For years, neuromarketeers have been in pursuit of the buy button. This specific neural pattern ought to align perfectly with a rising slope in the sales curve.
Unfortunately, reality is more complex than that. While specific kinds of brain activity are certainly predictive of purchase and preferences (the nucleus accumbens and frontal asymmetry pop up time and again), the ultimate response seems to vary with content and strategy.
In the last decade, psychologists have uncovered many fascinating spillover effects of television genres making people more susceptible to different forms of advertising. A block of commercials isn’t processed in isolation. Instead, it’s tightly connected to the thoughts and feelings activated by the previous show, movie, news story and surrounding ads. This knowledge is solid gold for advertisers, as it allows them give their commercials an extra edge when buying media time.
Logo animation used to be hot. Over the last couple of years, companies have decided to back away from logo animation, and remove gradients and fillings. You’ve probably seen the logo evolutions of companies like Coca Cola, Pepsi and Shell – who all trimmed down the logo to the mere essentials.
Did you know that when you’re in the grocery store picking out a bottle of wine, the music that is playing can influence your choice? If you follow our posts closely you probably did. But either way, get ready to dive a little deeper into what influences you (and your customers) subconsciously.
Personally, I think the most fascinating thing about neuromarketing is that in this field of science findings are again and again surprising and counterintuitive. A recent study by Andrews, Lou, Fang and Ghose (2015) is another example of this phenomenon. But let’s take a step back first.