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Subliminal Messages, SXSW Neuromarketing, Formula for a Bestseller, More – Roger’s Picks

Another week, another batch of content for your reading pleasure. Whether you want to turn your book into a bestseller or develop an app that’s as addictive as an illegal drug, we’ve got something for you! […]

By |March 14th, 2014|

The Persuasion Slide: An Introduction

The Persuasion Slide is a deceptively simple new model for the process of persuasion that accommodates both traditional conscious factors as well as the often more significant and powerful non-conscious factors.

By |September 24th, 2013|

Starbucks Loyalty Fail

Starbucks knows a thing or two about loyalty. I’m a Gold Card member, and enjoy the free refills as well as the periodic free drinks I accrue by using it. (Green Card members get the refill benefit, but not the free beverage after every 15 purchases. In addition, Gold Card members get a personalized card in that color and, theoretically, are addressed by name by the baristas.)

Many other coffee shops offer complimentary in-store refills to all customers, but Starbucks has converted refills into a loyalty benefit. (Similarly, Starbucks has put their own spin on the ubiquitous “free wi-fi” offered at most establishments. They created their own portal with special content like free access to pay sites like WSJ.com and NYTimes.com.) So, I was surprised when normally savvy Starbucks sent a friend this message: […]

By |January 17th, 2012|

How to Write Taglines That Double Sales

Two Customer Types

Taglines for products and brands are everywhere, but often they don’t get the attention they deserve. A variety of research shows that one phrase slogans can have a profound effect on how customers see the product. One key factor in crafting that phrase is matching its content to the customer’s mindset, and in particular to two important consumer motivations: prevention and promotion. […]

By |December 28th, 2011|

Funny Cartoon about Consumer Motivation

The funniest humor is based on truth, and answering the “why?” question is one of the biggest challenges market researchers face. As Motista blogger Alan Zorfas notes, […]

By |November 9th, 2011|

Subliminal Motivation

People often do things and can’t say exactly why they did them. While it might seem that “acting without explanation” is the result of poor attention or irrational impulse, it turns out that our brains are wired to do this. It is possible, researchers at INSERM in Paris found, to motivate half the brain without the other half being aware of what’s going on. […]

By |November 1st, 2010|

The Brain That Changes Itself

Book Review: The Brain That Changes Itself: Stories of Personal Triumph from the Frontiers of Brain Science by Norman Doidge

For centuries, the human brain was considered largely immutable after childhood. We were told that we had all the […]

By |May 3rd, 2010|

Some Learn From Mistakes, Others Don’t

In Managing by Mistakes, I wrote about the power of learning from mistakes. Some of the most successful individuals in different fields credit relentless focus on even small mistakes with their high achievement. Researchers at Columbia University divided student subjects into two groups, “grade hungry” and “knowledge hungry” based on a short survey, reports Newsweek’s NurtureShock column, and then tested them with general knowledge questions. The researchers immediately provided feedback as to whether the subject was right or wrong, and showed the correct answer. The brain activity of the subjects was monitored using EEG caps. The differences in the way the subjects handled the feedback was striking: […]

By |December 21st, 2009|

How To Praise Your Child

I don’t often get into neuro-parenting here, but I thought this particular research finding was interesting enough to single out. (I mentioned it in my Managing by Mistakes post last week, too.)

The short story is that a lot of what parents and teachers think about praising children and building self-esteem is dead wrong. Well-intended ego boosting can actually cause the child to perform more poorly in school. First, if you habitually praise your kids, you aren’t alone: […]

By |September 11th, 2009|