Neuromyths in marketing: demystifying a widespread illusion

Neuromarketing is an emerging field that uses insights from neuroscience to understand consumer behaviour and develop effective marketing strategies. However, amidst this scientific approach, there are also neuromyths circulating as persistent misconceptions that often distort reality. In this article, we will look at some of these neuromyths and their implications for marketing.

A widespread neuromyth is the idea that people only use 10% of their brain. This assumption is simply wrong. Modern neuroscience has clearly shown that our brains are extremely active and almost all areas are used for different functions. However, this myth has led to misleading claims being made in the marketing world about the activation of brain regions by products or advertising campaigns.

Another neuromyth is the idea that there are "buy buttons" in the brain that can be activated by certain stimuli. In reality, the human brain is much more complex, and purchasing decisions are the result of a variety of factors, including emotional, social and cognitive influences. However, the simplistic concept of "buy buttons" has led to unrealistic expectations in the marketing industry.

Equally widespread is the belief that colours have universal and direct effects on behaviour. While colours certainly play a role in visual perception, the way they affect people is highly dependent on cultural, social and personal factors. This means that there is no 'one colour fits all' that will achieve magical results in advertising.

Finally, there is the myth that brain training programmes can improve cognitive functioning. Although targeted training of specific cognitive skills can be beneficial, the promises of brain training programmes are often exaggerated. This has implications for the marketing of products that purport to offer cognitive improvements without sufficient scientific basis.

In the world of neuromarketing, it is crucial to debunk these neuromyths and rely on sound insights from neuroscience. A realistic approach to the application of neuroscience in marketing can help develop more effective and ethical strategies that better understand and respect consumer needs and preferences.