How would NIKE in uppercase fit differently to both men and women consumer decisions, compared to head & shoulders in lowercase? And what subtle effects had switching PEPSI to pepsi in 2004, after the brand case had been uppercase for 32 years? The present research in neuromarketing explains what effects letter case might have on consumer decisions. UBER and lyft seem to provide similar services, although their brand case might appeal specifically to either men or women.
What does the typical neuromarketing study look like? Let’s visualize for a moment what typical respondents go through in the hour they visit the neuromarketing lab.
First and foremost, there’s some brain scanning device involved, such as EEG or an fMRI scanner. Secondly, there are marketing stimuli the respondent has to interact with, oftentimes tv commercials, websites or pictures.
Next, imagine what the lab looks like. In the case of fMRI, the respondent lies flat in a turbine-shaped machine. EEG is a simpler and more flexible technology, allowing for lab designs simulating a comfortable living-room setting.
But still, there’s one essential thing missing. One thing that’s present all the time in real life, but completely lacking in almost any neuromarketing study. The answer? Other people.
As shoppers, we have learned to be wary of what we purchase and how. We research information and find the ‘best’ products for ourselves and with a heavy dependency on technology, we can now do this wherever we have access to WiFi or data. Six out of 10 mobile users begin their shopping journey on one device, but continue or finish on a different one. Mobile devices provide us convenient access to any form of content, which leads us to incorporate mobile-shopping into our habitual routines.
Habitual routines can actually benefit retailers, especially for those in a competitive environment. Two positive things happen: one, the habitual interactions provide consumers convenience, reinforcing their experiential state of being in a relationship with a brand, which leads to loyalty. Two, the dependency on their habitual routines will mean that consumers are relying on their automatic thinking and will therefore, spend less time considering alterative brands.
Brainwashing that has gone green
There has been an increasing amount of warnings about climate change and its rash consequences in the media. For some, attempts to preserve the Earth for the future generations became a cool trend. As a result of this, all sorts of green products have been filling the shelves.
But what makes a green product? Does a green can make a soft drink environmentally-friendly? Can we call a regular shampoo a green product by adding one natural ingredient? Such a practice of highlighting only a few green attributes is called greenwashing.
Every day, companies and brands vie for the attention of consumers. Through a consumer’s interaction with a brand’s product, this brand wants to become an inseparable part of the consumer’s life.
But should brands focus on the individual consumer? What if a brand can become an inseparable part of the consumer’s relationships – for example, with a spouse? It appeared that brands can benefit from focusing on couples and their shared usage of brands’ products through becoming a significant part of their shared identity narrative.