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4 Kinds of Hormone That Trigger Customer Engagement
How neuromarketing tap into your customers’ brain
Since neurosciences have appeared in consumer behavior analysis during the 2000s, marketers have always been skeptical about their relevance.
The neuronal researches done by Coca-Cola on its image or Gap in its rebranding have for example not been very conclusive.
In addition to being expensive devices, RMI and EEG equipment currently only give an imprecise picture of the customers’ emotions when dealing with an ad or a product.
Yet, as we’re waiting to invent more precise solutions, there is one area where research is already promising: the types of hormones that engage consumers and define the emotions associated with marketing experience.
Depending on whether consumers are on a Dopamine, Oxytocin, Serotonin, or Testosterone rush, their behavior is predictable and defines a special connection towards brands or products.
According to Daniel Lieberman and Micheal Long in The Molecule of More, some images or designs specifically trigger a molecule like Dopamine, influencing gain-seeking and reward-seeking behaviors.
Each brand needs to play on certain emotions to induce their ideal buying behavior (in this case more…
