Archive | September, 2007
Halo 3: Brain Games
A few weeks ago, WIRED published an interesting story on the massive amount of testing that has gone into producing Halo 3. The biggest part of this has been usability testing to ensure that the game is continuously playable. By eliminating places where most players get hopelessly lost, or killed many times in [...]
Continue reading...Why Buy? Brandweek on Neuromarketing
24. September 2007
Earlier this month, Brandweek’s Jim Edwards put together a nice survey of the various ways companies are trying to get into consumers’ minds. He spends little time on well-publicized fMRI brain scan efforts, and the discussion of other techniques will be interesting to neuromarketing enthusiasts and skeptics alike.
Continue reading...Korean Air Tries Sensory Branding – on TV
21. September 2007
The company cited by Brand Sense author Martin Lindstrom for doing the best job of sensory branding is Singapore Airlines. Now, Korean Air seems to be making its own major effort to appeal to multiple senses… via the primarily visual medium of television.
I’ve seen this ad air a number of times, and was struck [...]
Nonprofit Marketing: The Power of Personalization
20. September 2007
Logic tells us that a bigger problem should get more attention. One person suffering from a disease is certainly bad, but a thousand afflicted individuals should motivate us far more. As is often the case in our odd world of neuromarketing and neuroeconomics, research shows that our brains operate in an illogical and [...]
Continue reading...Sensory Appeal: Sight Matters
18. September 2007
I’ve written about this topic before, but the fact that food images are powerful marketing tools deserves mention again. In the same Oxford study (see Addictive Foods) that noted that pictures of chocolate triggered areas of the brain associated with addiction when viewed by chocolate cravers, the researchers also examined the response to actual [...]
Continue reading...Bad Intuition: Too-Thin Slicing
14. September 2007
The concept of “thin slicing” was popularized by Malcom Gladwell in is best-selling Blink. In short, thin slicing is the ability for people, based on their past experience, to find patterns in behavior, appearance, etc. with a very small time sample. An expert salesperson, for example, may intuit whether a prospect is a [...]
Continue reading...Fitness Marketers Need to Get Brainy
13. September 2007
Back in March, I predicted a fitness boom following a huge Newsweek cover story on exercise and the brain (Brain Improvement to Spark Fitness Boom). I’m still waiting. My own health club hasn’t had an observable influx of older members and, more significantly, I haven’t see any ads that make the link between [...]
Continue reading...AdAge: Neuromarketing or Neurohype?
10. September 2007
Advertising Age’s Mya Frazier has taken neuromarketing to task in Hidden Persuasion or Junk Science? Despite the alarming title, the article itself is reasonably balanced in content if not in tone. Frazier highlights some of the same neuromarketing problems we have identified here – overselling the power of the current technology to predict [...]
Continue reading...Contest Marketing: Beating the Odds
7. September 2007
In This is Your Brain on Money, I mentioned that I’d visit some of the other neuromarketing-related topics raised in Jason Zweig’s interesting article in Money, Your money and your brain. One of these is that our brains are programmed for “reward anticipation” but aren’t very good at calculating odds. Big potential rewards [...]
Continue reading...Adult Brains Can Change
6. September 2007
For those of us past the age of childhood, there’s good news from MIT and Johns Hopkins: conclusive proof that adult brains are capable of reorganization and change. While there has been considerable evidence of brain plasticity and neurogenesis in adults, the new work uses “brain imaging and behavioral studies to show that the [...]
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- Dov Gordon: While it's interesting to explore whether people c...
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26. September 2007
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