The Latest Neuromarketing Insights

Eva van Kessel

Eva van Kessel

There’s nothing more interesting than the brain. However, there are a lot of things that are easier to understand. With my blogs, I aim to convert theoretical findings of neuromarketing research into practical, understandable information.

During my Master’s degree in Economic and Consumer Psychology, I tried to find answers to questions such as: Why do people say one thing, but choose the other? What makes a marketing strategy effective?

The neuromarketing insights I will share on NewNeuromarketing provide nuanced, evidence-based answers to such questions.

Articles from this author

The Positive Side of Negative Branding

The Positive Side of Negative Branding

When Negative Branding works

''Read this, you loser..''

Quiz time! What do Weekend Offender, Gucci Guilty, Monster Energy, Fresh Ego Kid, Arrogant Bastard Ale, Dior Sauvage have in common? 

That’s right: these are all brand or product names with a negative, dark or unpleasant connotation. Terms like offender, monster, and bastard are all related to negative concepts in our brains.

But did you know that this type of “negative” branding can lead to the most positive outcomes? Recent research shows that negative branding can make brands more appealing to members of the target audience, and increases their willingness to pay.

In this blog, you’ll learn why and when negative branding works, so you can use it to your advantage.

Are you ready to discover the bright side of negative branding? Just keep reading!

Want To Make A Great First Impression? Start At Your Customer's Front Door

Want To Make A Great First Impression? Start At Your Customer's Front Door

Do you ever think about the first impression you leave on others?

If you are like most people, you do. After all, we only have one chance to make a great first impression, right?

But leaving a memorable first impression is not just relevant for people. It’s also very important for online retail brands. In fact, leaving a positive first impression elevates returns, sales, and brand experiences!

Curious to find out how? This blog will explain how brands can use their product delivery packaging to leave an exceptional first impression on their customers.

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