Neuromarketing / Brain Research
The latest findings from brain research are made use of when it comes to the specialist area of neuromarketing. In neuromarketing, findings which highlight the sequence of events in the customer’s brain are used in order to optimise the sales process. These findings are also used by disciplines closely related to sales, such as market research or product optimisation. The interesting thing about neuromarketing is that it looks in depth into the way (purchase) decisions are influenced by human emotions. These processes in fact very often function on a subconscious level. Most of the decisions that we make in our everyday lives are made on much less of a rational basis than we would like to believe. This is particularly the case for purchase decisions.