the heart of American men than do Japanese men. They felt more strongly attracted by social motives. The aim of neuromarketing is to decode the mechanism of purchasing decisions. The most modern methods of brain research are used for this attack on the head of the consumer. PM Magazin is dedicated to topics from the fields of technology, natural sciences, medicine and psychology, nature and the environment, or multimedia and online.