Understanding the human brain: the first stage of neuromarketing

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Years ago I read Buyology , written by branding and neuromarketing specialist Martin Lindstrom , in which he explained that the concept of emotion "is an enigma, but emotion is the essence of what a brand is. Advertising has misunderstood emotions by not being able to measure them."

Verbalizing emotions is not possible, we always rationalize and this is the biggest bias there can be.

For this reason, neuromarketing uses techniques that analyze the human brain such as Electron Encephalography (EEG), Functional Magnetic Resonance Imaging (fMRI), Tomography (PET), Magnetoencephalography (MEG ), or Eye Tracking , among others.

The responses obtained are measured in terms of brand preference, product perception, purchase intention and more.

However, I am not going to go into these techniques in depth in this article as they are not accessible to most people.

I am going to talk about neuromarketing from a more practical point of view, let's say "within everyone's reach", and I will start by explaining the structure of the human brain.

TRIUNE BRAIN: Neurocortex, limbic and reptilian
According to Paul D. MacLean , an American physicist and neuroscientist, three brains can be identified in order , according to our evolution as a species: the Reptilian brain, the Limbic brain and the Neocortex.


How to do neuromarketing - TRIUNE brain structure
The reptilian brain, which is more than 400 million years old, functions below consciousness, like an " ultra-specialized CRM", and is responsible for our survival.

We share this brain with mammals and reptiles.

It is 250 times faster than the rational brain (neocortex), it is multitasking and never disconnects.

This brain is the oldest and the simplest and most basic.

It is he who decides whether or not to continue paying attention to anything or any situation.

The reason?

Discard what is complex, difficult or risky, preferring to think about what is simple, clear and direct.

As its name suggests, it follows basic instincts such as love, sex, food or pleasure.

The limbic system is the part of the brain specialized in managing emotions, learning and memory.

We share this brain with the rest of the mammals.

If a behavior produces pleasant emotions, we will tend to repeat it or try to dutch cell phone number change our environment so that it occurs again, while if it produces pain we will remember that experience and avoid having to experience it again.

The neocortex is the rational brain, present only in the human species.

It is made up of the parts of our brain that manage abstract