Appeal to the Emotions

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Emotions are not only a set of gestures and movements on the face triggered by the contraction of facial and corporal muscles in certain ways, but they are also the triggered by neurons. There are seven basic universal emotions: fear, anger, joy, sad, hate, disgust, and surprise.

Emotions are formed in our brain. Brain has the most important job to do in emotional mechanisms. Emotions affect cognitive functions, and cognitive functions control emotions. Emotions of people against anything kind of stimuli that they see, voice, taste or feel are actually the responses from the central and autonomous nervous systems.Some scientists claim that these responses are open to genetic tendency, but there is no evidence in the literature on this matter. Facial muscles are triggered by the autonomous nervous system and deep brain structures (i.e., Amygdala, Orbitofrontal cortex, Anterior cingulate cortex and the activation of Insula).

Experiences, experiments and studies reveal and emphasize how effective emotions are in all areas of life today.It is very important that we recognize each other’s feelings so that we can empathize with the people in our lives and predict what their next steps will be.In order to express ourselves to the people around us, we must first be able to understand and express our own feelings.

Today, people’s emotions are analysed through the expression of facial muscles.However, the measurement and analysis of emotions should be carried out by neuroscientists themselves with proper measurement methods that will go into the literature, and statistically significant scores should be reported. Statistical significance means that the commonly feel the same emotion against the stimuli presented to them. It is necessary to evaluate the emotions against each visual/auditory stimulus presented and to make a individualised emotion mapping.

Whatever you do in all areas of life – appeal to the emotions! Facts and figures are never enough, words count up only to a certain point, logic never functions properly… Emotion is required for decision!

On this matter, Antonio Damasio, a Neurology and Psychology Professor at the University of Southern California, says, “We are not thinking machines whoalso feel; we are rather feeling machines who also think”. This seems to change the  cliché “do not involve emotions in  decision-making!”Today, the theory ‘first feel, then do, think last’ is being narrated in the training of individuals, since the emotions create action and trigger decisions.

Cognitive Neuroscience and Neuromarketing

neuromarketing

Neuroscience (Brain Studies) has developed at an incremental pace in recent years. This filed of science sheds light on the complex mental and emotional processes of the brain.In the last 20 years, thousands of studies conducted in normal healthy individuals have created an important know how about the biological mechanisms underlying the attention, perception, learning, emotional arousal and decision-making processes (cognition) of the brain.Neuroeconomics and neuromarketing are examples to the areas among which the application areas of know how develop.

Neuromarketing is a brain-based research method that uses techniques in neuroscience to understand the human brain’s response to the presented stimuli. Its main purpose is to better understand and predict the unconscious behaviour of consumers.

In the field of Neuromarketing, Event-Related Potentials realized with Electroencephalogram (EEG, cerebral electrical activity) and functional Magnetic Resonance Imaging (fMRI, cerebral circulation), and online, individualised mood measurements and eye movement tracking methods have significant advantages over conventional research methods.People’s explicit discourses do not provide results with sufficient reliability due to differences in the capacity of individuals in expressing their mental processes. However, neuroscientific measurements are unaffected by such external impacts.Studies with high validity and reliability can be designed.When it comes to big conceptual steps such as developing a new marketing strategy, they provide highly reliable data that are thoroughly tested.Therefore, they offer a new scientific framework for understanding consumer behaviour and the causes behind it.

Indispensable Elements of a Correct Neuromarketing Study

  • Measurements should be carried out with the seriousness and discipline of science.
  • Neuromarketing studies should be carried out by neuroscientists and an experienced qualitative team.
  • Every study should be unique.
  • The study should be conducted based on hypotheses.
  • A special research design should be prepared for each study.
  • Artificial intelligence should not be used in the studies, and the project should be carried out with real participants.
  • In EEG measurements, devices with high medical standards should be used. Devices that measure EEG signals with inexpensive circuits and that can be easily used by any user should not be used.
  • Methods must have a 95% and higher reliability rate.
  • The findings should not be open to estimation and interpretation. Findings should be presented with statistical significance within the limits of scientific precision.