| Clipped from: Neuromarketing - Wikipedia, the free encyclopedia |
Neuromarketing
From Wikipedia, the free encyclopedia
Neuromarketing is a new field of marketing that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state (heart rate, respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.| Clipped from: NEUROMARKETING: The new science of marketing without marketing |
| Clipped from: Neuromarketing: What's it all about? |
Neuromarketing: What's it all about?
From a talk of the same name delivered to the inaugural Australian Neuromarketing Symposium at Swinburne University (Melbourne) in February 2007.
By Max Sutherland
Beginnings
Neuromarketing is an applied extension of neuroscience. The application of brain-scan technology to marketing, especially the use of fMRI (see inset), gave rise to the term.
First encounters
| Clipped from: Neuromarketing |
Keys to Neuromarketing
Christophe Morin, co-author of Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain, says entrepreneurs can improve their products, services, marketing and advertising by learning six keys to neuromarketing. These tenets stem from Morin's argument that most purchase decisions are made subconsciously, in the nether regions of the mind he calls the primal brain, areas where basic fight-or-flight instincts kick in. We buy, he says, out of fear.
- We're self-centered: Nothing triggers self-centered action like a transaction. "People are completely egocentric and all they want is something that will create a difference in their lives, eliminate pain and possibly bring them more pleasure," Morin says.
- We crave contrast: "The bottom line is, on any given day, we will receive about 10,000 ad messages, and only the ones that are huge contrasts will get any attention," he says.
- We're naturally lazy: Abstract advertising and marketing won't get through. Keep it simple, but strong. "Most companies tend to create abstract messages and use too many words," Morin says. "Reading is much more a function of the 'new brain.' We recommend that, of course, companies use a lot of concrete visuals."
- We like stories: Advertising and marketing with strong beginnings and ends create anchor points that we latch onto, so Morin advises entrepreneurs to sum up and recap their strongest selling points at the end of any promotional material. "The brain has a natural tendency to pay attention at the beginning and end of anything," he says.
- We're visual: Appealing video and graphic presentations can make the difference at cash registers where price and reason can't. "We process and make decisions visually, without being aware of them," Morin says. "Only later do we rationalize decisions we made."
- Emotion trumps reason: Give us the right emotion to ride on, and we'll buy what you're selling. "When we experience an emotion," he says, "it creates a chemical change in our brain, hormones flood our brain and change the speeds with which neurons connect, and it's through those connections we memorize. We don't remember anything if there isn't an emotion attached to that experience.
Dennis Romero
| Clipped from: Buyology - Truth and Lies About Why We Buy - Wikipedia, the free encyclopedia |
Buyology - Truth and Lies About Why We Buy
From Wikipedia, the free encyclopedia
Buyology – Truth and Lies About Why We Buy (2008) is a bestseller [1] authored by Martin Lindstrom who tries to analyze what makes people buy. The author tries to identify the factors that influence buyers' decisions in a world which is cluttered with messages like advertisements, slogans, jingle, and celebrity endorsements. Lindstrom, through a study of the human psyche, throws light on the subconscious mind and how that plays a major role in deciding what the buyer will buy. In doing so, Lindstrom breaks a number of existing myths related to advertising and promotion.| Clipped from: Buyology - Martin Lindstrom's Latest Book |
| Clipped from: BUYOLOGY INTRO - Video |
BUYOLOGY INTRO - Click here for more home videos
| Clipped from: YouTube - Buyology ~ Religion |
Buyology ~ Religion
| Clipped from: The science of shopping | The way the brain buys | The Economist |
The science of shopping
The way the brain buys
Retailers are making breakthroughs in understanding their customers’ minds. Here is what they know about you
IT MAY have occurred to you, during the course of a dismal trawl round a supermarket indistinguishable from every other supermarket you have ever been into, to wonder why they are all the same. The answer is more sinister than depressing. It is not because the companies that operate them lack imagination. It is because they are all versed in the science of persuading people to buy things—a science that, thanks to technological advances, is beginning to unlock the innermost secrets of the consumer’s mind.| Clipped from: YouTube - Buyology 1 of 2 |
Buyology 1 of 2
| Clipped from: YouTube - Buyology 2 of 2 |
Buyology 2 of 2
Related
Neuromarketing - Wikipedia, the free encyclopedia
Buyology - Truth and Lies About Why We Buy - Wikipedia, the free encyclopedia
Neuromarketing: What's it all about?
Neuromarketing
Buyology - Martin Lindstrom's Latest Book
The science of shopping | The way the brain buys | The Economist
Mind Hacks: It's not a supermarket, it's a behavioural science lab
This Is Your Brain On Shopping - Forbes.com
