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Practices

The Mere Exposure Effect is Not a Silver Bullet for Marketers

December 2, 2019 0 Comments
The Mere Exposure Effect is Not a Silver Bullet for Marketers

Robert Zajonc first published his findings about the mere exposure effect in 1968. In an article titled “Attitudinal Effects of Mere Exposure,” he described a series of experimental findings that fundamentally challenged the psychological understanding of preferences accepted at the time. According to that understanding, preferences were a result of conscious thinking. Cognitions were believed […]

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How Consistency, Reliability, and Trust Achieve Influence Without Persuasion

November 21, 2019 0 Comments
How Consistency, Reliability, and Trust Achieve Influence Without Persuasion

In the traditional model of persuasive marketing, the purpose of marketing is assumed to be the achievement of short-term transactional persuasion. In the newer model of intuitive marketing, the purpose of marketing is seen as something very different: the achievement of long-term influence through deep and authentic customer relationships. When adopting the intuitive marketing perspective, […]

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What Do Replication Failures Tell Us About Priming?

November 10, 2019 0 Comments
What Do Replication Failures Tell Us About Priming?

Despite extensive evidence for priming in general and behavior priming in particular, there has emerged in recent years a backlash against this research, based largely on the publication of a number of replication failures of highly-cited priming studies.[1] Some observers have suggested these results are symptomatic of a deeper replication crisis (sometimes called a reproducibility […]

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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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Neuromarketing and entertainment: Immersive games and simulations

October 25, 2015 0 Comments
Neuromarketing and entertainment: Immersive games and simulations

Progress in computing power has enabled game designers to create highly realistic and immersive games. Unlike movies, games give the player direct control over the storyline, combining immersion with both control and interactivity. The degree to which the player feels immersed into the game is called presence. Immersion and “presence” in online and video gaming […]

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A neuromarketing perspective on product placement in movies and TV shows

October 15, 2015 2 Comments
A neuromarketing perspective on product placement in movies and TV shows

Products seem to be popping up everywhere in entertainment these days. Not just in movies and TV shows, where they’ve become standard fare, but in other kinds of media as well, such as video games, music videos, online videos, magazine articles, and clothing. They’ve even begun to appear in places that would’ve been unthinkable only […]

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Neuromarketing and entertainment: Why our brains like stories

September 27, 2015 0 Comments
Neuromarketing and entertainment: Why our brains like stories

Research has shown that a story can activate empathy. Through a system in the brain called mirror neurons, we can feel what characters in the story feel. As the story draws us in, our emotions are connected to the story, suppressing our awareness of our actual surroundings. This causes us to leave reality and enjoy […]

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Brain science, the Internet, and (almost) limitless gratification

September 13, 2015 0 Comments
Brain science, the Internet, and (almost) limitless gratification

The Internet raises some interesting issues with regard to how it enables us to satisfy some of our most basic human needs in ways that were impossible before it came along. Three such changes are discussed in Chapter 13 (“When Consumers’ Brains Go Online”): How we search for information Just about everything we do online […]

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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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