Archive | January, 2008

Starbucks Admits Sensory Mistake

31. January 2008

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Starbucks understands sensory branding, and in particular olfactory marketing. The wonderful aroma of a good coffee shop is a great selling and branding tool – this is particularly important since research shows that the majority of the experience of drinking espresso comes from the coffee shop experience itself. Now, Starbucks has announced that [...]

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Why Good Ad Copy Works

29. January 2008

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All too often, writing the copy for an ad campaign seems to be an afterthought. As any skilled copywriter knows, though, good copy will outperform mediocre text every time. Now, Read Montague, professor of neuroscience at Baylor College of Medicine and fellow at Princeton’s Institute for Advanced Study, offers an explanation of [...]

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Neuromarketing Top Tech Trend at BusinessWeek

28. January 2008

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Neuromarketing is one of the Top 8 Tech Trends for 2008, according to BusinessWeek’s Stephen Baker in What You Really Want to Buy.
Forget focus groups. Companies that want feedback on a product are getting inside consumers’ heads—literally. The latest rage in marketing involves harnessing a test subject to a narrow shelf, securing the [...]

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Why Choose This Book?

28. January 2008

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Why Choose This Book? How We Make Decisions by Read Montague sounds like the perfect read for neuromarketing and neuroeconomics enthusiasts. In fact, the book does provide some interesting insights but the overall density of actionable information, at least for marketers, is fairly low. The title might lead one to believe that the [...]

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Connectomics: Mapping The Brain

25. January 2008

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Using automated technology to derive neural maps from brain tissue, Harvard researchers are in the early stages of an effort to map the human brain. Eventually, the researchers hope to map every synapse in the human brain and produce a “connectome.”

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Starbucks Trying to Cut Buyer Pain

24. January 2008

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As described many times here at Neuromarketing, paying for a product activates the brain’s pain center, particularly if the price seems too high to the person making the buying decision. Starbucks is the company that taught us that $5 for a cup of coffee (or at least for a skinny mocha peppermint latte with [...]

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The Brain’s “Aha!” Spot

24. January 2008

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Long recognized psychological phenomena and various aspects of human behavior are being localized in the brain daily, it seems, and the latest to be studied is discovery, often referred to as an “Aha!” or “Eureka!” moment. This is the turning point when one realizes that one has found what one is looking for or [...]

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Keith Winter: New Emsense CEO

23. January 2008

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Keith Winter was named CEO at Emsense, a neuromarketing company that uses EEG and other technology to measure consumer response to media and ads. Winter had previously held the COO slot at Exponential Interactive, an Internet advertising company. Web marketers might recognize Exponential’s previous name, Tribal Fusion, a bit more readily. Previously, [...]

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Cultural Brain Differences

21. January 2008

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It appears that neuromarketing practitioners face one more challenge in analyzing brain scans. Research at Stony Brook University, Massachusetts Institute of Technology (MIT) and Stanford University shows that people from East Asian cultures use their brain differently than people raised in the U.S. The study, titled “Cultural Influences on Neural Substrates of Attentional [...]

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A New Role For Marketing

18. January 2008

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Brain studies are providing lots of new insights into consumer behavior, but this post recognizes a new and important role for marketing based on neuroscience research. If you are an occasional Neuromarketing reader (or grazer!), this is one post that you may want to bookmark.
Few advertising and marketing execs discount the value of marketing, [...]

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