This body of research is surely the biggest compilation of neuromarketing data ever, and the results are always fascinating and sometimes surprising. This applied not only to the rather subtle messages on US packaging, but even packages that included bold text and gruesome disease photos. None, zero, nada. The very warnings intended to reduce smoking might well be an effective marketing tool for Big Tobacco!
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Do you remember the reason you purchased it? The reason you picked that certain brand over the others? How reasonable was your decision-making process? Therefore, what precisely inspires us to purchase things? Also, what is the reason that some people like Pepsi to Coke or Ruffles to Lays? While we might give the credit to the difference to just personal preferences in taste, a closer look shows that the answer to that is much less cut and dry, and goes really deeper. Rather, marketers should consider neuromarketing —which is.
Buy this book from Amazon Chapter 1 — Our buying choices are impacted without our control with mirror neurons What is the reason why another person yawns we get the uncontrollable desire to do the same? Everything boils down to mirror neurons. Basically, we redo in our minds anything we see some else doing. Through advertising, companies try to take advantage of our mirror neurons to lure us into buying.
Evolution can be used to explain the rush we acquire from buying. We think of purchases to be a sign of an increase in social status, which eventually improves our reproductive likelihood. Chapter 2 — Somatic markers influence the manner we view products.
Do you pick Peter Pan, Skippy or Jif? Anytime we make purchasing choices, our brains process an excess of opinions and thoughts and shorten all of them into one response. The reason is that our brains have already formed our decision-making map with somatic markers.
Fascinatingly, somatic markers make us like specific brands over others. Although it might look weird, attractive puppies make us contemplate a young family and even toilet training, and hence improve the brand with these theoretical associations.
Also, this clarifies the reason why we usually pick German-made kitchen appliances when met with a purchasing decision: we relate Germany with technological quality. Not surprisingly, effective marketing tools are somatic markers. Advertisers usually attempt to form links between two completely different things so as to strengthen our somatic markers. An illustration of this that was mentioned by the author is the power of paint color.
Nearly three months after, the business was thriving. Why did this happen? Clients linked that pink color with their childhood piggy banks. Chapter 3 — Marketers progressively make use of fear to sell us their products, and that is effective. As a matter of fact, fear can be a very persuasive marketing method.
When we are worried or scared, we try to find reliable foundations and pleasant experiences —may be in the form of purchases —so as to acquire the sweet rush of dopamine that comes with it. Eventually, dopamine, makes us want to continue shopping. A specifically touching illustration of this principle working can be noticed in Lyndon B. The link is clear: vote Johnson or you die in a nuclear war.
The outcomes? A clear rise in activity in the amygdala. Also, fear-based somatic markers can even link specific products with a lack of negative experiences. For instance, computer security software and diet pills form the association between the lack of their products with unpleasant repercussions; hence, alluring us to purchase them so as to evade negative experiences. Who would want to put their baby at risk of burning eyes? Chapter 4 — In marketing, subliminal messaging is used very frequently and it persuades us to buy.
The fear surrounding subliminal messaging —that is, the use of auditory, visual, or other sensory messages that are picked up just by our subconscious — has been widespread since the yeat , when the first subliminal advertising was used in an astonishing study.
In spite of the fact that the study was dismissed as a sham; however, the National Association of Broadcasters prohibited subliminal messaging.
All these kinds of sensory stimulation produce obvious subconscious reactions. Less subtly, Philip Morris, the owner of the tobacco brand Marlboro, really pays money to have their decoration with color schemes, ashtrays and other representations indicating to the Marlboro logo.
Therefore, we have these subliminal messages everywhere; however, do they really work? Neuromarketing studies reveal hat they actually work.
In the research, the participants were revealed one of the two faces and then they were told to pour for themselves a beverage and chose how much it was worth. The people that the smiling, happy faces were revealed to poured significantly more and were ready to pay two times the amount the people who had been shown the grumpy faces were willing to pay. These findings imply that even something as little as being welcomed with a smile by your cashier can have a huge effect on sales. Chapter 5 — Counterintuitively, health warnings and disclaimers really make sales increase.
Gone are the days when doctors prescribe their best brand of smokes to their patients. Rather, anytime smokers go to the convenience store to buy cigarettes, they come across with health warnings ranging from honest to absolutely offensive. Still, despite all of these warnings, about 15 billion cigarettes are bought daily across the globe. Understanding this, we need to question ourselves: Do these disclaimers actually work? In a study that was conducted, participants were shown pictures of cigarette warning labels, then they were told to rate their craving to smoke.
As a matter of fact, warning labels themselves really work against their planned aim. In the commercial, an apparently outgoing group of people sits together and they were smoking cigarettes; however, their cigarettes release lumps of greenish fat rather than smoke.
The point is obvious: smoking makes horrible gobs of fat to move through your bloodstream, clogging your arteries and ruining your health. Still, shockingly, this horrible commercial did not repulse smokers into stopping their bad habit.
Rather, their brains concentrated on the pleasant surroundings of these gregarious conversationalists, and their urge for a cigarette really grew. Therefore, instead of discouraging the habit, cigarette health disclaimers really enhance it! Chapter 6 — Powerful brands employ some of the same approaches as major religions to guarantee loyalty. What is the common thing between Coca-Cola and the Catholic Church? The response to that may be somewhat astonishing: they use a lot of the same approach for forming— and maintaining — loyalty.
For one, brands related to quasi-religious rituals are stickier than the other brands, that is, they assist us to create an emotional relation to the brand. Think about the Oreo cookie. Some people love to separate the cookie and lick the filling from the middle while other people like to dip the whole cookie in a glass of milk. Whichever way, everybody has their own ritual for eating the cookies, and hence, Oreo itself has turn into as much a ritual as it is a cookie.
Also, powerful brands, such as major religions, acknowledge their personal mission that makes them different from others.
Pepsi or Visa vs. Mastercard, powerful brands describe themselves by forming a difference with their rivals. This approach, while maybe controversial, certainly gains devoted followers and makes us loyal to the brand. Also, brands make use of iconography in the form of logos just liken those seen in religions. As a matter of fact, we even see similarities between powerful brands and religious references in the manner our brains react to these messages.
This proposes that our emotional engagement with a powerful brand almost looks like our spiritual connections. Chapter 7 — Are sexual references in advertising effective? Not the manner we believe they do. Briefly put, no. This was proven in a study that was conducted whereby two groups viewed different shows interrupted by advertisement breaks — one viewed sexually explicit scenes from Sex and the City, while the other viewed the explicit unsexy Malcolm in the Middle. Astoundingly, the people that watched the Sex and the City were less likely to recall the commercials than those who had viewed Malcolm in the Middle.
As a matter of fact, sexual content in commercial efficiently blinds viewers to real products. As you would have thought, the sexual content got the majority of the focus; however, it came at a cost: viewers really disregarded the brand names and logos. The study named this occurrence the Vampire Effect: these sexy pictures were taking concentration away from the real advertisement. But, some sexual content is really good marketing; however, frequently for its shock value and the surrounding controversy.
For instance, consider the American Apparel, whose commercial campaigns are characterized by young models in seductive postures. Though the company has been condemned for pornographic and shameful content, its sales have never been greater.
Chapter 8 — Neuromarketing has the ability to basically transform the manner we make a market research. As we have understood, the majority of consumer decisions are unconscious, which makes traditional surveys an inadequate tool in market research. Then, they were questioned about to rate the probability of watching them afterward.
According to the traditional questionnaires, it was revealed that Quizmania was less likely to be watched, whereas The Swan and How Clean Is Your House? Also, neuromarketing can assist disregard the marketing methods that are not effective or go wrong.
The tagline goes thus Life comes at you fast, signifying that you have to invest with Nationwide Annuities, in case you as well change from wealthy to poor. But, real neuroimaging data from fMRIs, revealed that the advertisement was really scaring away likely customers. In a study that was done, participants were told to rate their enjoyment of different wines. But, the catch was that one of the wines was presented two times —the first time with a costly label and the next one with a cheap one.
From the brain scans, when participants were presented with costly wines, it showed that brain activity flared up in the medial orbitofrontal cortex — the region of the brain whereby pleasure is seen. This study proposes that a higher price can really improve our enjoyment of a product even when every other thing about it stays the same.
Therefore, if you wish to sell more wine, it may really be beneficial to increase the cost! For marketers to know consumers better, marketers will have to look straight into the brain itself by making use of neuromarketing research methods.
Buyology by Martin Lindstrom [Book Summary]
Do you remember the reason you purchased it? The reason you picked that certain brand over the others? How reasonable was your decision-making process? Therefore, what precisely inspires us to purchase things? Also, what is the reason that some people like Pepsi to Coke or Ruffles to Lays?
books by martin lindstrom
Strike 1: Lindstrom seems to think that technology -- all technology -- is neutral. His example is that hammers can do nasty things but there is no need to outlaw, restrict or ban hammers. Fine, I agree. As long as we are talking about hammers, that is. But when discussing companies doing fMRI scans on potential consumers to get at their instinctual, pre-rational impressions of Summation: Lindstrom gets all excited about doing brain scans on consumers as they view advertisements and products.
Buyology: Truth and Lies About Why We Buy and the New Science of Desire
Era consciente de que descubrir lo que sucede en nuestro cerebro cuando elegimos una marca frente a otra era crucial para sentar las bases del marketing del futuro. El neuromarketing puede beneficiarnos a todos. Si en la pantalla del ordenador se detecta un pico abrupto en la corteza perifrontal izquierda de uno de ellos, puede significar que los chocolates Kit Kat le agradan o le apetecen. La esencia del atractivo del Mini Cooper estaba en que el cerebro lo registraba como un rostro agradable. Hay dos explicaciones posibles para esto. Desde hace tiempo, Martin Lindstrom albergaba la sospecha de que las estrategias tradicionales de publicidad y marketing, como los anuncios y la publicidad por emplazamiento, no funcionaban.
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