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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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Designing better products and packages with neuromarketing

June 8, 2015 1 Comment
Designing better products and packages with neuromarketing

Neuromarketing has been applied extensively in product and package design, in part because people find it very hard to articulate why they like or don’t like a design, and in part because people are very poor predictors of their future buying behavior. Here’s how neuromarketing can help marketers and product designers answer questions: How do […]

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Why leading brands are so hard to displace

May 29, 2015 0 Comments
Why leading brands are so hard to displace

Neuromarketing has been applied to the problem of understanding why upstart brands have such a hard time displacing leading brands in a mature category. From a neuromarketing perspective, one reason is because leading brands tend to have a much more diverse and highly connected brand memory network. Because the leading brand “comes to mind” more […]

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Building better brands with neuromarketing

May 15, 2015 0 Comments
Building better brands with neuromarketing

This is the first in a series of posts on the application of neuromarketing in seven marketing areas: branding, product innovation and development, advertising, retail shopping, online shopping, and entertainment. Neuromarketing and branding were made for each other. Both are fundamentally concerned with how ideas are established and linked in the human mind. When first […]

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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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