We have already seen that emotion makes a difference in customer decision-making, so creating strategies that awaken feelings in your audience generates empathy for your brand and makes people interested in the content, naturally.
Of course, we must be careful not to create appealing and derogatory campaigns, since the idea is to convey something positive with your message. Whether it's humorous content or storytelling strategies (the art of telling stories with narratives and characters that the audience can identify with), it's important to create empathy .
These are just a few insights into how Neuromarketing pharmaceutical email lists can add value to strategies, but the possibilities are endless, and there are some authors who can expand our mindset in this field of study.
Books about Neuromarketing
Want to learn more about the subject? Here are some book suggestions that will help you delve deeper into this segment and help you better understand the human mind in relation to shopping and marketing.
After all, what do customers want?
Written by author Gerald Zaltman, one of the pioneers in this field of study, the book discusses the "market mind" based on sociology, neurology and biology. This book reflects on major brands such as Coca-Cola, Procter & Gamble and Reebok, and the impacts their services have on consumers. An analysis of the mind to understand how we are influenced in purchasing decisions, and how the market uses this to encourage consumption.
The logic of consumption
In "The Logic of Consumption", author Martin Lindstrom talks about research that seeks to understand what leads people to buy and choose a certain brand. In a light and straightforward way, this book helps you understand how the brain reacts to consumer stimuli such as advertisements, debunking myths and going beyond the obvious.
The three minds of neuromarketing
In this book, author Marcelo Peruzzo uses three characters to represent our triune brain (the three divisions of the brain mentioned at the beginning of the article). The narrative also shows how neuromarketing can be applied to new market trends, and helps us see the consumer from another perspective, the market and the strategies that encourage consumption.
Did you enjoy today’s reading? Then be sure to read our article on digital marketing strategies to optimize your results.