Shopping tendencies: neuromarketing online for the modern man

neuromarketing online

Who is the Modern man?

Let’s take a look back. In the classic society of the 20th-century mom used to take care of the kids while dad was working. She was also in charge of housekeeping, let’s not forget about that. She barely had a great education or work expectations.

We are almost entering the second decade of the 21st century, and things are changing for the better (I hope). “Gender equality” has been a recurrent subject in the last couple of years, maybe a bit more. Women are taking more and more positions of importance. The mothers of today are miraculous multitaskers. They can study, work and take care of the kids every day. Moms now aspire to be teachers, doctors, astronauts, and presidents. Yes, there are still prejudice and other obstacles to overcome. However, things are looking up, and hopefully, it will keep that way.

Modern man  habits  abandoning their comfort zone

Working all day wasn’t a day at the park either. But being involved in what happens at home, and teaming up with their partners is a good thing. And they do it gladly! They love to take care of their kids. I think society starts at home before going to school, and both moms and dads are responsible for it.

dad

Modern men  also like to feel useful inside the new families structure. It’s perfectly normal to see families distributing duties and house chores. It’s not a weird scene spotting dads with their kids at the supermarket shopping for groceries. Mom might be out meeting friends. If we even think about marketing, don’t you think it’s very interesting to study these behaviors?

The redefinition of masculinity is a real ongoing process. Before, a man crying was considered a display of weakness. Should a man be physically strong because he is a man? Now, should a woman be physically stronger than a man? That shouldn’t be an issue. Does physical strength define masculinity? Or does the ability to repress their tears? Should a man feel less masculine if he needs to ask for help to do something?

 

The Digital World and the Genders

I think it’s positive we start seeing men and women not as opposites or rivals, and to understand they both are part of a big digital world  where but as two essential pieces of the huge machinery of life. I’d like to quote Actress and UN Women Global Goodwill Ambassador, Emma Watson on the subject:

“I want men to take up this mantle. So their daughters, sisters, and mothers can be free from prejudice. But also so that their sons have permission to be vulnerable and human too—reclaim those parts of themselves they abandoned and in doing so be a more true and complete version of themselves”.

Neuromarketing Online

Most of modern men  spend a large percentage of our day browsing the internet and social networks. We always have that itch to look what is going on trying not to miss a thing. This daily activity is not meant for relaxation purposes only, but also for a little more serious business, like shopping for groceries, clothing, pay the bills or even find the right partner. It’s time to talk very seriously about neuromarketing online. 

neuromarketing online

The Internet wasn’t meant to focus on a specific activity, but many. We’ve also heard things like: “if you’re not on Google or Social Media, you’re nobody.”  Although on a personal note, we could say that, to be famous on the Internet, it’s like being rich in monopoly. But seriously, we have adopted browsing habits that are changing our lives and making easier a lot of activities.

Learning about men shopping behaviours in neuromarketing online

Some brands understand this. Men  shopping behaviors are not the same in a physical store than in an online one. In a physical store, we find human connections with vendors and other customers. We also tend to last longer in online stores as we don’t have that social pressure of having someone watching if you’re going to buy something or not.

Furthermore, brands have certain pressure on their own as well. A couple of bad reviews on their social media pages is enough for other customers to enter and refrain from buying something from them (or at least give them the benefit of the doubt).

So let’s talk about Neuromarketing online; such a critical tool in the field. Examining the brain of the customers and what they want. We can recognize graphics points the user finds interesting or relevant while browsing a page offering products or services. Not a single detail go unnoticed, giving us enough elements to determine what the customers really want.

Both kinds of stores have pros and cons. As business owners it’s important, we understand the differences between them. Learning what can be done to improve our businesses is important too. By doing this, we will surely improve the shopping experience for our customers and our selling experience. Something that we have been able to interpret as a cause of neuromarketing online.

 A sneak peek of sensory branding

Brands are always finding a way to introduce their names to the audience using several arrays of channels; original commercials, positive selection of colors, music playlists on showrooms among many others; concurring in an active and instant engagement. Taking a look at the history of marketing; it seems that Sensory branding grants an efficient and genuine way to reach the target consumer.

Sensory branding goal

Aradhna Krishna is an expert in the field. She says: “in the past, communications with customers were essentially monologs—companies just talked at consumers. Then they evolved into dialogues, with clients providing feedback. Now they’re becoming multidimensional conversations, with products finding their voices and consumers responding viscerally and subconsciously to them.” (The Science of Sensory Marketing – Harvard Business Sensory brandingReview, https://hbr.org/2015/03/the-science-of-sensory-marketing)

The primary goal of this type of marketing is to seduce the consumer by using his senses to influence his behavior, decisions and shopping habits. The brain cortex is responsible for thoughts and actions. It also processes images and visual sequences. On the other hand, the Limbic system is the one that develops a memory pattern between stimuli, emotions, and sensations through smell and taste.

When a consumer perceives the brand with his senses, an emotional relation generates a connection. Why?, Because our minds work with associations. An experiment with scented and non-scented pencils was performed. In the end, the results show that people are most likely to remember brand details of the scented ones instead of the non-scented ones.  A successful sensory branding campaign merges at least two senses compelling with the whole experience of the brand. Going through the complete experience of a brand allow to its consumers to build their identities based on personal beliefs, vision and judgmental points. In conclusion, we might say that asides from identifying a product the brand also identifies the user.

The mindset behind the perception of red

Unlike dogs, we see the world so full of colors. Thousands of colors fill our life every day. Each person usually has a favorite color that might say something about their personalities, and attitudes. We can even learn how the brain perceives this stimulus, and today we want to talk about the red color.

red color psychology

In a life full of colors

Color psychology strives to understand these different stimuli produced by colors. Also associates each one with different aspects of daily life. It is also important to keep in mind that colors and their meanings can change depending on your culture or your country of origin.

For this Christmas season, we saw the red color as a predominant element in decorations, ball ornaments, or hats. Even with so many other colors, we could always think first about red when thinking about Christmas decorations.

Red as in passion

But without talking about the scientific or psychologic findings of this color, I think we all perceive it as a color of passion, love, and energy.

Red is considered to be one of the colors of fire, and it’s part of the warm colors palette. It’s also known as the color of blood and war. The Greeks assigned this color to the god of war “Ares” in their mythology because it represents the blood “boiling” when in anger. Furthermore, it denotes warning and danger; that’s why we find it in safety and traffic signs.

The psychological and symbolic effect of the color of blood also has a positive point of view, where it also represents strength, life, desire, and vitality. In some countries, it represents prosperity and fortune, as in the case of China.

Historical info:
♦ St. Nicholas or Santa Claus wears red because the historical Saint Nicholas was the bishop of Myra, who lived around AD 300-350. During this time bishops used red (No, it wasn’t Coca-Cola’s idea).

♦ Hindu women wear red dresses to their wedding ceremonies this is the sacred color of Lakshmi, the Indian goddess of beauty and wealth.

Neuroscience and the illusions behind magic

We have seen great illusionists show us almost impossible things, but still, they manage to make us believe it’s real. We also have fictitious characters that make us love magic more like Harry Potter, Gandalf and Saruman, Merlin, and much more. Now, let’s pop a bubble here: Studies in neuroscience have also studied the truths and myths behind these illusions. Not shocked? Let me explain.

Behind this world where everything is possible and with great performers providing amazing entertainment, neuroscience experts decided to investigate what was behind it. They started analyzing a very common old trick: cups and balls where the balls disappear and then reappear in different sizes.

Neuroscience: science steps in

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The team of researchers from Barrow Neurological Institute started working on this by basing their investigation on a Penn & Teller analysis. The study of the trick is done with transparent and translucent glasses so everyone can track the balls inside the cups. The funniest part is people are still distracted and deceived!

People’s attention can focus on something wrong and unrelated to what was actually happening. Along with this study, Discovery.com published some data related to the previous analysis. Some of the most interesting points are:

– “Forget about ‘multitasking,’ the brain just can’t focus on two things at once.” Consider drawing attention to a specific element. Add the aid of external distractions such as lights. This distracts the brain and to center all the attention in the wrong stimulus.
For example (Spoiler alert) the trick of the woman cut in half. One of the most famous tricks is nothing but two women in two different cases. Our brain will always try to fill the gaps with the information it already has.
– With ‘Cognitive dissonance,’ our mind tried to rationalize what it sees, leaving out the right explanation. Then we start making up new “possible” ones.

But hey, some of us still prefer to enjoy the shows, right? Yes, maybe we already know it’s all fake (like the Wrestling shows, oops). Nevertheless, it’s always a good thought and a good sentiment to enjoy the things that entertain us and manage to amaze us.

 

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