Neuromarketing insights into digital competence: a theoretical reflection on using neuromarketing to target content and campaigns to different demographic groups

Abstract

This paper will examine the impact of neuromarketing on the analysis of consumer behavior and advertising. With the integration of neuroscience with consumer research, new avenues open up for exploring the internal mental processes that influence consumer decisions. Neuromarketing is a field of commercial marketing communication that applies neuropsychology to market research, studying consumers’ sensorimotor, cognitive, and affective responses to marketing stimuli. This article focuses on important aspects of neuromarketing, including its potential benefits for marketers and the tools of consumer neuroscience. It further discusses the importance of advertising and consumers’ emotional reactions towards it. Studies show that ads evoking positive emotions have a greater effect on recall and positive brand perception. Other research focuses on the relationship between brand loyalty and brain activity, where it has been shown that loyal customers show more activity in brain areas related to emotion and memory. The paper concludes by discussing specific applications of neuromarketing at the Faculty of Mass Media Communication at the University of St. Cyril and Methodius in Trnava. The Neurolab at this faculty allows to measure reactions to different types of content and to identify effective and ineffective elements in advertisements. The article also provides examples of research on applications of neuromarketing, including an analysis of Facebook posts by the Police of the Slovak Republic and the perception of TV advertising by the COOP Jednota Slovakia brand.