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Author Archive: Steve Genco

Steve is a pioneer in the field of neuromarketing. He founded one of the first neuromarketing research firms in 2006 and published the first comprehensive overview of the field, Neuromarketing for Dummies, in 2013. He established Intuitive Consumer Insights in 2012 to help clients, vendors, and industry associations navigate the opportunities and challenges neuromarketing presents to the marketing and market research communities.

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Science under the hood 5: Implicit decisions, Reverse inference

January 3, 2016 0 Comments
Science under the hood 5: Implicit decisions, Reverse inference

This post is part of a series covering the 10 most important scientific principles underlying neuromarketing. Implicit decisions As we establish in Chapter 1 (“What Neuromarketing Is and Isn’t”) and elaborate on throughout this book, human brains are cognitive misers — thinking is hard and we try to avoid it if we can. A particularly […]

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Science under the hood 4: Low attention processing, Implicit memory

December 20, 2015 0 Comments
Science under the hood 4: Low attention processing, Implicit memory

This post is part of a series covering the 10 most important scientific principles underlying neuromarketing. Low attention processing Another counterintuitive finding that is important to neuromarketing is the discovery that attention may not be good for advertising effectiveness. Attention would seem to be a necessary condition for advertising effectiveness, but brain research has shown […]

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Science under the hood 3: Misattribution, Nonconscious goal pursuit

December 6, 2015 0 Comments
Science under the hood 3: Misattribution, Nonconscious goal pursuit

This post is part of a series covering the 10 most important scientific principles underlying neuromarketing. Misattribution One of the things scientists have learned from studying System 1 and System 2 processes separately is that System 1 is sloppy. It makes connections and guides behavior based on simple associations, not logic. When System 1 makes […]

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Science under the hood 2: Emotional “somatic markers,” Processing fluency

November 22, 2015 0 Comments
Science under the hood 2: Emotional “somatic markers,” Processing fluency

This post is part of a series covering the 10 most important scientific principles underlying neuromarketing. Emotional “somatic markers” Emotions operate at two levels in our mental lives: one conscious, the other non- conscious. Conscious emotions are what we usually call feelings. Nonconscious emotions are what psychologists call affective states, and they include emotional somatic […]

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Science under the hood 1: System 1 and System 2, Priming

November 8, 2015 0 Comments
Science under the hood 1: System 1 and System 2, Priming

This post is part of a series covering the 10 most important scientific principles underlying neuromarketing. System 1 and System 2 Daniel Kahneman didn’t invent the System 1–System 2 model of brain processes, but his work over the last several decades has popularized it as one of the most useful overarching frameworks for understanding how […]

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Neuromarketing and entertainment: Immersive games and simulations

October 25, 2015 0 Comments
Neuromarketing and entertainment: Immersive games and simulations

Progress in computing power has enabled game designers to create highly realistic and immersive games. Unlike movies, games give the player direct control over the storyline, combining immersion with both control and interactivity. The degree to which the player feels immersed into the game is called presence. Immersion and “presence” in online and video gaming […]

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A neuromarketing perspective on product placement in movies and TV shows

October 15, 2015 1 Comment
A neuromarketing perspective on product placement in movies and TV shows

Products seem to be popping up everywhere in entertainment these days. Not just in movies and TV shows, where they’ve become standard fare, but in other kinds of media as well, such as video games, music videos, online videos, magazine articles, and clothing. They’ve even begun to appear in places that would’ve been unthinkable only […]

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Neuromarketing for the Rest of Us: Darren Bridger’s Decoding the Irrational Consumer

October 7, 2015 0 Comments
Neuromarketing for the Rest of Us: Darren Bridger’s Decoding the Irrational Consumer

When Peter Steidl, Andrew Pohlmann, and I wrote Neuromarketing for Dummies back in 2013, we took to heart the “for Dummies” axiom that we were writing for people who might have no previous experience with our topic. So we presented a bottom-up overview that was both broad and shallow. We tried to communicate the wide […]

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Neuromarketing and entertainment: Why our brains like stories

September 27, 2015 0 Comments
Neuromarketing and entertainment: Why our brains like stories

Research has shown that a story can activate empathy. Through a system in the brain called mirror neurons, we can feel what characters in the story feel. As the story draws us in, our emotions are connected to the story, suppressing our awareness of our actual surroundings. This causes us to leave reality and enjoy […]

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Brain science, the Internet, and (almost) limitless gratification

September 13, 2015 0 Comments
Brain science, the Internet, and (almost) limitless gratification

The Internet raises some interesting issues with regard to how it enables us to satisfy some of our most basic human needs in ways that were impossible before it came along. Three such changes are discussed in Chapter 13 (“When Consumers’ Brains Go Online”): How we search for information Just about everything we do online […]

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