Neuromarketing: history, evolution and success stories


In the marketing and advertising, feelings and emotions are a fundamental part of the success of a campaign. Brands, in most cases, always appeal to the emotional part to communicate their messages. In this way, they make them reach a wider audience and generate an important connection, as well as a remarkable engagement, between both parties.

But, it also happens that, based on the behavior of the public towards a brand, these tend to adapt to generate feelings of attachment in customers, thus maintaining that bond that unites them with each other. And this is influenced by an element that combines science and psychology with marketing: the neuromarketing.

What is neuromarketing

Neuromarketing is a term that combines the words “neuro” (neuroscience, which is the branch of psychology that studies mental processes) and “marketing” (a series of strategies that are carried out in order to get the attention of the consumer and make him make a purchase).

The economist and market specialist, Philip Kotlerdefines neuromarketing as “the use of neurosciences in order to facilitate and improve the creation, communication and exchange of actions, services and products of value between groups and individuals who need and want to satisfy their needs through these exchanges”.

However, it was the scientist and Nobel Prize in Economics, Ale Smidts, who first coined the term neuromarketing in 2002. He saw it as a technique based on a series of mind investigation methods that allowed discovering how the subconscious of the human being works when viewing an advertisement, which allows brands to know how they can take advantage of this resource to achieve a larger number of customers.

In short, neuromarketing or how to know the consumer’s mind to position yourself in it

In short, neuromarketing is then that way in which brands remain engraved in the subconscious of the public, either thanks to their offers or the recognition of them by their logo or some related promotional element, such as a jingle or a slogan that is easy for them to remember.

It is very common for brands to appeal to neuromarketing. For example, for evaluate a particular product before its official release or to create a pricing strategy that is successful and according to what the current market dictates, or also to be able to determine how effective an ad piece can be before it is broadcast in the different existing media.

The emotionsthe attention Y the data holding capacity, are the three essential elements that are taken into account within neuromarketing to analyze and evaluate the behavior of a consumer before a product or an offer. This is because, although it is true that people sometimes buy a product out of necessity, there are others who are highly attracted by the sales force until they are convinced to impulsively buy whatever product comes to mind.

Types of neuromarketing

It should be noted that neuromarketing is characterized by playing with the senses of potential customers. That is why there are several types of neuromarketing based on the five senses: visual, auditory and kinesthetic.


This type of neuromarketing is based on the stimuli that a client receives through the sense of sight. For neuromarketing, playing with elements such as color psychology makes marketing strategies more effective in attracting more audiences. An example of this is when the price identification label has a yellow background color, as this gives customers the sensation of an offer. The same happens when there are products identified with green, which makes the public associate these products with words like “biodegradable”, “ecological” or “eco-friendly”.

Likewise, this area can also be applied the use of words that generate stimuli when reading them, for example: “offer”, “2×1”, “50% discount”, etc. It also serves to attract the attention of the public set the price of a product in cents (example, 0.99 euros instead of 1 euro).


The ear It is the meaning to which this type of neuromarketing appeals, using elements that make customers hook up with the brand. For example, the music you usually listen to inside a particular establishment it is an element of auditory neuromarketing. If you have gone to a youth clothing store and you realize that lively music, dance music, etc., is usually heard in the background music of that store, it is possible that you are encouraged to buy that outfit that you would use to go out to a party or to an event in particular.

Another case that illustrates this type of neuromarketing occurs when you are in a supermarket, pharmacy or even a home products store: generally, the music that plays there is much softer and more relaxed, which means that you can buy with greater tranquility.


This type of neuromarketing encompasses the remaining senses: taste, touch, and smell. It usually generates a greater impact on the consumer when, for example, they are walking and feel the smell of freshly baked bread emanating from a bakery (in the case of smell); when tasting a sample of a dish offered in a restaurant (in the case of taste), or, appealing to the touch, when a customer touches a garment to see how good the quality of the fabric with which it was made is , etc.

Success stories in neuromarketing

Of course, many famous brands have achieved the success and reputation they have thanks to their marketing strategies. But without a doubt, neuromarketing has played a fundamental role in terms of the engagement of these brands with their customers.

Next, we present the cases of some world-renowned brands that have applied neuromarketing and has reported success over time:


Widely recognized in the world, Coke is a living example of appealing to feelings when creating new advertising campaigns. In 2016, the popular soft drink conducted a study involving the participation of several consumers, who had to view one of the brand’s advertisements. All this was done with the aim of detect and capture their emotions with each projected image and their reactions to seeing them.

By studying this entire series of behaviors, Coca-Cola was able to knowing exactly what kind of feelings it provoked in consumers in a more realistic and transparent way seeing all this promotional material of your brand.

El Canal del clima

The famous 24-hour television network dedicated to weather reporting, El Canal del clima, at the time introduced a analysis system based on neuromarketing with the aim of discovering what the real opinions of viewers are regarding the content they broadcast within their programming grid. Detecting that the majority of its audience were men, the television station decided to take matters into its own hands in order to attract the female audience.

This is how The Weather Channel, based on a series of case studies within the brain of women, created several advertising campaigns promoting a healthier lifestyle, thus achieving a positive impact on the channel’s female audience.

Five Guys

Five Guys is a fast food chain, specialized in hamburgers and fries, originally from the United States and with a presence in countries such as the United Kingdom, Germany, Canada, France and Spain. In recent years, this fast food chain has applied neuromarketing to provide your customers with a more sensory experience when consuming their dishesdoing it in a very particular way: it gets into the mind of the consumer without him realizing it at the time.

They make this possible through various techniques. For example, invoking the power of free offers, in Five Guys they give away toppings to consumers without making the customer believe that they are saving money, but rather under the concept that they are enjoying a much more flexible consumption experience and comfortable for your satisfaction.

Image: Depositphotos

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