Neuromarketing and Behavioral Change: 3 Ways to Capture Users’ Attention

‍“You’re nothing but a bunch of neurons”

In his essay “The Astonishing Hypothesis,” Nobel laureate Francis Crick summarizes the idea that every thought, feeling, and action is the result of neural activity in the brain. A surprising (as he called it) and provocative hypothesis that did not go unnoticed in the scientific community.

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But beyond the academic debate, it’s clear that marketing professionals might be tempted to take a cue from a statement like this: why not explore what neuroscience has to offer to better understand consumer behavior?

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And this is where neuromarketing comes in—a field of neuroeconomics that studies people, and in particular their behavior and decision-making processes, to improve marketing, communication, management, and branding strategies.

Neuromarketing is attracting more and more attention within the marketing world thanks to a specific approach that places the individual at the center of every strategy. Of course, this perspective is ubiquitous today and is reflected in various sectors, but in neuromarketing it has a specific connotation: the study of the individual is synonymous with the study of the brain.

But what aspects of our brain should we consider when developing a marketing strategy that communicates effectively?

Kinesthesia: The Brain in Motion

We are, by nature, kinesthetic beings, predisposed to movement and purposeful action. Our brains are captivated by anything that conveys movement through words, images, and videos that are able to engage and captivate us.

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Any examples?

- Verbs of motion, used to express movement from one point in space to another;

- Filmic word order

Let's consider these two sentences: “Giada gave Caterina a cat” and “Giada gave a cat to Caterina”

While the second sentence seems to disrupt and reverse the rhythm of the action, the first suggests a coherent, linear flow that helps the user empathize with the character.

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Association

One of the fundamental drivers of human behavior is anchoring—the ability to associate new information with preexisting emotions and feelings. Words, for example, trigger memories and take the user on a journey through past experiences and emotional meanings. Let’s imagine we’re browsing recipe websites and come across these two headlines:

“Chicken with Lemon”

“Homemade Lemon Chicken”

In the second case, the addition of the word “homemade” can trigger a series of associations and memories that stimulate the brain: the reader feels like the protagonist, recalls situations, and tends to be much more engaged than with the first headline.

The Brain as a Storyteller

Any story we’re told has the power to captivate our brain, activating the areas responsible for learning and triggering emotional responses. The brain seeks to make sense of everything it perceives and, like a true storyteller, creates scenarios that can explain the situations we find ourselves in. For this reason, stimulating the user’s imagination means triggering memories, needs, and expectations that make them feel engaged and active as they interact with our content.

But what aspects of stories are the most appealing?

- The mystery: Given the brain’s need to control every situation, leaving gaps in the narrative stimulates the imagination and encourages proactive thinking, and the user is prompted to bring parts of themselves into the story and fill in those gaps to minimize the element of surprise;

- Imperfection and vulnerability: As we know, any process of change brings with it anxieties and concerns for those who must face it. Bringing these “enemies” to the surface fosters a sense of closeness and empathy, allowing the user to see themselves reflected in the story being told

Behavioral change also focuses on altering human behavior through persuasive interventions. In both cases, the focus remains on the individual, who is placed at the center as the cornerstone of strategy and process design, without ever compromising their freedom of individual choice. 

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You may also be interested in: 

• Empathy and Emotional Intelligence: What They Are and How to Develop Them
• Employee engagement: How to Engage People and Employees in the Company
• Learning by Doing: What It Means, How It Works, and Why It's Important
• Internal Corporate Communication: Engaging Employees and Creating Value Within the Company

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