Neuromarketing is an emerging field that has the potential to revolutionize how businesses market their products and services. It combines neuroscience and marketing to provide deeper insights into consumer behavior and preferences. Neurotech start-ups like “Neuphony” are playing a critical role in advancing this field by introducing innovative technologies and strategies that help them better understand and target their audiences to provide the best value for the best possible price.
Neuromarketing uses functional magnetic resonance imaging (fMRI) or electroencephalogram (EEG) to observe the brain activity of consumers while they interact with products and services.
Arousal and Valence are two important concepts in neuromarketing that measure how people respond emotionally to a product or advertisement. Arousal is a measure of how excited or stimulated a person feels while viewing an advertisement or product. It is typically measured on a scale from low to high.
Valence In Neuromarketing
Valence is a measure of the overall positive or negative sentiment associated with the advertisement or product. Valence is a measure of the emotional quality of an emotion, as it reflects whether it is positive or negative.
To calculate Valence the hypothesis of asymmetrical frontal activity is used. According to that when left frontal inactivation occurs it might be linked to negative emotions, whereas inactivation of right frontal region may be linked to positive emotions.
Positive valence reflects emotions that are pleasant and enjoyable, such as joy or love. Negative valence reflects emotions that are unpleasant and aversive, such as anger or fear. Both arousal and valence are important indicators of how people react to a product or advertisement, and can be used to create more effective marketing messages.
This(fig. 1) is an example graph of how “Neuphony” can be used for neuromarketing. Here we can take 30th Epoch and Score value of 0 as midline for X and Y axis respectively. When we divide the continuous segments from 30th epoch we get 2 phases in the graph.
Arousal: We can see that the value of arousal never went on negative side which indicates that the stimulus had given high emotional state to the audience (e.g. Excitement, Anger) for the entire duration. But in the ‘Phase 2’ we can see the arousal dropping towards 0 showing the initial emotional state has started to wear off.
Valence: Here we can notice that during ‘Phase 1’ the quality of mood was neutral because of its almost constant 0 value. During ‘phase 2’ we notice significant drop toward negative values. This indicates the negative emotion (e.g. Sadness).
To summarize the graph, the stimulus given to audience made them interested during ‘phase 1’ and their mood stayed neutral means there was neither anger nor excitement mixed with that interest. In ‘phase 2’, the interest started to go down along with negative emotional state obtained from valence. This shows low mood such as boredom or sadness.
These metrics are then used to analyse how our brain behaves while looking at different content, and how this information can be used to make content more engaging for the customers.