7 Neuromarketing Techniques

Neuromarketing is a branch of marketing research focused on studying the subconscious reactions of customers to various advertising stimuli. Typically, these studies use specialized equipment such as MRI scanners, electroencephalographs, and more. Based on the results, neuromarketers can draw conclusions about how people make purchasing decisions—and even influence those decisions.

In essence, neuromarketing is the foundation of sales psychology. Sales psychology, in turn, is a set of knowledge that allows you to structure your work and advertising in a way that meets the customer’s needs and helps you sell your product or service. Traditionally, neuromarketing is used in personal sales and retail. However, let’s focus on modern conditions—working online.

Main Channels of Neuromarketing Communication

Neuromarketing communication uses four main channels:

• Vision
• Hearing
• Touch
• Smell

Online, we can’t use scent or touch, so we’re left with two channels: hearing and vision. This is where digital marketing tools, combined with sales psychology, come into play.

What Tools Can We Use?

• Graphic content (animation, infographics, images, product/service photos)
• Video (commercials, tutorials, video testimonials, etc.)
• Other informers (such as pop-up windows)

When working with hearing and vision, our goal is to plant the necessary ideas in the potential customer’s mind—ideas they’ll subconsciously perceive as their own, not as something imposed. Naturally, such thoughts are more valuable to the buyer and have a significant impact on their final purchasing decision. Let’s look at seven techniques that are truly effective and can be extremely useful.

1. The Social Proof Effect

Statistics show that about 70% of buyers read reviews before purchasing a product, and 63% only buy from sites that provide reviews, ratings, and testimonials. This is the “herd instinct”—if everyone likes it, I’ll probably like it too. That’s why your website should feature reviews, overviews, and ratings. Ideally, visualize them with photos and videos from satisfied customers. If your site can’t display all reviews on product pages, at least use your company’s social media pages and regularly post new product reviews.

To increase the number of reviews and ensure they come from real customers, consider offering a bonus. For example, a 10% discount on the next order for leaving a review, or a small gift for valuable feedback.

Despite technological advances, customers still love freebies and ways to save money. This principle is unshakable—use it, especially to get new reviews.

2. Reciprocity and the Sense of Obligation

Most people feel compelled to return favors and often feel uncomfortable if they owe someone. This also applies when someone receives something for free. The sense of obligation encourages people to do something nice in return, and marketers actively use this. In online sales, this usually means offering a free service or content—no matter how small. The key is to highlight this to the customer or potential customer.

How can you use this? Offer free content, a free trial period for a paid service, or something similar, depending on your business. Don’t require users to share on social media or tell friends—don’t ask for anything in return. You want to create the image of a company that selflessly helps people and gives away gifts, useful items, or software. If you start asking for something in return, the technique won’t work.

3. Door-in-the-Face Technique

This is one of the most popular neuromarketing techniques in the U.S. The idea is to first offer the customer an unpopular product at an inflated price. In 90% of cases, the customer will refuse, and that’s the perfect time to offer a much cheaper product at a great price.

According to marketers, the Door-in-the-Face method can increase sales by 33%.

How does this work in practice? Suppose you’re selling tickets to a marketing course. You create a landing page with a pop-up offering a VIP ticket for $500. On the same page, you highlight the standard ticket for $150. Most customers will decline the VIP package and choose the standard option, which gives them almost the same benefits. It’s simple and effective if you carefully plan your offers. For example, the VIP package might only include perks like free parking, separate registration, lunch, and a badge, while the main value—knowledge—is available to all.

4. The Placebo Effect

Think about it—you probably know someone who took a placebo from a doctor, was told it would help, and actually felt better. This is the placebo effect, or suggestion. It’s basically self-persuasion, but for it to work, several factors are important:

• The customer shouldn’t be an expert in what they’re buying.
• The person giving the suggestion should be recognized as an opinion leader. For example, if you sell diet meal boxes, get a review from a well-known nutritionist; for cosmetics, use testimonials from makeup artists or beauty bloggers; for children’s products, use Instagram photos from popular “mom influencers.”
• Present information in an unusual or surprising way (e.g., “A device that removes wrinkles in 9 minutes without injections or surgery!”).
• Create a sense of urgency. For example, offer a discount that expires in 1 hour and 2 minutes.

5. Low Product Importance and Cognitive Dissonance

Cognitive dissonance is a psychological conflict that arises when a person has two or more conflicting, often irrational or illogical, thoughts. This can be used as a neuromarketing tool. Your task is to identify the real fears and needs of your potential customers related to your product or service. Next, figure out how you can meet those needs or dispel their concerns. Then, present the customer with a “problem–solution” model using digital marketing tools—banners, videos, images, etc.

6. The Anxiety Effect

In classic sales psychology, the anxiety effect is the first and one of the most important steps in influencing a customer. Greed, pleasure, curiosity, attachment, and mainstream appeal come later. You can use this effect when selling online. What’s required? Identify a stimulus that will grab your customer’s attention, “activate” it, and then guide the customer toward it.

How does this look in practice? For example, a message about limited stock always creates anxiety: “What if I don’t buy in time? What if everyone else buys it and I miss out?” Or, ask a provocative question: “Have you bought your child a warm snowsuit for winter yet?” The customer then thinks, “No, my child isn’t ready for the cold, we won’t be able to go outside…” You get the idea.

7. Proof That It Works

First, you can find proof by studying existing research—or by conducting your own. Based on these studies, you can improve your product packaging, the audio and visual design of your ads, merchandising standards, and more. You can start experimenting at any time. For example, try changing the graphics on your website—it’s the easiest place to start. Swap out a few banners, use different colors (bright colors attract more attention), and observe customer reactions. Launch reviews and see how much your sales activity increases.