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Tag: emotion

10 mistakes persuasive marketing makes (and intuitive marketing avoids)

September 21, 2019 0 Comments
10 mistakes persuasive marketing makes (and intuitive marketing avoids)

My new book, Intuitive Marketing, challenges a fundamental assumption of traditional marketing—that the purpose of marketing (and advertising) is to persuade. I knew when I started this project five years ago that two things were true: First, marketing and advertising were starting to bug me. They were becoming more disruptive and intrusive every day and […]

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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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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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