Neuromarketing is a very strategic thoughtful process that is sold as an incentive for consumers to purchase items from different marketers.The incentive is to make you feel like you need something that you weren’t even thinking about 10 minutes ago. It’s strategic, it’s sly, but it’s a very smart business tactic that influences our daily buying decisions which is designed to override our better judgement.
Personally, neuromarketing has won on various different occasions with me. Whether I’m influenced to buy that delicious looking six piece wing combo from Wingstop or purchase Kylie Jenner’s new lip kit, the marketing is what seals the deal for me. I’m sure any girl can relate to going into Ulta or Sephora, trying on their favorite brands new lip gloss, then being immediately sold because they’re convinced their life will be in shambles without this specific lip gloss. This is what is known as the endowment effect. Once you’ve had a product in your possession, you’re more likely to keep it because it’s already been a great addition to your life. This is me. Honestly, I’m easily influenced, so it doesn’t really take much.
In addition to the endowment effect, the framing effect puts the cherry on top for me as well. If I’m being delusional and make a resolution to eat healthier, which I never stay on top of, it just sounds good, then I’m going to buy the Chobani yogurt that says 99% fat free over the Greek yogurt which says “contains 1% fat.” Although they’re essentially the same thing, 99% fat free just seems more appealing and healthier which is why marketers rely on this bias heavily to shift our perception of a product. Although there are seven different neuromarketing strategies, those two influence me the most when it comes to my spending choices. Neuromarketing is a sneaky science that’s built to ultimately lead us towards what the marketer wants and ends up getting.