{"id":1617,"date":"2023-06-02T07:43:14","date_gmt":"2023-06-02T07:43:14","guid":{"rendered":"https:\/\/tehnoweb.ro\/?p=1617"},"modified":"2023-06-02T07:54:35","modified_gmt":"2023-06-02T07:54:35","slug":"puterea-neuromarketingului-cum-companiile-manipuleaza-creierul-nostru","status":"publish","type":"post","link":"https:\/\/tehnoweb.ro\/en\/puterea-neuromarketingului-cum-companiile-manipuleaza-creierul-nostru\/","title":{"rendered":"Puterea neuromarketingului: Cum companiile manipuleaz\u0103 creierul nostru"},"content":{"rendered":"
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Acum aproximativ o sut\u0103 de ani, companiile din lumea occidental\u0103 se confruntau cu o provocare: consumatorii aveau tot ceea ce aveau nevoie, iar v\u00e2nz\u0103rile erau stagnante. Pentru a dep\u0103\u0219i aceast\u0103 situa\u021bie, companiile au dezvoltat o strategie de a convinge oamenii c\u0103 au nevoie de mai multe lucruri, chiar \u0219i de lucruri de care nu \u0219tiau c\u0103 au nevoie.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Aceast\u0103 abordare, cunoscut\u0103 sub numele de neuromarketing, implic\u0103 studierea creierului uman pentru a \u00een\u021belege comportamentul consumatorilor \u0219i a le influen\u021ba deciziile de cump\u0103rare.<\/p>

\u00cen acest articol, vom explora cum companiile folosesc tehnici de neuromarketing pentru a p\u0103trunde \u00een mintea noastr\u0103 \u0219i a ne convinge s\u0103 cump\u0103r\u0103m mai mult.<\/p>

Iluzia controlului<\/strong><\/em><\/p>

De\u0219i ne place s\u0103 credem c\u0103 avem control total asupra deciziilor noastre, cercet\u0103rile arat\u0103 c\u0103 alegerile noastre sunt adesea determinate de factori subcon\u0219tien\u021bi. Studiile tradi\u021bionale de marketing se bazeaz\u0103 pe auto-raportare, \u00een care consumatorii sunt \u00eentreba\u021bi despre preferin\u021bele lor.<\/p>

Cu toate acestea, studiile au demonstrat \u00een mod constant c\u0103 preferin\u021bele noastre raportate nu se aliniaz\u0103 \u00eentotdeauna cu comportamentele noastre reale. Adesea suntem ira\u021bionali \u0219i nu suntem con\u0219tien\u021bi de multitudinea de factori care influen\u021beaz\u0103 deciziile noastre.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Revelarea mecanismelor interne ale creierului<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Neuromarketerii folosesc diverse tehnologii pentru a ob\u021bine informa\u021bii despre creierul consumatorilor \u0219i pentru a \u00een\u021belege dorin\u021bele \u0219i motiva\u021biile lor. Rezonan\u021ba magnetic\u0103 func\u021bional\u0103 (fMRI) \u0219i electroencefalograma (EEG) m\u0103soar\u0103 activitatea cerebral\u0103, urm\u0103rirea ochilor dezv\u0103luie unde se \u00eendreapt\u0103 aten\u021bia noastr\u0103, iar m\u0103sur\u0103tori precum ritmul cardiac \u0219i conductivitatea pielii indic\u0103 nivelurile de excitare. Prin utilizarea acestor tehnici, marketerii pot ob\u021bine o \u00een\u021belegere mai profund\u0103 a modului \u00een care creierul nostru r\u0103spunde la diferite stimuli \u0219i \u00ee\u0219i pot adapta strategiile de marketing \u00een consecin\u021b\u0103.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Descoperirea dorin\u021belor subcon\u0219tiente<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Neuromarketingul a dezv\u0103luit insight-uri surprinz\u0103toare \u00een comportamentul consumatorilor. De exemplu, c\u00e2nd Frito-Lay a examinat percep\u021biile consumatorilor despre Cheetos, au descoperit c\u0103 oamenilor le pl\u0103cea experien\u021ba de a-\u0219i murd\u0103ri degetele cu praful portocaliu, chiar dac\u0103 \u00eel considerau un snack \u00eentr-o oarecare m\u0103sur\u0103 copil\u0103resc. Frito-Lay a profitat de aceast\u0103 descoperire \u0219i a construit o \u00eentreag\u0103 campanie publicitar\u0103 \u00een jurul pl\u0103cerii subversive de a m\u00e2nca Cheetos, ceea ce a dus la un succes semnificativ.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Strategii de neuromarketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Epuizarea consumatorilor:<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Creierul nostru func\u021bioneaz\u0103 \u00een dou\u0103 moduri de g\u00e2ndire, sistemul 1 (rapid \u0219i automat) \u0219i sistemul 2 (deliberat \u0219i con\u0219tient). Companiile pot exploata oboseala mental\u0103 \u0219i tendin\u021bele impulsive ale consumatorilor plas\u00e2nd gust\u0103ri dulci l\u00e2ng\u0103 casa de marcat, f\u0103c\u00e2nd astfel mai probabil ca consumatorii epuiza\u021bi s\u0103 fac\u0103 achizi\u021bii impulsive.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Influentarea percep\u021biei pre\u021bului:<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Consumatorii adesea nu au un punct de referin\u021b\u0103 clar pentru evaluarea corectitudinii pre\u021burilor. Plas\u00e2nd un produs l\u00e2ng\u0103 o alternativ\u0103 mai scump\u0103, marketerii pot crea un punct de ancorare care face ca pre\u021bul original s\u0103 par\u0103 mai rezonabil.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Exploatarea treadmill-ului hedonic<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Creierul nostru este programat s\u0103 caute pl\u0103cere, dar pl\u0103cerea derivat\u0103 dintr-o achizi\u021bie se diminueaz\u0103 \u00een timp. Companiile lanseaz\u0103 \u00een mod continuu noi versiuni de produse, asigur\u00e2ndu-se c\u0103 consumatorii caut\u0103 constant urm\u0103toarea achizi\u021bie care s\u0103 le ofere pl\u0103cere.<\/strong><\/em><\/p>

Termenul „hedonic treadmill” se refer\u0103 la tendin\u021ba noastr\u0103 uman\u0103 de a c\u0103uta \u00een mod continuu pl\u0103cere \u0219i satisfac\u021bie, dar cu timpul, aceste experien\u021be pl\u0103cute devin obi\u0219nuite \u0219i nu mai produc aceea\u0219i satisfac\u021bie intens\u0103 ca la \u00eenceput.<\/p>

Prin exploatarea treadmill-ului hedonic, companiile lanseaz\u0103 \u00een mod constant noi produse sau variante ale produselor existente, pentru a men\u021bine consumatorii interesa\u021bi \u0219i a-i determina s\u0103 continue s\u0103 caute acea pl\u0103cere ini\u021bial\u0103. Aceasta poate fi realizat\u0103 prin \u00eembun\u0103t\u0103\u021birea caracteristicilor produsului, ad\u0103ugarea de func\u021bionalit\u0103\u021bi noi sau promovarea ideii c\u0103 versiunea actualizat\u0103 ofer\u0103 o experien\u021b\u0103 superioar\u0103.<\/p>

Astfel, companiile \u00eencurajeaz\u0103 consumatorii s\u0103 intre \u00eentr-un ciclu continuu de cump\u0103rare, \u00een c\u0103utarea constant\u0103 a urm\u0103torului produs care le va oferi satisfac\u021bie \u0219i pl\u0103cere.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Utilizarea stimulilor preliminari:<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Companiile includ indicii subtile sau mesaje \u00een reclamele sau produsele lor pentru a influen\u021ba comportamentul consumatorilor.<\/p>

Ace\u0219ti stimuli preliminari pot include indicii vizuale, cum ar fi setarea ceasurilor la 10:10, sau indicii audio, cum ar fi redarea unei anumite muzici pentru a evoca asocieri culturale \u0219i a influen\u021ba deciziile de cump\u0103rare.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Investirea \u00een excelen\u021ba \u00een marketing<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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McDonald’s \u00ee\u0219i datoreaz\u0103 statutul de lider mondial \u00een industria fast-food angajamentului s\u0103u neclintit de a investi \u00een metode de marketing de succes \u0219i impactante. Prin continuarea evolu\u021biei tehnicilor lor de marketing pentru a se alinia cu schimb\u0103rile gusturilor de pe pia\u021b\u0103 \u0219i preferin\u021bele consumatorilor, McDonald’s a r\u0103mas relevant \u0219i \u00eenaintea concuren\u021bei. Investi\u021bia lor constant\u0103 \u00een marketing a propulsat brandul spre noi culmi, rezult\u00e2nd cre\u0219terea statutului de brand \u0219i, f\u0103r\u0103 \u00eendoial\u0103, profituri semnificative pentru companie \u0219i ac\u021bionarii s\u0103i.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Zona cenu\u0219ie a alegerii consumatorului<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u00cen timp ce companiile folosesc strategii puternice de neuromarketing pentru a influen\u021ba deciziile noastre, este esen\u021bial s\u0103 recunoa\u0219tem c\u0103 avem \u00een continuare agen\u021bie ca \u0219i consumatori.<\/p>

Preferin\u021bele \u0219i dorin\u021bele noastre conduc \u00een cele din urm\u0103 alegerile noastre. De\u0219i companiile pot manipula subcon\u0219tientul nostru, gradul \u00een care ne controleaz\u0103 variaz\u0103. Exist\u0103m \u00eentr-o zon\u0103 cenu\u0219ie \u00een care putem exercita o luare de decizie informat\u0103 sau putem c\u0103dea \u00een comportamente impulsive.<\/p>

Prin con\u0219tientizarea acestor tactici, consumatorii pot deveni mai con\u0219tien\u021bi de alegerile lor \u0219i pot exercita un control mai mare asupra deciziilor lor de cump\u0103rare.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Acum aproximativ o sut\u0103 de ani, companiile din lumea occidental\u0103 se confruntau cu o provocare: consumatorii aveau tot ceea ce aveau nevoie, iar v\u00e2nz\u0103rile erau stagnante. Pentru a dep\u0103\u0219i aceast\u0103 situa\u021bie, companiile au dezvoltat o strategie de a convinge oamenii c\u0103 au nevoie de mai multe lucruri, chiar \u0219i de lucruri de care nu \u0219tiau […]<\/p>\n","protected":false},"author":1,"featured_media":1618,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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