chiefmarketer: Neuromarketing: What the Human Brain Means to Your Campaign
stephendenny
· 2 months ago
The alternative to neuro-science (and with less of the baggage) is appying the social psychology of influence and persuasion to outbound marketing.
We're psychologically hard-wired to receive and process requests in certain ways, and ignoring how these "decision triggers" work means we're taking a leap of faith that our "creative" is "creative" enough. We're all more interested in being right than clever because the ROI is much bigger.
I'm in this field and have seen how re-engineering messages to tap the target's "decision triggers" dramatically improves the response rates of marketing campaigns.
Thanks - good piece and an important topic!
Regards, Stephen Denny @Note_to_CMO
Subham L Chakravarty
· 1 month ago
Even though I am not directly involved with either neuroscience or marketing, I try and keep a tab on the latest insights in both fields. This article was certainly quite interesting.
My first brush with this area was from a Hardy Boys novel, where the villain/culprit uses Subliminal Perception to transfer information and emotions using split-second images/words embedded in innocuous videos.
Well, that was fiction. But I'm piqued by the possibilities available to marketing honchos if something like that really works!
Then there was this quite interesting study which found that the 'discounting rate' (in economics) of men goes up significantly when shown images of attractive females - which converts to 'spend now!' impulses... which connects to the well-known 'sex sells' concept.
Another interesting study was that decision-making occurs in the 'lower brain', the most primitive part of the human brain that deals with the basics of survival, and is hard-wired to think that 'size matters', and 'power is survival' etc... examples, if I remember correctly, given to illustrate this was why men prefer bigger SUVs over safer salons, or why women prefer men with power.
All Comments
We're psychologically hard-wired to receive and process requests in certain ways, and ignoring how these "decision triggers" work means we're taking a leap of faith that our "creative" is "creative" enough. We're all more interested in being right than clever because the ROI is much bigger.
I'm in this field and have seen how re-engineering messages to tap the target's "decision triggers" dramatically improves the response rates of marketing campaigns.
Thanks - good piece and an important topic!
Regards,
Stephen Denny
@Note_to_CMO
My first brush with this area was from a Hardy Boys novel, where the villain/culprit uses Subliminal Perception to transfer information and emotions using split-second images/words embedded in innocuous videos.
Well, that was fiction. But I'm piqued by the possibilities available to marketing honchos if something like that really works!
Then there was this quite interesting study which found that the 'discounting rate' (in economics) of men goes up significantly when shown images of attractive females - which converts to 'spend now!' impulses... which connects to the well-known 'sex sells' concept.
Another interesting study was that decision-making occurs in the 'lower brain', the most primitive part of the human brain that deals with the basics of survival, and is hard-wired to think that 'size matters', and 'power is survival' etc... examples, if I remember correctly, given to illustrate this was why men prefer bigger SUVs over safer salons, or why women prefer men with power.
Thanks for the article.
Subham L Chakravarty