Our mission is to bring you "Small business success... delivered daily. The aim being to see whether sex helps consumers remember a product.The result: Those who watched the suggestive ads were no better at recalling the products than those who didn’t.
Using an experiment conducted on 32 smokers from around the world, the results of fMRI (functional Magnetic Resonance Imaging), a brain scanning technique, indicated that when a slideshow of images of cigarette packet health warnings was shown, a “craving spot” within subjects’ brain was actually stimulated. Your review has made me want to grab it and curl up on the couch.I’ve been following Lindstrom for awhile. Martin Lindstrom These are basically brain scanners that highlight areas of the brain that are stimulated when they see and react to advertising. 53% of people were found to be more likely to buy a product which is advertised using symbols of “love” as opposed to 26% using “sex” symbols. the insights sound intriquing.Ivana, I loved Buyology and I think your review did it some justice. Thanks for that comment.
So if you want to learn more, you’ll have all the resources at your fingertips.The lessons are culled from the research project which Lindstrom started in 2004 — and massive it was. Although with Gladwells book on its heels, Gladwell may just swamp it.This does sound like an interesting read. Marlboro use everyday objects and styles such as colour schemes, tiles with similar symbols to the Marlboro logo, ashtray designs and sofas in order to give the appearance of a Marlboro ad environment without brandishing the logo anywhere. There were multiple experiments with thousands of subjects from all over the world, 200 hundred researchers, ten professors and doctors and an ethics committee.The stars of the show were the two sophisticated brain scanning instruments: the fMRI (functional Magnetic Resonance Imaging) and the SST (Steady State Topography). the Nokia ringtone and Microsoft start-up sound. A product needs to be woven into the show as part of the ‘storyline’ for it to be remembered.Subliminal messaging has often had bad publicity and is considered to be ‘brainwashing’ the population or “contrary to the public interest”.Elderly people (60 – 85 years old) split into 2 groups were given a computer game to play. Female consumers are more likely to identify to ‘normal’ people who are not perfect (e.g./ Dove “natural beauty” campaign). Christian Dior, Microsoft, Unilever.Finally, there is, as yet, still much to discover about the science behind why we buy – and neuroscience is leading the way. The warnings apparently had no effect on putting people away from smoking, instead increased their desire to smoke. He maintains that “how we say we feel about a product can never truly predict how we behave”. Once finished, scientists measured the “swing-time” in their gait (time with one foot off the ground). . It honestly wasn’t. So, my recommendation for Martin Lindstrom’s next book — is tell us how you’ve put this information to use and explain what you’ve done differently as a result.Thanks for this review, Ivana — you and I share the same “always always always” interest. Our mirror neurons allow our feelings or actions to “mirror” those of someone else, hence are triggered in our subconscious when we see some ads. Sweet!”Great review, should be one of the next new memes for the next 6-12 months. Results showed that after having watched American Idol, the brands featured were remembered afterwards and served to inhibit memory of the other brands.
I’m fascinated by some of the extremely weird commercials that play on tv and have often wondered if it makes other people scratch their heads. All products in the future will be branded using brain scans prior to introducing them to the market but this will be initially very expensive and time consuming. Despite almost all subjects claiming they were affected by the health warnings, this experiment produced results which suggested they were not affected. @Walt – I love your question “What does it mean people want products that look like babies” Because that’s what I aid too – “How am I supposed to make MY product look like a baby? Brain activity increases, suggesting we are paying more attention, when both sight and sound is stimulated. This demonstrates that what we say we think or feel, is often not mirrored by our brain. Truth and Lies about Why We Buy. There are over 370,000 references on the web alone.I have always, always, always been interested in the psychology of choice and buyer behavior and this book explains the science and surprise behind how we react to familiar ads.The other thing I liked about the book is that it gives you a glimpse about what makes Martin Lindstrom one of the premier branding experts in the world today; his curiosity and passion. We assume we think rationally when we buy, but we don’t. Its like “thanks author so and so people are irrational. Therefore, if a well known logo is coupled with a familiar theme tune, the consumer will be much more likely to notice and remember the product.Colour is very powerful in connecting consumers visually with a logo or brand. For Ford, having watched the show, subjects remembered less of the brand than before – most likely due to it being featured during the break, so automatically associating it with being “just” an ad.A “consumer’s memory of a product is the most relevant and reliable measure of an ad’s effectiveness”. Buyology: Truth and Lies About Why We Buy Paperback – Feb. 2 2010 by Martin Lindstrom (Author), Paco Underhill (Foreword) 4.2 out of 5 stars 256 ratings Required fields are marked Founded in 2003, Small Business Trends is an award-winning online publication for small business owners, entrepreneurs and the people who interact with them. Seductive content is usually considered to have controversial element and had ‘shock-value’ hence grabbing the consumers’ attention. If an ad is understated, we let our guard down, and it might just have an impact.To counter this, for e.g.