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Practices

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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The Future of Neuromarketing 2015

The Future of Neuromarketing 2015

By Dr. Kimberly Rose Clark & Matthew L. Tullman Editor’s Note: This excellent article was originally posted in LinkedIn Pulse on January 14, 2015. I thought it was important enough to try to make it a little more available to neuromarketing readers, so I asked for permission to re-post it here. The authors kindly obliged. I think […]

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How neuromarketing can make consumers’ lives a little easier

January 31, 2015 0 Comments
How neuromarketing can make consumers’ lives a little easier

Consumers are typically busy, and many of their purchases are not vitally important to them. They want to save money, time, and energy. They also want to get a good return on their investment when they buy. Neuromarketing allows marketers to address these goals more effectively. Brands provide a fast-track shortcut through the overwhelming maze […]

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Intuitive Marketing: Achieving influence without persuasion

October 14, 2014 4 Comments
Intuitive Marketing: Achieving influence without persuasion

The tyranny of persuasive marketing Much of current marketing is based on an overt persuasion model. This model says the purpose of marketing is to make people do what you want them to do by changing their minds and their behavior. This notion of persuasion is deeply entrenched in marketing and advertising’s roots in sales […]

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Can neuromarketing make you want things that aren’t good for you?

September 30, 2014 0 Comments
Can neuromarketing make you want things that aren’t good for you?

(This is the third post in a series about neuromarketing criticisms. The first two posts are here and here.) People doing things that aren’t good for them is a serious personal and public policy problem, sometimes with tragic consequences. But it’s a problem that was with us long before the birth of neuromarketing, and it’s […]

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Is there a “buy button” in your brain, and can neuromarketing push it?

September 25, 2014 1 Comment
Is there a “buy button” in your brain, and can neuromarketing push it?

(This is the second of three posts in a series about neuromarketing criticisms. The first post is here.) This concern is closely to the question from the previous post about mind-reading. If neuromarketers can read our minds, they can discover ways to manipulate us into buying things that we wouldn’t buy otherwise. In other words, […]

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Can neuromarketing read your mind?

September 15, 2014 0 Comments
Can neuromarketing read your mind?

A big concern of some commentators is that neuromarketing is a kind of mind-reading technology that can probe into our private thoughts and expose them to marketers. This concern vastly overestimates the power of neuromarketing and misrepresents the sciences that underlie it. We cover this topic in detail throughout Neuromarketing for Dummies, but for now […]

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How dangerous is neuromarketing?

September 7, 2014 1 Comment
How dangerous is neuromarketing?

How strong are arguments about the dangers of neuromarketing? In a series of posts excerpted from Neuromarketing for Dummies, I’m going to summarize some of the main complaints about neuromarketing, and how realistic they are. I accompany this piece with the de rigueur illustration for all critical assessments of neuromarketing, the image of Malcolm McDowell getting […]

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Intuitive Marketing

August 23, 2014 2 Comments
Intuitive Marketing

Lately I’ve come to the realization that neuromarketing isn’t enough. As I’ve argued before in this blog, neuromarketing hasn’t achieved the uptake many of us expected in the early days, when we were sure our radical new measurement techniques would sweep away the old world of consumer surveys and self-reports, and usher in a new era of […]

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Neuromarketing – thinking beyond ad testing

May 9, 2014 0 Comments
Neuromarketing – thinking beyond ad testing

This is a reprint of a new article by Peter  originally posted on the Australian B&T site this morning. Peter makes a very important point here – that the real value of neuromarketing comes from its strategic insights for marketers, not just its diagnostic capabilities. To illustrate this, Peter notes the distinction between ad memory and […]

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