The neuromarketing concept was developed by psychologists at Harvard University in 1990. The technology is based on a model whereby the major thinking part of human activity (over 90%) including emotion proceeds in subconscious area that is below the levels of controlled awareness. For this reason the perception technologists of the market are very tempted to learn the techniques of effective manipulation of the subconscious brain activity. The main reason is to inspire the desired reaction in person’s perception as deeply as possible.
WHAT happens in our brains when we watch a compelling TV commercial?
For one thing, certain brain waves that correlate with heightened attention become more active, according to researchers who have used EEGs, or electroencephalographs, to study the brain’s electrical frequencies. Brain waves that signal less-focused attention, meanwhile, tend to subside.
If pitches are to succeed, they need to reach the subconscious level of the brain, the place where consumers develop initial interest in products, inclinations to buy them and brand loyalty, says A. K. Pradeep, the founder and chief executive of NeuroFocus, a neuromarketing firm based in Berkeley, Calif.