Ok where to begin with this book! This book is about the study of neuromarketing and how the brain works as we are introduced to marketing.
Neuromarketing is a new field of marketing that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) and Steady state topography (SST) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state (heart rate, respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.
The cigarette story on page 14 had me hooked onto the book. Martin did a test to see if smokers were turned off by seeing the warning labels on cigarette packages and as it turned out "In short, the fMRI results showed that cigarette warning labels not only failed to deter smoking, but by activating the nucleus accumbens, it appeared they actually encouraged smokers to light up. We couldn't help but conclude that those same cigarette warning labels intended to curb smoking, reduce cancer, and save lives had instead become a killer marketing tool for the tobacco industry. " pg. 15
"As I mentioned earlier, eight out of every ten products launched in the United States are destined to fail. Neuroimaging, I realized, could zero in on those with the highest chance of succeeding by pinpointing consumers' reward centers and revealing which marketing or advertising efforts were most stimulating, appealing, or memorable, and which ones were dull, off-putting, anxiety-provoking, or worst of all, forgettable." pg. 24
Page 25 "Sip Test" Coke vs. Pepsi Very interesting!
"In sum, this chain-link of concepts and body parts and sensations creates what scientist Antonio Damasio calls a somatic marker- a kind of bookmark, or shortcut, in our brains. Sown by past experiences of reward or punishment, these markers serve to connect an experience or emotion with a specific, required reaction. By instantaneously helping us narrow down the possibilities available in a situation, they shepherd us toward a decision that we know will yield the best, least painful outcome. " pg. 131
"I predict that in the near future advertising will be based more and more on fear-driven somatic markers, as advertisers attempt to scare us into believing that not buying their product will make us feel less safe, less happy, less free, and less in control of our lives." pg. 138
"I predict that soon, more and more companies (at least those who can afford it) will be trading in their pencils for SST caps. That traditional market research- questionnaires, surveys, focus groups, and so on- will gradually take on smaller and smaller role, and neuromarketing will become the primary tool companies use to predict the success or failure of their products." pg. 176
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I could go on and on. I have notes from almost every page. This whole book is chalk full of interesting stories and examples. Seriously go borrow it from the library, a friend or go purchase this book. I guarantee it will have you intrigued to read more and have you thinking. I absolutely loved it and will check out the other book Martin Lindstrom has written.
"Brandwashed"
"Brand Sense"
"Brand Child"
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