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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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From measures to metrics: A fresh look at automated facial coding

March 4, 2015 2 Comments
From measures to metrics: A fresh look at automated facial coding

Recently one of my favorite neuromarketing methodologies, automated facial coding (AFC), seems to have burst into the research mainstream. Within one week in January, Rana el Kaliouby, co-founder of Affectiva, was the recipient of a glowing profile in the New Yorker and Paul Ekman, undisputed guru of facial coding and scientific advisor to Emotient, received […]

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How our brains take in and interpret the world around us

March 2, 2015 0 Comments
How our brains take in and interpret the world around us

This is the first is a series of posts about the cognitive processes that underlie consumer responses to marketing, advertising, products, brands, shopping, and entertainment. In contrast to earlier models of thought that focused only on conscious mental processes, modern neuroscience, social psychology, and behavioral economics give us a much more realistic, but also more […]

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The myth of the zombie consumer

February 26, 2015 0 Comments
The myth of the zombie consumer

Much of the fear expressed by critics of neuromarketing seems to be based on an implicit assumption that consumers need to be protected from neuromarketing because they’re weak and passive and, therefore, easy dupes of wily and clever marketers. This is an ironic assessment, because if these critics took the time to understand the brain […]

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Why neuromarketing is here to stay

February 18, 2015 2 Comments
Why neuromarketing is here to stay

Not surprisingly, we (the authors of Neuromarketing for Dummies) believe neuromarketing is here to stay — otherwise, we wouldn’t be writing this book! The main reason neuromarketing will endure, we believe, is because it isn’t just another clever concept developed by some consultant or academic. It’s a natural extension of a solid and established foundation […]

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A nod to Rory Sutherland: Acknowledging the value of intangible value

February 10, 2015 0 Comments
A nod to Rory Sutherland: Acknowledging the value of intangible value

Rory Sutherland is an executive at the advertising and marketing firm Ogilvy, where he has developed a practice around behavioral economics called OgilvyChange. He gave an influential TED Talk in 2009 in which he argued that advertisers (and by extension, marketers) should not apologize for what they do but should celebrate the fact that they […]

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