The Old Brain and Neuromarketing

Neuromarketing is an area of study that suggests that the brain is comprised of three sections: the new brain, which represents rational thought; the middle brain, which represents emotional processing; and the old or “reptilian” brain, which is the decision-making center.

Neuromarketing took off in 2003 when a neuroscientist decided to delve into the ‘Pepsi Challenge’ ads from the 70’s and 80’s to see why people chose a soft drink that they actually professed to like less (Coke). Long story short, while their taste buds said ‘Pepsi,’ the decision-making areas of their brains screamed ‘Coke.’ Why? Coke’s branding conjured up warm and fuzzy feelings that overrode the actual input from the taste buds—and a new way of marketing was off and running.

Further research has shown that images of sports cars, such as Mini Coopers and Mercedes Benzes, light up or activate the brain’s pleasure center—the same area affected by drugs and alcohol.

So is it any surprise that companies like Google and Facebook are literally looking to get into consumers’ heads? Turning away from focus groups and utilizing technology such as portable ‘brain caps’ that are able to measure the emotional response to ads and products, marketers and corporations have bought into neuromarketing in a big way, using it to refine logos, packaging and advertising techniques to make them more appealing.

And they are doing this by utilizing what we know to be true about the old brain.

The old brain:

• is selfish; images and messaging must speak directly to them
• craves contrast
• responds to tangible, familiar, and concrete images
• is most alert at the beginning and at the end
• responds to emotion
• is extremely visual

So, can companies really get into our heads? That depends on what tactics marketers use to speak to the old brain—and how well that translates in a content- crowded environment.