Neuromarketing

Neuroeconomics research suggests that roughly 15% of your consumers are "spendthrifts" - they have unusually low sensitivity to the pain of paying, i.e., the neural discomfort associated with parting with money. Selling to people who feel…

Usually marketers concentrate on getting their own message out, but sometimes it seems necessary to respond to the claims of others. The most annoying of these situations are claims or rumors that are totally false. What should one do if,…

If there's one persistent theme here at Neuromarketing, it's that good offers reduce buying pain for consumers, and bad offers increase it. My fellow Web marketer and occasional PubCon co-panelist Andy Beal has identified an ad that he…

The quest for an effective lie detector has continued for centuries, if not millennia. Unfortunately, current polygraph technology doesn't work much better than throwing an accused witch in a river to see if she sinks. For the last few…

We've been writing about "tightwads" and "spendthrifts" lately (see Tightwads, Spendthrifts, and Everyone Else and Five Keys to Selling to Tightwads), and thought Neuromarketing readers might be interested in finding out where they fall on…

One out of four potential customers for your product may not buy it, even if the purchase makes economic sense or is otherwise a good decision. A couple of days ago, in Tightwads, Spendthrifts, and Everyone Else, I wrote about research…

Infopresse, the Paris and Montreal-based publisher and conference organizer, is holding their Recherche marketing : M?thodes alternatives (Market Research: Alternative Techniques) conference in Montreal on October 17th, 2007. I’ll be there…

Marketers love to segment their potential customers, and now there's a new way to do it: spendthrifts, tightwads, and everyone else. Research at Carnegie Mellon University shows that 40% of consumers can be classified as either…

A few weeks ago, WIRED published an interesting story on the massive amount of testing that has gone into producing Halo 3. The biggest part of this has been usability testing to ensure that the game is continuously playable. By eliminating…

Earlier this month, Brandweek’s Jim Edwards put together a nice survey of the various ways companies are trying to get into consumers’ minds. He spends little time on well-publicized fMRI brain scan efforts, and the discussion of other…