In this week’s article, we will continue to talk about the components of brand loyalty. In our previous two articles, we focused on the neuroscientific foundations of brand loyalty. In particular, we mentioned that customer brand perception is based on empathy. Empathy is not just about understanding and sympathizing with another person; it is also about forming a bond with that person.
Concepts such as mirror neurons and empathy are prominent in ensuring consumer loyalty. For example, when brands create content similar to consumers’ lifestyles, this can activate their mirror neurons. Positive experiences and memories with the brand create an emotional bond with consumers. We also talked about the importance of rewards and customer brand habits in brand loyalty.
In this article, we will focus on the role of brand appeal and attention-grabbing in brand loyalty. When we see something attractive or encounter a stimulus that grabs our attention, our brain releases dopamine. This makes the experience rewarding and makes us want to encounter the same stimulus again.
The limbic system is known as the center of our emotional responses. Attractive and attention-grabbing stimuli often elicit strong emotional responses. These emotional responses can help us form a positive association with a brand. For example, emotional commercials can create brand loyalty by capturing the viewer’s heart.
Again, visual and auditory stimuli are one of the most effective ways to attract attention. Our brains naturally respond to certain types of stimuli, such as moving images and loud sounds. Such stimuli activate the attention centers of the brain and allow the message to be delivered more quickly and effectively.
As a result, neuromarketing focuses on understanding consumers’ brain activity and emotional responses and using this information to increase brand loyalty. This enables brands to better understand consumers and build stronger emotional bonds with them.
Reference: Psychologist Merve Altındağ
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