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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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The cognitive timeline, part 4b: Acting (consumer behavior doesn’t lie)

April 20, 2015 0 Comments
The cognitive timeline, part 4b: Acting (consumer behavior doesn’t lie)

Consumer behavior: The gold standard of market research data In contrast to verbal expressions, actual consumer behavior is the real deal of market research. This is data that all marketers ultimately care about — where consumers shop, how they shop, what they buy, how much they pay, how often they buy, what they tell their […]

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The cognitive timeline, part 4a: Speaking (the dangers of self-reporting)

April 10, 2015 0 Comments
The cognitive timeline, part 4a: Speaking (the dangers of self-reporting)

Two kinds of expressions are critical to marketing and market research: Verbal expression: Self-reporting of opinions, attitudes, preferences, and predictions of future behavior Consumer behavior: Shopping, buying, and using products and services Market researchers used to think that these two kinds of expressions were closely connected. The rational consumer model assumes that all our decisions […]

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The cognitive timeline, part 3: Deliberating and analyzing

April 1, 2015 0 Comments
The cognitive timeline, part 3: Deliberating and analyzing

Before the discovery of the nonconscious, people believed they had full access to their thoughts and feelings, or at least access enough to be able 
to express accurate observations about their internal mental states. In the process of deliberation, people simply query their own minds to determine what they’re thinking or feeling about something. Market […]

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The cognitive timeline, part 2: Determining meaning and value

March 22, 2015 0 Comments
The cognitive timeline, part 2: Determining meaning and value

When we bind impressions with meanings and value, we create concepts or conceptualizations of those impressions. This process of conceptualizing is so fast and automatic that we barely realize it’s happening. But it’s incredibly important to how we interpret and respond to the world. Early psychologists used to think of conceptualization as just another part […]

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The cognitive timeline, part 1: Forming impressions

March 12, 2015 0 Comments
The cognitive timeline, part 1: Forming impressions

“Common sense” tells the average non-scientist that our eyes and ears act like video recorders, creating an accurate recording of the world around us that we then access through memory when and where we need to. The feeling we all have in our conscious minds is that we pretty accurately perceive everything in the world […]

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