According to Harvard Business School professor Gerald Zaltman, 95 percent of our purchasing decision-making occurs in the subconscious mind. He notes that corporations such as Procter & Gamble, Bank of America, Samsung Electronics, IBM, and Pfizer use neuromarketing techniques to develop new product ideas and craft communication strategies around them. 

The term ‘neuromarketing’ isn’t new; it was initially coined by Ale Smidts in his paper ‘Looking into Neuromarketing: About the Possibilities of Neuromarketing’ in 2002. It integrates neuroscience with marketing, aiming to comprehend consumer behavior at a deeper level by analyzing brain responses and subconscious reactions to marketing stimuli. By studying relevant human emotions and behavioral patterns associated with products, ads, and decision-making, companies gain an advantage by understanding what a customer wants, whether they are aware of it or not.

The infographic illustrates the fundamental use cases of neuromarketing, providing examples of startups developing new behavioral analysis tools and established brands already implementing neuromarketing in their everyday client interactions.

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