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Practices

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 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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Brain science and building the perfect website

August 30, 2015 1 Comment
Brain science and building the perfect website

Neuromarketing can make a contribution to website design in three powerful ways: Help designers understand how people’s brains actually consume web pages Eye tracking applied to website viewing has shown that gaze patterns are determined by two types of attention: Bottom-up attention: This type of attention is involuntary and automatic. When viewing websites, bottom-up attention […]

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Going online: Something new for the old brain

August 16, 2015 0 Comments
Going online: Something new for the old brain

The Internet is something new (at least for our brains, which evolved in a world of physical reality). Neuromarketing is something new. You’d think that these two new things would’ve gotten together, but so far, neuromarketing hasn’t been applied to online topics nearly as much as it has been applied to more traditional topics, like […]

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Making stores more brain-friendly

August 2, 2015 0 Comments
Making stores more brain-friendly

Retailers can influence three aspects of shopping to make their stores more brain-friendly. All three can benefit from neuromarketing insights and can be assessed with neuromarketing methods: Finding: Stores need to help shoppers find what they’re looking for, as well as discover new things that they may not be looking for. Choosing: Stores need to […]

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Understanding the mind of the shopper

July 19, 2015 0 Comments
Understanding the mind of the shopper

Shopping is a complex experience that begins with goals and expectations in the mind of the shopper and ends with a decision to buy or not to buy. In between, it’s a physical experience that involves navigating through physical space, activating all our senses, and weighing lots of alternatives. Shopping can be, and often is, […]

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Creating effective ads with neuromarketing

July 4, 2015 0 Comments
Creating effective ads with neuromarketing

Neuromarketing offers a very different perspective on advertising research than is found in traditional research methodologies. This new perspective embraces new answers to what might be called the three fundamental questions of advertising research: What is the purpose of advertising? How does advertising achieve its purpose? How can we best measure advertising effectiveness? According to […]

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Neuromarketing and new product innovation

June 21, 2015 0 Comments
Neuromarketing and new product innovation

Why do so many new products fail? Neuromarketing tells us there are two underlying problems: People are terrible at predicting what they’ll do in the future. People are attracted to the novelty of new products, but they’re a little bit uncomfortable with that novelty. Behavioral economics, one of the disciplines underlying neuromarketing, has addressed the […]

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