For their next online gathering, AmChamps joined Dr Nikolaos Dimitriadis, Professor at CITY College, University of York Europe Campus, who spoke on the topic of neuromarketing.
Dr Dimitriadis explained the basic principles of neuromarketing and noted its global importance today. Neuromarketing viewed emotions as the subconscious driver of purchases, he said, adding that the discipline attempted to answer the question of why people bought particular products. In other words, neuromarketing sought to uncover the subconscious impulses that make people decide to buy that were closely linked to shoppers’ preferences. Dr Dimitriadis went on to highlight the various strategies and approaches used by scientists to analyse people’s preferences and decisions. He also stressed the importance of brand loyalty and noted that advertising was key, since good advertising could attract people, whilst bad messaging could just as easily make customers stay away.
At the end of the lecture, the participants were shown a video that explained how human emotions were investigated and how human brains reacted without people being aware of it.