小型企业的神经营销

神经营销是营销和广告领域的一个新兴领域。

神经营销将神经科学与营销心理学相结合，其发展可能会对小型企业产生影响。

The amygdale is a part of the brain that controls humans’ emotional responses to the stimuli they encounter.  It plays an integral role in the “fight-or-flight” response to stress, in which humans have to decide how to react.  The amygdale is activated when a person has to decide to “buy or fly” when faced with a bombardment of products and advertisements.

The nascent field of neuromarketing has the potential to help advertisers succeed in their marketing campaigns.  Neuromarketing Research can identify what attracts interest on a website, advertisement, packaging or store.

注意事项

Conducting Neuromarketing Research can involve important considerations.  For example, one researcher has suggested that small businesses not use the term “we” nor commence their pitch with a long company overview.  This researcher is capitalizing on humans’ primitive survival instinct.

揭示本能和行为

古往今来， 智人 have retained the instinct to survive.  This instinct can be seen in its primitive manifestation as the will to survive in dangerous physical circumstances, such as in a land full of animal predators.  This instinct can be seen in its more sophisticated form as the will to survive financially by devoting a lot of time to one’s job or fervently trying to close a business deal.  Economics and psychological research have shown humans to be self-centered (in the survival sense) and risk-averse.

了解消费者心理

Before purchasing a product or service, a consumer subconsciously considers how the product may benefit her.  If the product costs a lot, she then takes into account the possibility of its not benefiting her and the financial loss she may incur as a result.  So the advertiser may need to allay these concerns and appeal to the consumer’s instincts of self-interest and self-preservation.

Small businesses may not have the same financial resources that large corporations may draw upon in certain marketing initiatives such as purchasing expensive TV ads.  Neuromarketing, with its potential to delve into the deepest caverns of the human subconscious, may furnish these small businesses with some alternatives.  Changing the wording of a presentation, as in the example above, does not come with the same high costs concomitant with TV ads but may help a business capture the attention and subsequently the buying potential of a consumer.

神经营销的好处

A small business may not be able to fall back on widespread consumer awareness of and loyalty to its brand.  A consumer, especially one deciding to embark on the purchase of an expensive product, may look for well-known suppliers.  For a small business, well-executed marketing initiatives may be crucial in grabbing the attention of a consumer and helping to convince him that its product is of high quality.