Era consciente de que descubrir lo que sucede en nuestro cerebro cuando elegimos una marca frente a otra era crucial para sentar las bases del marketing del futuro. El neuromarketing puede beneficiarnos a todos. Si en la pantalla del ordenador se detecta un pico abrupto en la corteza perifrontal izquierda de uno de ellos, puede significar que los chocolates Kit Kat le agradan o le apetecen. La esencia del atractivo del Mini Cooper estaba en que el cerebro lo registraba como un rostro agradable. Hay dos explicaciones posibles para esto.
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This body of research is surely the biggest compilation of neuromarketing data ever, and the results are always fascinating and sometimes surprising. This applied not only to the rather subtle messages on US packaging, but even packages that included bold text and gruesome disease photos.
None, zero, nada. The very warnings intended to reduce smoking might well be an effective marketing tool for Big Tobacco! Product Placements Almost Never Work. With this approach, even if viewers avoid watching any second spots, they can still see the stars of the show typing on an Apple Computer, drinking a Pepsi, and so on. Using EEG testing, they found that typical product placements caused no increase in brand recall.
The only product placements that DID produce such effects were those which were heavily integrated into the content and actually made sense in their context. Strong Brands are like Religion.
When the shows actually aired in the UK, the ratings the shows developed mirrored the predictions of the researchers. Lindstrom predicts that this kind of successful application of neuromarketing will reduce the number of product introductions that fail, and prove to be a more reliable tool than traditional market research techniques like surveys and focus groups. Lindstrom integrates the older data with his newly released information in an effective and engaging way.
What else could one ask for? The volume of data collected in this study would make it a great starting point for academic critique. Overall, Buyology is a must-read for marketers. Neuromarketing devotees will appreciate the vast amount of new data, while those new to the field will find the book an excellent primer.
Buyology begins shipping on October 21,
Buyology de Martin Lindstrom – les points clés du livre
“Buyology”, por Martin Lindstrom