chiefmarketer - Latest Comments in Neuromarketing: What the Human Brain Means to Your Campaign

Re: Neuromarketing: What the Human Brain Means to Your Campaign

Jim Ruszala — Wed, 10 Feb 2010 21:06:55 -0000

Neuroscience, while not necessarily a new field, is finding a broad range of next generation application; particularly in how we package, message and sell products and services. From the loyalty perspective, we've all - at one time or another - looked to map attitudinal and past behavioral models to determine degrees of loyalty and future purchase decisions. The fact is though, there are many facilitators and constraints associated with the final choices consumers make (brand image, pricing sensitivities, breadth of options, etc.).

While neuroscience can be a key towards discovering how best to influence purchases or other forms of engagement, we're human and as such can "change our minds". That said, I'm a firm believer that applying neuroscience techniques can improve your odds on performance outcomes.

Nice article, one that we should all invest more time and effort towards how neuroscience can be applied in the loyalty space.

Re: Neuromarketing: What the Human Brain Means to Your Campaign

Subham L Chakravarty — Wed, 04 Nov 2009 09:39:22 -0000

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.

Thanks for the article.

Subham L Chakravarty

Re: Neuromarketing: What the Human Brain Means to Your Campaign

Stephen Denny — Tue, 27 Oct 2009 14:23:44 -0000

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