What is your association with thinness? Discipline? Beauty? Health? That doesn’t come as a surprise. Advertisers, the movie industry and social media are reinforcing these associations every day, making us believe that being thin is hard work and that everyone can be thin, provided that they have sufficient self-discipline. In Western societies we even see a stereotypical connection between a person’s weight and their economic value, such as success and financial achievement. On the contrary people with a high Body Mass Index (BMI) tend to hold a negative body image about themselves and are more likely to be affected by those idealized standards.
Friederike is passionate about understanding what really drives human decision making. She combines her expertise in the field of psychology, persuasion and usability to create data-driven and actionable insights for improving online environments. After earning a MSc in Economic & Consumer Psychology at Leiden University, she gained working experience in The Netherlands, Germany and the U.S. and is now responsible for managing and optimizing the online conversion of Kramp, Europe's largest technical wholesaler for the agricultural industry.
Influencing behavior through advertisements, both consciously and unconsciously, but especially the latter, has given neuromarketing a bad reputation. Take James Vicary’s famous subliminal messaging experiment from the 1950s as an example. Vicary claimed that subliminal projections telling ten thousands of people to Drink Coca-Cola and to Eat Popcorn during a movie caused a 18 % sales increase for Coca Cola and 58 % sales increase for popcorn.
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.
The Boomerang Effect of Discounts - Why Lower Prices Can Backfire and How to Avoid a Decrease in Sales
Discover how to improve sales by applying the right discounts for the right products.