The Importance of Clear Communication in Neuromarketing

Nowadays, it’s growing increasingly common for businesses to turn to neuroscience to address their marketing needs, especially since it seems that business has
challenges only neuroscience can solve. Behaviorists will tell us that humans are irrational creatures—we often make decisions based on information that is incomplete. We also take mental shortcuts.

Why we err in the first place, however, is not completely explained by behavioral science or economics. However, neuroscience can really help us gain a foothold in understanding why and how consumers make certain decisions. Neuroscience adds value to business; it provides us with long sought after causal explanations for behavior. It also provides several methods that we can use to assess our unconscious mental processes.

When neuroscience is done right, it allows us to understand what drives the decision making process. However, when it’s done wrong, it can leave us quite confused.

Neuroscience is also quite complex—which leaves us to think that this is part of the reason why many people on the business side of things don’t want to involve it in their marketing processes. However, neuromarketing
doesn’t actually have to be so confusing.

In reality, neuromarketing has progressed to the point where clear markers involving motivation, cognition, and emotions can be put into a context that those who don’t function much in the science world can actually understand.

Additionally, those on the neuroscience end are learning to communicate with those on the business side in a less confusing way, sharing actionable insights with terms that are easy to understand—like motivation, cognition, and the various emotions.

There’s something to be said about doing neuromarketing the “right” way—the science is fine; the communication just needs to be intentionally relatable and clear.