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To sum up, our brains naturally tend to be wary: they seek to detect threats to our survival. He therefore has no confidence and even tends to be alarmed. Hence the frequent appearance of a negative emotion, fear, and the need to take it into account – before any relationship!
In practice, everything must be done to avoid triggering this feeling of fear. Because as soon as this emotion seizes the brain, it switches to a “degraded” functioning, in the sense that it loses its means of functioning logically. Any dialogue becomes difficult, even conflictual and irrational.
The objective is to create a feeling of psychological and emotional security. To achieve this, doubts must always be avoided. Because as I just explained, in case of doubt, the brain will make the worst case scenario: the brand is a predator trying to trap me!
So, to avoid doubts, it is recommended to clarify everything. Each step of the customer journey must be crystal clear. This simplification work is costly for brands, but necessary.
Tha lack of clarity will generate doubts, efforts, abandonment, unnecessary questions, misunderstandings and even conflicts. It is exactly the same mechanism as for an encounter between two people, as we have seen previously.
Neuropedagogy provides practical solutions and leading principles. To name a few:
Moreover, it is not enough to clarify every point of a customer’s journey, it is necessary to maintain his attention and motivation!
Here too, some practical solutions and proven guidelines can be proposed:
Our brains and minds fundamentally need meaning. When acting, the individual must feel in phase, in keeping with his or her own values. If this is not the case, negative feelings, such as doubt or guilt, will emerge. The decision will be abandoned or postponed.
Hence the importance for brands to display and above all to embody motivating and authentic values. The lack of authenticity being perceived as a deception, or even as an attitude of contempt on the part of the client.
Moreover, we must not forget that we are not isolated individuals: we have a “social brain”. The brand or its product must allow and even encourage the creation or strengthening of our social ties.
Brands car now rely on certain advances in neurology. However, there are ethical limits to be respected – for example, as set by the American neurologist Robert Lustig (author of The hacking of the American Mind).
Historically, some neuro-marketing research has focused on creating or strengthening an addictive relationship between the brand, the product and its customer. This approach, which is morally reprehensible, has also become very risky.
In the end, neurology can make a significant contribution to the relationship between brands and their customers, as long as people are respected and a strong win-win relationship is created!
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