Unconscious Language: words in Neuromarketing

Words possess an extraordinary power, capable of evoking emotions, shaping perceptions and, ultimately, influencing our decisions. In the dynamic world of marketing, this influence takes on an even more sophisticated dimension thanks to neuromarketing. This cutting-edge discipline recognizes the crucial role of language, understanding how persuasive words, emotional appeals, and framing techniques trigger specific neural responses in the consumer’s brain.¹ By carefully studying brain reactions to advertisements and products, marketers gain valuable insights into subconscious preferences, paving the way for far more effective communication strategies.¹ Neuromarketing, with its interdisciplinary nature, blends neuroscience, psychology and marketing principles to decipher the complex behavior of the consumer and the decision-making processes that guide it, analyzing the reactions that occur below the threshold of consciousness.¹

The Scientific Basis: How Neuromarketing Studies the Impact of Language on the Consumer’s Brain

Neuromarketing uses sophisticated neuroimaging and measurement techniques to scrutinize the brain’s responses to a wide range of marketing stimuli, with language playing a prominent role.

 Technologies such as functional magnetic resonance imaging (fMRI), electroencephalogram (EEG), eye-tracking, facial coding, and biometrics provide valuable data on how the brain reacts to specific words and phrases. In this context, linguistic cues act as real triggers, capable of triggering specific neural reactions. The phenomenon of “semantic priming” further illustrates this mechanism, demonstrating how the use of certain words can activate associated concepts and memories in the consumer’s mind.¹

The scientific foundations of neuromarketing are rooted in disciplines such as neurolinguistics. Neuroplasticity, or the brain’s ability to change itself through experience, allows language to shape neural pathways and influence perceptions. In parallel, the theory of linguistic relativity suggests that spoken language influences an individual’s cognitive processes and worldview. At the brain level, several areas play key roles in marketing language processing. The brain’s reward system, mediated by the neurotransmitter dopamine, is critical in purchasing decision-making processes. The amygdala, the center of emotions, processes emotional responses to advertisements and products, while the prefrontal cortex is involved in logical reasoning and brand evaluation.¹ It is essential to emphasize that the primary objective of neuromarketing is to understand and predict consumer behavior, providing companies with tools to refine their communication strategies. Contrary to a widespread perception, neuromarketing does not aim to manipulate minds or create “zombie” consumers, but rather to unravel the unconscious mechanisms that guide purchasing choices.⁵

The Emotional Impact: Words That Touch the Heart and Guide Decisions

The effectiveness of language in marketing is deeply rooted in its ability to elicit emotions. Emotional language activates the limbic system, the seat of emotions in the brain, influencing quick decisions and often going beyond rational logic.¹ In fact, messages that appeal to emotions tend to be more effective than purely rational arguments.¹ There are specific categories of words, often referred to as “trigger words”, “power words” or “emotional words”, which have the ability to evoke intense emotional reactions, both positive and negative, conditioning the reception and action consequent to a message.

Some emblematic examples of these words include “free,” which generates excitement and curiosity ²⁵; “discover”, which stimulates the desire for exploration and acquisition of new information; “instantaneous”, which appeals to the desire for immediate gratification and efficiency ²⁵; “new”, which attracts attention by signaling progress and innovation; “secret”, which arouses curiosity and a sense of exclusivity; “why”, which provides a logical and emotional motivation5; and “now,” which creates a sense of urgency. Using words that evoke positive emotions such as happiness, joy, trust, hope, and excitement is key to building positive mental associations and strengthening the bond with the brand. However, it is crucial to emphasize that the effectiveness of these emotional words is based on authenticity and responsibility. Excessive or misleading use can easily erode consumer trust.

Urgency and Scarcity: The Language That Drives Immediate Action

In the neuromarketing landscape, words that evoke urgency and scarcity are powerful tools to stimulate an immediate response in the consumer. Terms such as “now,” “just for today,” “limited time,” “last chance,” “hurry,” and “act now” create a sense of imminence that plays on the fear of missing out on a lucrative opportunity, a phenomenon known as “loss aversion” or FOMO (Fear Of Missing Out).¹ Similarly, words such as “limited,” “exclusive,” “only one day left,” and “while supplies last” accentuate the perception of scarcity, making the offer more desirable and prompting the consumer to act quickly to stay in the bag.¹

These language strategies appeal directly to the primary brain, the oldest and most instinctive part of our brain, which reacts strongly to the prospect of losing something of value.^Using numbers to quantify scarcity, such as “only 3 left” or “limited to the first 100 customers,” can further intensify the sense of urgency. The use of countdown timers and the setting of clear deadlines also contribute to this atmosphere of haste and the need to act immediately.¹⁵ However, it is essential to remember that an abuse of these tactics can generate a sense of fatigue and distrust in the consumer, even going so far as to devalue the brand. Authenticity and moderation in the use of these linguistic levers are, therefore, key elements for an effective and respectful neuromarketing strategy.²⁷

Basic Needs and Desires: Words That Respond to Fundamental Motivations

The language of marketing can be wisely calibrated to intercept the primary needs and desires of the human being, such as economic savings, ease of use, safety, a sense of belonging and the desire for personal improvement.²⁶ Words like “save,” “easy,” “guaranteed,” “discover,” “exclusive,” “transform,” “effortless,” “innovative,” “best,” “ultimate,” and “value” resonate deeply with these intrinsic motivations.²⁵

An effective approach is to focus communication on potential customers, using the pronoun “you” and focusing on the concrete benefits that the product or service can offer (“what’s in it for you?”).^{3The use of tangible language and concise phrases that are easily understood by even the most instinctive part of the brain (“}primal brain”), such as “save money”, “easy to use” or “24/7 access”, is crucial for successful communication.⁴⁰ A thorough understanding of the specific needs and “pain points” of the target audience is essential to select the most appropriate words that can create a deep emotional resonance. A generic message may have limited impact; For this reason, it is essential to tailor communication based on the in-depth knowledge of your audience.

Persuasive Techniques: How Words Are Strategically Used in Marketing

In neuromarketing, words are not chosen at random, but are strategically employed to maximize their persuasive capacity. Storytelling, for example, proves to be a powerful technique, capable of involving different areas of the brain, strengthening emotional connections and improving the memorization of the message. Metaphors, in turn, activate the sensory and motor regions of the brain, increasing the level of consumer engagement.¹ Repetition of keywords and messages helps strengthen neural connections and improve message retention.¹ The use of action verbs also stimulates the motor cortex, increasing audience engagement.¹

The “framing” technique plays a crucial role in the perception of the message: positive framing activates the brain’s reward centers, while negative framing triggers loss aversion.¹ Highlighting the contrast between a situation “before” and “after” the use of a product or service, or between a condition “with” and “without”, proves effective in illustrating the need and value of the offer. Other persuasive techniques include using the Socratic method, asking thought-provoking questions in subheadings, and identifying a “common enemy” to create a sense of alliance with the consumer.⁴³

The Cultural and Linguistic Context: The Importance of Nuances for Effective Marketing

The effectiveness of language in neuromarketing is not universal, but it is profoundly influenced by the cultural and linguistic context.¹ Language acts as a cultural lens through which people interpret the world and, consequently, marketing messages. The translation of a message cannot be limited to a mere literal transposition, but must take into account cultural connotations, emotional impact and idiomatic expressions, which often lose their original meaning if translated superficially. The tone and level of formality of the marketing language also vary significantly depending on the target culture.

In addition to words, color associations, symbolism, gestures, and body language can also take on different meanings in different cultures and must be carefully considered when creating marketing materials. While there are universally recognized basic emotions (such as happiness, fear, and surprise), humor and irony are often specific to a certain culture. To ensure marketing effectiveness globally, companies need to invest in in-depth cultural market research and, potentially, use neuromarketing tools to test the resonance of their language and messages in different cultural contexts.

Concrete Examples: The Use of Neuromarketing Words in Different Strategies

Numerous case studies illustrate the effective application of neuromarketing principles, including careful language selection, in different marketing strategies. The famous challenge between Coca-Cola and Pepsi, analyzed through brain scans, revealed how brand loyalty significantly influences the perception of taste, with Coca-Cola eliciting more intense emotional responses.⁶ The restyling of Campbell’s Soup’s packaging, based on eye-tracking studies and focus groups, demonstrated the impact of color and images on consumer perception and brand identity.⁶ Frito-Lay has also used neuromarketing to develop packaging that is more attractive to the female audience, achieving a significant increase in sales. PayPal’s “Trust” campaign leveraged words that evoked security and reliability in online transactions, increasing the adoption of the platform.

In the context of online marketing, Amazon cleverly uses phrases like “Buy Now,” inserts words that create urgency into email subject lines, and personalizes offers to maximize engagement and conversions. The same architecture of IKEA stores, designed to guide customers through the entire assortment before they leave, represents a broader neuromarketing strategy that influences purchasing behavior. Even in the context of content creation, the use of questions in subheadings and “power words” in text are techniques inspired by the principles of neuromarketing.

To provide a more structured overview, the following table summarizes several categories of keywords used in neuromarketing, providing concrete examples and illustrating their intended psychological effect:

Keyword Category	Word Examples	Psychological effect intended	Article section
Positive Emotions	Joy, Happy, Trust, Hope, Enthusiasm	Building positive associations, strengthening the connection with the brand	The Emotional Impact
Urgency	Now, Today, Now, Expires, Last Chance	Fear of missing an opportunity, immediate action	Urgency and Scarcity
Scarcity	Limited, Exclusive, Rare, Only a few left	Increased perceived value, desire to own	Urgency and Scarcity
Basic Needs	Save, Easy, Guaranteed, Discover, Transform	Responding to key motivations, reducing perceived risk	Basic Needs and Desires
Authority	Expert, Proven, Scientific, Reliable	Building credibility and trust	Persuasive Techniques
Novelty	New, Innovative, Revolutionary	Arouse curiosity and excitement	The Emotional Impact

Ethical Considerations: When Language Influence Meets Accountability

The application of neuromarketing raises important ethical questions, particularly regarding the potential for manipulating and exploiting consumers’ subconscious responses without their full consent or awareness. Strict ethical guidelines emphasize the importance of respecting consumer autonomy, promoting their well-being, ensuring fairness, protecting their privacy, and obtaining informed consent. Transparency and honesty in the use of “trigger words” are essential to avoid deceiving or manipulating the public. Particular care should be taken when targeting vulnerable consumer groups, such as children or people in disadvantaged socio-economic conditions.

 The goal of ethical neuromarketing should be to understand the real needs and desires of consumers, rather than trying to manipulate them to their advantage. An additional ethical aspect to consider is the debate on “free will” in the context of neuromarketing, which questions the extent to which our decisions can be influenced on a subconscious level.

Mastering the Art of Language in Neuromarketing

In conclusion, language proves to be a powerful and sophisticated tool in the field of neuromarketing. Its ability to trigger emotional and cognitive responses on a subconscious level provides marketers with the opportunity to create more effective and persuasive messages. However, it is essential to approach these techniques with a deep awareness of the ethical and cultural implications. Understanding the scientific basis of neuromarketing, exploring the emotional impact of words, wisely using the levers of urgency and scarcity, responding to consumers’ basic needs, and mastering persuasive techniques are key elements for successful marketing. In an ever-changing landscape, characterized by a growing focus on ethics and cultural sensitivity, the ability to use language responsibly and effectively represents a crucial competitive advantage for any company. Marketing professionals are therefore called upon to master the art of language in neuromarketing, applying the knowledge acquired in a conscious and strategic way to achieve their goals while respecting the consumer.