The impact of Neuromarketing on Consumer Behaviour.

Abstract

In this study, it was shown that the innovative field of neuromarketing is able to impact the mind of consumers and their behaviour. The main objectives of this study were to understand if neuromarketing has a real and (especially) measurable influence on consumer behaviour and to understand if the better performances obtained by the products could be due to the insights produced by neuromarketing tests. In order to reach these objectives, the researcher designed a qualitative study starting from an existing case study. Under the influence of critical realism as research philosophy, the researcher adopted a deductive approach. The best suitable strategy was identified to be the single case study, in which data were collected through interviews. These non-standardised, semi-structured interviews were conducted with a sample of fifteen people, divided respectively in three homogeneous groups, through videoconference apps. The participants were Italians aged between 25 and 60 years old, nationally representatives. The conduction of the interviews was supported by the vision of three different versions of a video, one per each group, that included the main object of the analysis: an humanitarian commercial in its two versions; when aired, the first obtained poor results while the second version, aired after neuromarketing tests, performed greatly. The results obtained from this research have confirmed the researcher's main hypothesis and therefore the relationship between the new insights produced by neuromarketing and the unquestionable better performance of advertising, especially in terms of awareness, emotions aroused and response to call to action. Another important issue was raised by this research, concerning the influence that each type of content, when interrupted by the commercial, have on the perception of the commercial itself; further investigation is required on this particular issue. In conclusion, this study was seen positively by the researcher who, on the basis of the results obtained, considers neuromarketing an extremely useful and reliable tool for the success of a marketing campaign and for businesses, with the issues related to the real context of use of the product and the market in which it is consumed to be always taken into account.