The concept of neuromarketing was originally proposed by psychologists at Harvard University in the 1990s. According to the theory, more than 90% of a person’s mental activity, including emotions, occurs at the subconscious level. So this is an uncontrolled flow of consciousness. This version was very interesting to the giants of the market and politicians, who realized that if it is possible to influence the subconsciousness of citizens with the help of certain tools, one can achieve unprecedented success. The theory of neuromarketing precisely involves manipulating the consumer’s subconscious, influencing their thoughts and emotions and the deep level. 

Experts believe that the so-called sensory marketing helps to develop a conditioned reflex – a clear association of melody, sounds, smells, colors with certain brands. The main task of sensory marketing is quite harmless: to improve the mood of the buyer, because most consumers expect pleasant emotions from shopping.


Sound is a special factor affecting the human psyche, associated primarily with the psychophysiological characteristics of perception. Sound is reflected in consciousness in the form of a special mental image.

Music can influence customer behavior. The extraordinary role of auditory perception was confirmed in experimental studies of the impact of advertising media on the audience. With the help of sound impact, a person remembers and can reproduce 70% of the offered advertising information, and through visual impact – 72%. The simultaneous action of the auditory and visual series is the most effective – 86%.


80% of color and light are “absorbed” by the nervous system and only 20% by vision. There is a definite relationship between the color scheme of advertising and the natural perception of a person. It has been reliably established that each color evokes subconscious associations and emotions.

Semantics of primary colors:

– White does not carry any unpleasant emotions and serves as an excellent background

– Black is the color of self-immersion, with it comes the feeling of loneliness and isolation from the outside world. Black color often becomes a symbol of rejection of the surrounding reality, the desire for conflict. However, like white, it serves as a good background.

– Gray is a neutral color. Creates a feeling of stability, encourages a person to be modest, restrained.

– Red adjusts to decisiveness, activity. It directs a person to the outside world, causes excitement, anxiety, a desire to commit a certain act.

– Yellow is the color of openness, purposefulness. It helps to find inner peace and stays in memory longer than other colors. However, this color can evoke a sense of  changeability.

– Blue personifies the rejection of desires, humility and trust. This color creates a feeling of inner strength and harmony, helps to concentrate and calm down.

– Green is perceived as fresh and moist. The color of nature, it combines strength and balance.

Knowledge of the psychological semantics of colors helps to choose a color scheme in such a way that it matches the mood of consumers and most effectively shapes their emotional perception of the product.


Smells can persist for a long time in a person’s emotional memory. Smell stimuli stimulate memory and imagination, which is often accompanied by strong emotions similar to those experienced in a situation involving a particular odor.

For example, a scent present while performing a complex task can be stressful if a person encounters it later. An important problem is determining what emotions a smell will evoke in a person, based on his experience. One solution is to use a group of scents that work the same for everyone, the influence of which is based more on physiology than psychology.

Final thoughts

Considering all the features of sound, color and smell, marketers work on forming conditioned reflexes in customers. This is one of the most effective ways to sell goods and increase revenues. Knowing the laws of psychology and marketing can give you much more freedom when choosing what to buy. Therefore, you can be less affected by conditioned reflexes triggered by selling companies.

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