When mirror neurons meet marketing, Neuromarketing is born
In this article we want to examine in greater depth a topic which we have already mentioned in the last blog.
We’re going to get a closer look at mirror neurons and try to understand how these work and how they are applied in neuromarketing.
Let’s start with a definition of mirror neurons.
According to Wikipedia, “Mirror neurons are a class of motor neurons that involuntarily are activated either when an individual performs a finalized action, or when the same individual observes the same finalized action performed by another subject.“
So, in other words, mirror neurons physiologically explain man’s ability to relate to other individuals.
It is a mechanism based on the recognition of emotions.
It’s been proven that when we see a person who is suffering, we automatically feel the same emotion.
But let’s give some examples. Have you ever yawned after a friend of yours?
Or, let’s say you’re sitting at the bar having coffee with a friend of yours, and watch him grab his cup of coffee.
You will immediately understand what your friend is doing and why (drinking his coffee).
This “anticipation” is linked precisely to mirror neurons, to learning through imitation.
Therefore, according to neuroscientists, mirror neurons allow us to quickly see what’s happening in our own visual range, and to experience the emotions of others, empathizing with them, and consequently, learn by imitation.
Emphathizing with others to succeed with mirror neurons
I mean, it looks like mirror neurons are at the root of empathy.
They refer to the ability of people to identify with situations and to show solidarity with others, for better or for worse.
Mirror neurons lead humans to mimic the buying behaviors that they observe in the environment that surrounds them.
But, why do I tell you all this?
Simple, because all this knowledge is used in the field of neuromarketing.
Sensodyne, a great example of mirror neurons applied to neuromarketing
We said that mirror neurons are a mechanism that allows us to understand other people’s emotions and relive them ourselves.
To understand how it works, just look at Sensodyne’s advertising against sensitive gums.
The company here has fully used the mirror system. In fact, when watching the advertising the consumer automatically:
1. looks at the facial expressions of pain
2. activates mirror neurons
3. recovers memories associated with that experience
4. feels the same sensation of pain
Result? We identify so much with that experience, we’ll probably buy a Sensodyne product next time we go to the supermarket.
However, it is not just about facial expressions, but emotions that arise from the vision of advertising.
In conclusion, using the mirror system in neuromarketing is like listening carefully to our client, empathizing with him or her and understanding his or her needs.
In this way we will be able to offer a product capable of arousing an emotion based on a real need.