Krimel,
I was surprised that there was such thing as neuromarketing, but not
really surprised that science is a handmaiden to commerce.
I am terribly sad.
Marsha
At 02:25 PM 5/11/2009, you wrote:
[Marsha]
Where's the quality? (This is depressing.) Anybody know where
there's an empty cave?
[Krimel]
Perhaps it would help if you could say what there is about this that you
find surprising. Is this news to you?
Keys to Neuromarketing
1.We're self-centered: Nothing triggers self-centered action like a
transaction. "People are completely egocentric and all they want is
something that will create a difference in their lives, eliminate
pain and possibly bring them more pleasure," Morin says.
2.We crave contrast: "The bottom line is, on any given day, we will
receive about 10,000 ad messages, and only the ones that are huge
contrasts will get any attention," he says.
3.We're naturally lazy: Abstract advertising and marketing won't get
through. Keep it simple, but strong. "Most companies tend to create
abstract messages and use too many words," Morin says. "Reading is
much more a function of the 'new brain.' We recommend that, of
course, companies use a lot of concrete visuals."
4.We like stories: Advertising and marketing with strong beginnings
and ends create anchor points that we latch onto, so Morin advises
entrepreneurs to sum up and recap their strongest selling points at
the end of any promotional material. "The brain has a natural
tendency to pay attention at the beginning and end of anything," he says.
5.We're visual: Appealing video and graphic presentations can make
the difference at cash registers where price and reason can't. "We
process and make decisions visually, without being aware of them,"
Morin says. "Only later do we rationalize decisions we made."
6.Emotion trumps reason: Give us the right emotion to ride on, and
we'll buy what you're selling. "When we experience an emotion," he
says, "it creates a chemical change in our brain, hormones flood our
brain and change the speeds with which neurons connect, and it's
through those connections we memorize. We don't remember anything if
there isn't an emotion attached to that experience.
http://themarketingguy.wordpress.com/2009/04/07/there-is-marketing-and-then-
there-is-neuromarketing/
Neuromarketing is in its infancy. What next, putting oxytocin into
the packaging?
.
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_____________
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.
.
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