Archive for July, 2007
Monday, July 30th, 2007
Does Your Marketing Smell?
What does your marketing program smell like? If you have difficulty answering that question, you need to get up to speed on the powerful impact that’s possible by activating your customers’ olfactory nerves. (Web-only marketers won’t have to worry about this yet, but retail marketers and even those who use print media, direct […]
4 Comments » - Posted in Neuromarketing by Roger Dooley
Tuesday, July 24th, 2007
Better Brain Scans
Despite the pretty pictures generated by today’s fMRI machines, they are lacking in both spatial and temporal resolution. Siemens is addressing this issue by commercializing a new kind of scanner technology that uses an array of sensors to produce more detail in less time.
MRI machines in medical centers typically have up to 12 coils, […]
2 Comments » - Posted in Neuromarketing, Neuroscience Research, Neuroeconomics by Roger Dooley
Monday, July 23rd, 2007
Marketing and the Placebo Effect
We all know what the placebo effect is - give a group of patients a sugar pill instead of a medication with active ingredients, and some of them will show an improvement in their symptoms. Drug researchers treat the placebo effect as an annoying artifact that must be eliminated by using double-blind studies. […]
2 Comments » - Posted in Neuromarketing, Neuroscience Research by Roger Dooley
Wednesday, July 18th, 2007
How Customers Think
“About 95% of all thought, emotion, and learning occur in the unconscious mind - that is, without our conscious awareness.”
-Gerald Zaltman, in How Customers Think
This is a basic premise of almost everything we write about here at Neuromarketing - that customers generally can’t understand or explain why they make choices in the marketplace, and that […]
No Comments » - Posted in Neuromarketing, Neuroscience Research, Neuroscience and Marketing Books by Roger Dooley
Monday, July 16th, 2007
Can Moving Images Improve Ad Recall?
Side-to-side eye movements have been shown to improve memory, according to researchers in the UK and the US. They speculate that the eye movement causes the two hemispheres of the brain to interact with each other more, but a mechanism for the memory enhancement hasn’t been determined conclusively. Andrew Parker and colleagues at […]
No Comments » - Posted in Neuromarketing, Neuroscience Research by Roger Dooley
Thursday, July 12th, 2007
High Testosterone Marketing
How does marketing to high-testosterone males differ from pitching their lower testosterone counterparts? And who are those testosterone-rich individuals?
Recent neuroeconomics research gives us some clues. As reported in the New Scientist, Harvard researcher Terry Burnham tested male subjects with the Ultimatum Game after measuring their testosterone levels. The Ultimatum Game gives one […]
1 Comment » - Posted in Neuromarketing, Neuroscience Research, Neuroeconomics by Roger Dooley
Wednesday, July 11th, 2007
Why We Buy
Why We Buy - The Science of Shopping, by Paco Underhill, isn’t exactly what the title might imply. It’s not a neuromarketing text, it doesn’t delve deep into the psyches of consumers, and it doesn’t disclose the hidden motivations of shoppers. Despite the lack of colorful brain scans, Why We Buy is an […]
No Comments » - Posted in Neuromarketing, Neuroscience and Marketing Books by Roger Dooley
Monday, July 9th, 2007
Sensory Branding
Continuing our survey of neuromarketing books, we recently finished Brand Sense - Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, by Martin Lindstrom. This data-packed volume was published in 2005, and is based in part on a global research project by Millward Brown which studied the relationship between branding and sensory awareness.
Lindstrom’s […]
No Comments » - Posted in Neuromarketing, Neuroscience and Marketing Books by Roger Dooley
Thursday, July 5th, 2007
Emotional Branding
Emotional Branding - The New Paradigm for Connecting Brands to People by Marc Gobé isn’t a new book - it dates back to 2001. Nevertheless, those interested in neuromarketing or in gearing marketing efforts to work at the subconscious level will find much of the information useful. Gobé believes that brands have personality and […]
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