Archive | January, 2008
Starbucks Admits Sensory Mistake
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 [...]
Continue reading...Why Good Ad Copy Works
29. January 2008
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 [...]
Continue reading...Neuromarketing Top Tech Trend at BusinessWeek
28. January 2008
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 [...]
Why Choose This Book?
28. January 2008
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 [...]
Continue reading...Connectomics: Mapping The Brain
25. January 2008
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.”
Continue reading...Starbucks Trying to Cut Buyer Pain
24. January 2008
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 [...]
Continue reading...The Brain’s “Aha!” Spot
24. January 2008
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 [...]
Continue reading...Keith Winter: New Emsense CEO
23. January 2008
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, [...]
Continue reading...Cultural Brain Differences
21. January 2008
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 [...]
Continue reading...A New Role For Marketing
18. January 2008
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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31. January 2008
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