It’s been a while since I recapped my Forbes Brainy Marketing activity here, so here’s what you may have missed. And, be sure to add a comment if you visit. I can “call out” quality comments, and site admins sometimes expose these in different parts of the site. […]
Can an initial rejection actually help you get the “yes” you really want? Surprisingly, if you create the right first and second requests, it can. Persuasion expert Robert Cialdini conducted a classic experiment that demonstrates the technique by soliciting volunteers to work with troubled kids. […]
Could a simple smiley face on your power bill change your consumption? Utilities in various states, tired of unsuccessful attempts to encourage energy-saving strategies by their customers, are resorting to an approach based on sound neuromarketing principals: social pressure. As I noted in my post, Green Marketing Doesn’t Work, traditional appeals to “Save the Planet” aren’t effective, while pitches showing that other people are behaving as desired DO perform better.
One simple approach employed by a California utility is to use smiley (but not frowny!) faces to highlight how an individual household compares in its energy usage with its neighbors. […]
Have you ever received a printed invitation to, say, a charity fundraiser, and found that someone you know on the organizing committee had hand-written a short note encouraging you to attend? (Or sat in a room with other people actually scribbling such notes, periodically asking questions like, “Who knows Elmer and Dolly Pennington?”) It turns out that this activity has some good research underpinnings, and may point the way to boost success rates in a variety of marketing endeavors. […]
I’ve been traveling quite a bit recently (which explains the lower rate of Neuromarketing posts), and at a recent stay at a Jameson Inn in Indiana, I encountered the above product arrangement on the shelf of their little convenience shop next to the check-in desk. While most of the studies have looked at the effect of juxtaposing products, say, in a shopping cart, this is an unusual example of product contagion right on the shelf. (If you didn’t catch my previous post, “product contagion” refers to the demonstrated ability of a product likely to arouse disgust in a consumers mind to “contaminate” nearby products, as in a shopper’s cart. Put your cookies next to a bag of kitty litter and the cookies become less appealing.) I’ve got to wonder how Instant Lunch sales at this particular hotel compare to sales at other Jameson locations…
And that product positioning wasn’t the only neuromarketing gaffe I found during that stay. Clearly, the central office didn’t read Green Marketing Doesn’t Work (or Cialdini’s book Yes! ) when they wrote the copy for this card: […]
Most of us need to persuade people that we don’t know personally to do things. A salesperson wants to close a deal. An office worker needs to persuade the new computer guy to fix her computer first. A fundraiser wants to get a potential donor to make a pledge. Our natural instinct in such situations is to avoid asking the individual we want to persuade for any favors other than the one that’s important to us. After all, the only thing worse than being asked for a favor is being asked for multiple favors, right? As you might expect here at Neuromarketing, the obvious and logical conclusion is wrong. Behavioral research shows us that sometimes asking for one favor first can greatly increase the probability of success with the second favor! […]