Superhero Super-Priming

By |April 30th, 2009|

OK, here’s a quick task: take a minute to write down some common characteristics and behaviors that superheroes might exhibit… (DON’T read further until you have jotted down some ideas.)

Done? You should know that I have manipulated you and influenced your future behavior… but in a good way! If your local non-profit called you right now and asked for your help with, say, an upcoming fund-raising project, you would likely be much more willing to volunteer your time than before you started reading this and performing this little exercise! […]

Priming by Order

By |March 1st, 2007|

One of the more intriguing concepts in neuromarketing is priming, i.e., influencing an individual’s behavior by the introduction of various subtle cues. This often occurs in a subliminal manner, i.e., the individual is entirely unaware that he has […]

Laughing Matter: Priming and Mirroring

By |December 13th, 2006|

We’re always interested when neuroscience research shows how people respond to external cues, and some new research into the effects of sounds may well have neuromarketing implications. Researchers played a series of sounds for subjects and monitored their […]

Priming The Customer

By |April 6th, 2006|

"Priming" is a concept discussed in Malcom Gladwell's book, Blink. Research shows that subtle cues can subconsciously affect subsequent behavior. Marketers should understand this concept in designing campaigns.

The Big Mistake Most Non-Profits (and Some Businesses) Make

By |December 8th, 2015|

There's a big mistake that many, if not most, non-profits make, and this error can reduce the number of donors and volunteers. Some businesses make the same mistake, too.

Can Your Name Make You A Liar?

By |May 2nd, 2014|

Here’s a piece of potentially bad news. Your name, which you are likely stuck with for the rest of your life, can have a significant effect on whether other people believe you. […]

Why You Are a Complete Idiot If You Don’t Google Yourself

By |April 16th, 2014|

The other day, I read a story at Fast Company titled Why You Should Google Yourself And Not Feel Guilty About It. I agreed with the reasoning of the author, Lindsay Lavine (@lindsaylavine), but was slightly puzzled by the “guilty” part. The headline was underscored by the opening sentence, “Admit it. You’ve Googled yourself, and probably felt guilty about it afterwards.”

Do people really feel guilt from self-Googling? Perhaps they do, as these kinds of searches have been called “vanity” searches, implying they are equivalent to stopping to admire yourself whenever you pass a mirror. […]

Women Can Be Irrational, Too

By |October 16th, 2013|

This is big news for guys. For years, I’ve gently mocked my half of the species for being far-too-easily influenced by female images. Babes in bikinis alter male behavior, but it doesn’t always take that much. Simply including a photo of an attractive woman in a loan offer was enough to boost the response rate as much as a 4% lower interest rate (see A Pretty Woman Beats a Good Loan Deal). Women, meanwhile, have been shown to be largely immune to manipulation by mere photos. In Brainfluence, my chapter on gender is heavily skewed toward influencing males – mostly because it’s far easier!

It would be easy to conclude that guys are ridiculously shallow (even subconsciously), but a new study shows that women aren’t actually immune to what psychologists call “sexual primes.” The lack of female response in past research seems to have been due to the investigators priming the wrong sense: sight. Touch, it turns out, is the more powerful sense for women. […]

Neuromarketing for Dummies

By |July 30th, 2013|

Book Review: Neuromarketing For Dummies by Stephen Genco, Andrew Pohlmann and Peter Steidl

Here’s another sign that neuromarketing is becoming a mainstream topic: it now has its own “Dummies” book. But, don’t let the title fool you – Neuromarketing […]

Can Mountain Dew Make You Smarter than Pinot Noir?

By |August 1st, 2012|

When can a Mountain Dew make you smarter than a glass of a nice Pinot Noir? Well, beyond the short-term cognitive boost from the caffeine-rich soft drink, being seen holding a glass of wine can reduce your intelligence – not in real terms, but in the eyes of others. As I posted on Forbes.com the other day in Proof: Alcohol Makes You (Look) Dumb, even a stone-cold sober person holding a glass of wine suffers an apparent IQ drop. […]