The future of communication

The world of business depends on consumers’ way of thinking and feeling. In the last few years a new economics field called Neuromarketing has emerged. It consists in applying the techniques belonging to the field of neuroscience to marketing studying the effects that advertising and other forms of communication have on the human brain. The aim is to be able to foresee consumer’s behavior. In other words, it consists in navigating through the consumer’s emotions regarding what they want. Neuromarketing is an advanced discipline, whose goal is to investigate and study the brain processes that enlight the behavior and decisions of people in the field of action of traditional marketing (market intelligence, product design and services, communication, pricing, branding, positioning, targeting, sales and channel). In this way, one can read the consumers’ mind, understand their desires, which is what motivates them, in their view, to make the decision to do better deals or to consume a product or service, regardless of the size of the organization you work with, the product you want to sell or the type of consumer you appeal.

The old rules of the Marketing and Communication will soon be completely replaced. Indeed, the most innovative companies are already appliyng the new standards related to the concepts of Neuromarketing (Adidas, Nike, Ikea, Coca Cola, Google, Apple) are overcoming well the very difficult economic times.

Recent studies on Neuromarketing have showed that the brain, over the right hemisphere (the center of conceptual thought and metaphorical) and the left hemisphere (the center of logical and linear), is divided into three different parts, each of them having a specific function:

  • The Rational Brain (thinking), the cerebral cortex that processes rational data and shares its conclusions with the other two;

  • The Brain Intermediate (listening), process the emotions and deep feelings with the other two brains;

  • The Brain Primitive (deciding), takes into account the information coming from the other two and makes the decisions.

A positive communication needs to stimulate the 3 areas. The future is about Behavioral Economics, which is a branch of economics that explains how economic decisions are made regarding to the requirements of conventional economic theory, based on full and total rationality. Thus, these sciences will enable marketers, manager, consultants but even an average person to make wise and informed choices in the future.

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