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How advertising really works

October 4, 2013 5 Comments
How advertising really works

Derren Brown is a British “mentalist” and entertainer. He has a number of fascinating videos over on You Tube, including this classic – quite simply, the most persuasive illustration of nonconscious processing I have ever seen: What lessons can we draw from this clever experiment? First, nonconscious processing exists. Our brains are busy taking in stimuli […]

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Unintended consequences? Food ads automatically prime eating in children and adults

October 2, 2013 0 Comments
Unintended consequences? Food ads automatically prime eating in children and adults

A really fascinating, and in several ways disturbing study recently crossed my desk. Authored by Jennifer Harris, John Bargh, and Kelly Brownwell, the article is called “Priming Effects of Television Food Advertising on Eating Behavior”. It was published earlier this this year in Health Psychology.  Abstract and online access are available here. The study shows in undeniable […]

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Advertising works because it’s not important

September 11, 2013 0 Comments
Advertising works because it’s not important

Advertising is, of course, important from the market development point of view – but strangely enough it works largely because it’s of little importance to the consumer. Research and experience have shown that advertising messages that do not engage the conscious mind typically have more impact than those that cause the consumer to actively consider […]

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Intuitive consumers aren’t rational, but they aren’t helpless either

August 2, 2013 0 Comments
Intuitive consumers aren’t rational, but they aren’t helpless either

This post is also being published on the Neuro Retail Revolution site, along with other posts from presenters who will be speaking at the Neuro Retail Revolution event in Amsterdam, Oct 3-4, sponsored by the NMSBA. Neuromarketing still triggers a fear response in some observers who believe it can somehow produce marketing messages that are […]

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Bleed-over: Response to ads depends on context

July 1, 2013 0 Comments
Bleed-over: Response to ads depends on context

A clever series of experiments is reported in the Journal of Consumer Research dealing with how people respond to advertising in context.  Researchers Hao Shen, Yuwei Jiang, and Rashmi Adaval had people read pages from a mock magazine that contained articles (movie reviews for a film festival) and an ad (for a watch).  Participants were randomly assigned […]

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What if Robert Heath is right? Attention, emotion, and advertising

June 15, 2013 2 Comments
What if Robert Heath is right? Attention, emotion, and advertising

(I remain a big fan of Robert Heath, and highly recommend his new book, Seducing the Subconscious: The Psychology of Emotional Influence in Advertising.) I admit it, I’m a sucker for any argument that turns an established paradigm on its head.  It’s hard to beat that little thrill you get when you realize everything we thought […]

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Market forces and ad persuasiveness

May 30, 2013 0 Comments
Market forces and ad persuasiveness

A simplistic approach to advertising effectiveness tries to draw a straight line from an ad’s internal characteristics – its creativity, catchiness, product depiction, value proposition, memorable characters, etc. – to a product’s success in the marketplace. I was thinking about such claims when I came across a 2006 article from the Journal of Promotion Management: Stanton, […]

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