Emotional advertising - No.1 trend in neuromarketing.
It is the human emotions of happiness, anger, fear and surprise that help in building the connection between the brand and its consumers. In fact, research studies have shown that buyers tend to rely more on their emotions than the truckloads of information that is available to them. According to scientific experiments, the kind of emotions that are generated from an advertisement are considered to be of more value than the contents of the advertisement itself. For instance, when you look at the Coca-Cola advertisement, it is not the content of the ad but the emotion of happiness that it generates within you, that makes you want to buy the Coca-Cola.
Therefore, it is very essential that when you market your brand, you emphasize more on those emotions and qualities that you want people to associate with your brand.
Neuroscience technologies like neuro-imaging and facial coding also help to capture and record emotional responses of participants. Emotional reactions of consumers can be measured by analyzing facial expressions through facial expression recognition. Galvanic skin response (GSR) helps to reveal the intensity of emotional responses and eye tracking helps measure the visual attention of people.
Neuromarketing plays a great role in analyzing people’s emotional responses to advertisements and hence, help companies to know how effective their marketing strategy is and how they can optimize it in the future.