Why do we buy what we buy? A look into our brains

Initial situation
95% of all purchasing decisions are made unconsciously. Nevertheless, companies invest the majority of their budgets in rational arguments, product features, and price communication. The result: interchangeable messages that miss the actual decision-making logic of the target group.

What you will learn in this presentation
How our brain actually makes purchasing decisions — and why classic market research often provides the wrong answers. You will get to know the central motivational systems that guide consumer behavior and learn how neuromarketing makes these motives visible and usable. Using concrete practical examples, it will be shown how brands align their communication to activate the right triggers in the minds of the target audience.

Your Key Takeaways — How the three major motivational systems (security, excitement, autonomy) determine buying behavior — Why people do not buy what they say — and what that means for your communication — Concrete approaches to make brand messages neuropsychologically more effective

For whom
Marketing managers, brand management, managing directors — who want to understand why their target audience actually buys.