CHICAGO ( MainStreet) -- In their continuing quest to unlock the secrets of consumer behavior, market researchers and communications consultants have targeted the motherlode: the human brain. By studying the workings of the brain and nervous system, neuroscience has the potential to explain why consumers buy what they buy -- allowing for ever-more-targeted, ever-more-effective messages.The idea behind neuroscience marketing is certainly compelling. Understand how and why people make decisions, including their unconscious impulses, and you can craft the exact marketing message they are most receptive to. The rise of neuroscience has also left many business owners and managers wondering if traditional focus groups are about to be left behind in favor of MRIs and individual electronic sensors.
|Brain scans such as MRIs pinpoint what area of the brain is activated when a particular stimulus is introduced, and that's of great interest to market researchers and communications consultants.|