Many marketers are still struggling to understand what neuromarketing is, as it involves an extensive field of regarding the understanding of how the brain works.

To get a better understanding, neuromarketing is the field involving brain-based research to everyday adverts and marketing messages. Neuromarketers are not as concerned with developing the right message or branding as they are with studying the emotions and memories triggered by that message.That makes neuromarketing campaigns more person-intensive, having focus on brain activity, whereas typical marketing, usually make decisions based on focus groups, surveys, and records. To support, Francis Crick, the Nobel Laureate, named it astonishing hypothesis: referring to the idea that all our feelings, thoughts, and actions (even consciousness) are the products of neural activity.

People before would never even think that the brain could be studied and all of our actions and behaviors could be predicted and even more, manipulated. For example, the verbal response to “Do you like the product?” may not always be honest. Even if people do not want to lie, very often they struggle to articulate correctly what they are thinking. Therefore, neuromarketing analysts focus more on the brain's response rather than simple survey-based answers.

Let’s look at the Pepsi challenge to demonstrate the study findings on real-life examples.  

If the majority prefers Pepsi over Coke, why does Coke still overshadows Pepsi?

Hoping to answer this question, Montague created a famous Pepsi Challenge that many of you might be familiar with, a blind-taste test that encourage customers to choose between Coca-Cola and Pepsi without knowing the brand, basing their decision only on the taste they like best. 

Coca cola expression


At first, about half of the participants said they preferred Pepsi; however, when Montague revealed which samples were Coca-Cola, preferences shifted to three-to-one in favor of Coke. After that, Montague concluded that this was due to the fact that the brain was recalling images from commercials, connecting emotions with brands is what made the reactions override to the actual quality of the product. After that, marketers understood the importance of people's feelings and until now, sensory devices are commonly used in advertising to evoke memories and trigger emotions (e.g. sight, smell, sound, touch). 

Despite the outstanding results of what neuromarketing is capable of, there are still some doubts about its effectiveness.The main criticism is that the world isn’t a laboratory and it is hard to focus on something few have access to and is hard to translate this findings into marketing campaigns. Therefore, it isn’t always right to draw definitions and statistics of what makes people happy and what drives them to buy products or choose certain services as it can lead to wrong conclusions.

At first sight, any of these new opportunities may appear especially risky for organizations. It is always scary to deviate from the businesses’ basis path, but in today’s climate where industries and technologies are rapidly converging, this can be exactly what an organization needs in order to outperform.

The example of Pepsi Challenge demonstrates the real difference between what people say their preferences are to what they actually like. These findings can dramatically impact future marketing sales and stability.