This article is part of a series of articles on neuroscience applied to marketing. Read more.
Neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets. These techniques can reduce complexity, identify whom best to target, with which type of appeal, and change attitudes and behaviours to the benefit of individuals and society as a whole
In recent years, a consensus has begun to emerge that neuroscience-based approaches can help to better gauge consumer reactions to marketing communications, especially reactions that may be missed by techniques that depend on overt, articulated responses. While innovative creative teams and brand marketers have been increasingly leveraging such techniques to improve the performance of advertisements, less widely noticed is the fact that their applicability is not limited to communications intended to influence consumer decisions to buy goods and services. Indeed, the same approaches are now being applied to marketing efforts aimed at changing attitudes and behaviours to the benefit of individuals and society as a whole.