Does Your Brain Have a Buy Button?
Surbhi Bhardwaj, Neeraj Kaushık, Manpreet Arora
Abstract
In this competitive world, the human senses and their responsiveness play a vital role in influencing consumer behavior and purchase patterns. Brands are using neuromarketing to employ different sensory tactics to cover the maximum market share and connect with customers. Marketers use neurosciences techniques to connect with customers on emotional and behavioral aspects, known as the sensory branding approach. This trending approach of neuromarketing helps brands to create synergy in marketing with the creative use of psychology and neurosciences to make strategies for different customers at same time. The chapter aims to explore how brands use sensory emotional connections with customers to influence them to purchase. Using a conceptual approach for this chapter, it is explained what the sensory branding uses to create a powerful brand fit strategy for different customer profiles. The author observed that marketers faced challenges and used different kinds of techniques related to neuro sensory branding which help to understand consumer and make emotional bond.