Earlier this year Thom Noble and I published an article in QRCA Views magazine called “Leveraging the Qualitative Side of Neuromarketing.” The article is available in a “virtual magazine” here, but I thought I would include it as a blog post here as well. Thom has also written an excellent guide to neuromarketing vendors and […]
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 […]
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 […]
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 […]
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 […]
The Human Brand: Evolution, Neuromarketing and Cosmetics
Copyright Daniel B. Yarosh, Ph.D. 2014. All Rights Reserved. Editor’s note: I had the pleasure of spending some time with Dan Yarosh when we were both speakers at a conference in Lima, Peru last November. Dan’s presentation was a big hit, and I recently discovered he had posted a version of it on his website at www.danyarosh.com. I asked […]