Using neuro-marketing to increase customer loyalty: The power of the subconscious
Marketing
Posted 05 Mar 2025
Imagine you could read your customers’ minds and make their decisions—long before they know what they are going to buy. It sounds like science fiction, right? Far from it, because this is precisely where neuro-marketing comes in. The only question that remains is: How can companies use this revolutionary method to strengthen customer loyalty in the long term?
Neuro-marketing is a mixture of marketing and brain research. The aim is to determine how customers react to advertising, products, and services. The aim is to analyze the target group’s unconscious decision-making processes and emotional reactions and to develop effective marketing strategies based on this.
The key finding of neuromarketing is that people do not make most of their decisions rationally but emotionally. This knowledge is used in a targeted manner to create emotional impulses and thus positively influence purchasing behavior. By specifically addressing the emotional world, purchasing decisions can be encouraged, and long-term customer loyalty can also be built.
Emotional connections form the foundation of long-term customer relationships. Neuromarketing uses targeted emotional triggers to arouse positive feelings and link them to the brand. This creates deep emotional connections that have a lasting effect on customer loyalty. Various neuroscientific studies confirm that emotionally charged messages can significantly increase brand loyalty.
Example: Coca-Cola’s “Taste the Feeling” campaign links product enjoyment with moments of happiness, such as friendship and joy. Studies show that emotionally charged messages like that increase loyalty as they are stored in the brain as positive memories.
Stories have an extraordinary power: they remain in memory and appeal to the brain’s emotional center. This is because the brain not only processes storytelling analytically but also experiences it emotionally. It’s not just about conveying information but about telling stories that inspire, move, or motivate. As a result, the brand is remembered and linked to specific values and emotions.
Example: In its “Just Do It” campaign, Nike tells inspiring stories of athletes and ordinary people and uses storytelling to build an emotional connection with consumers.
Our brain reacts strongly to sensory stimuli such as colors, smells, or sounds. Targeted appeal to several senses creates a holistic brand experience that attracts attention and builds an emotional connection. Brands can thus set themselves apart from the competition by offering unique sensory experiences that consumers remember positively.
Example: Apple stores rely on minimalist design, pleasant lighting, and a clear structure to create a calming and luxurious feeling. This experience sticks in customers’ minds and keeps them coming back.
Social proof is based on the psychological phenomenon that people base their decisions on the opinions and actions of others. It can be used in various ways, such as customer reviews, testimonials, influencer partnerships, or the presentation of sales figures. Neuromarketing uses this effect to positively influence purchasing decisions and strengthen a brand’s credibility.
Example: Platforms such as Amazon or Booking.com prominently display reviews and recommendations from other customers. This social proof inspires trust and motivates people to return.
The subconscious reacts positively when people feel understood and valued. Based on this, personalized content and offers can be created that reach customers at the right time and via their preferred channel.
Example: Spotify’s personalized playlists, such as “Discover Weekly,” create the feeling that the music service knows exactly what its users like. This experience leads to strong customer loyalty.
How can companies get started effectively with neuromarketing? It is crucial to understand the emotional triggers of the target group to develop effective marketing strategies. With the following three essential points, brands can refine their marketing measures based on data and build a deeper emotional connection with their customers:
Neuro-marketing offers companies a powerful tool to reach customers on a deeper, emotional level and retain them long-term. By strategically using emotions, storytelling, sensor technology, social proof, and personalization, brands can not only gain the attention of their customers but also strengthen their loyalty in the long term.
The future of marketing lies not only in data and algorithms but also in understanding the human brain. Companies that use these insights will not only outperform their competitors but also create a bond that lasts far beyond the next purchase. Would you like to implement neuro-marketing for your company? Get in touch with us at vibes@hbi.de, and we will be happy to support you.
Junior Communication Consultant at HBI Communication Helga Bailey GmbH
Annika Müller has been supporting HBI in the areas of PR and marketing since 2022. As a Junior Communication Consultant, her responsibilities include the creation of professional articles and the conceptualization of social media postings.
Furthermore, Annika is involved in directly assisting our client work.
