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Kenneth Dahl

Kenneth Dahl

Kenneth is a human behaviour researcher.
With an educational background in Cognitive Semiotics and a true passion for neuromarketing Kenneth studies what really drives human decision making.
Kenneth currently works as a Behavioural designer in Denmark with 5+ years of experience within qualitative consumer research.


Articles from this author

Why Aspirational Advertising Fails 9 Times out of 10

Why Aspirational Advertising Fails 9 Times out of 10

We’ve all heard it before: “buy this car and have the luxury life you always wanted”. Usually, advertising sketches a utopia; an idealistic world. This form of marketing, where a certain product offers the key to the life you always wanted, is known as aspirational marketing.

This form of advertising builds on the principle of cognitive consistency theory, which claims that a fit between one’s self-concept and an identity-enhancing brand or product category leads to greater attraction.

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