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Tag: nonconscious

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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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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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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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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Be smart about combining self-reporting and nonconscious measures in media research

June 5, 2014 3 Comments
Be smart about combining self-reporting and nonconscious measures in media research

Combining self-reporting and nonconscious measures is something everybody agrees is A GOOD THING, but nobody seems to say much about how to do it, or how not to do it. I recently came across a terrific exception — Robert Potter and Paul Bolls’ 2011 book with the mouthful title Psychophysiological Measurement and Meaning: Cognitive and […]

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Do nonconscious processes make consumer choice an illusion?

May 16, 2014 1 Comment
Do nonconscious processes make consumer choice an illusion?

You know an article is important if you find yourself coming back to it over and over again to help you think about different things and answer different questions. Such is the case with Paul Bloom’s provocative article “The War on Reason,” published in The Atlantic on February 19, 2014. Articles about reasoning and rationality […]

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