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What We're Reading: The Neuroscience of Marketing

By: Beth Doriani | 09/09/2011

Today is special. It is Standing's first-in-a-while full-day Friday. (So long Summer Fridays, we will miss you. However, perks include pumpkin cupcakes and hot apple cider in the break room. Pause. Wipe drool from chin.) It is also the fifth day in a row the temperatures in St. Louis will remain below 80 degrees Fahrenheit. This sudden onset of autumn - and the desire to wear fleeces, scarves and boots - sparks new strands of creativity...and a theme for this week's blog post.

Neuroscience!

Wait, not what you were thinking? Let me explain.

Neuroscience is the study of the brain - the inception of ideas, decision-making processes and responsiveness to stimuli. In this week's readings, neuroscience is actually the key to communication, or at least getting people to pay attention to what you're saying. Take a look at some related topics:

1.  Fast Company's report on the latest trends in neuromarketing. Marketing firms are now using EEG scanners to gather data on brain activity when introduced to new products. The technology taps into subconscious receptors to give more accurate results than would traditional focus groups. For example, the scanner doesn't ask if you like a new product, but why you like it. What about its features appeals to you, the consumer? If neuromarketing works, product developers could use proven neurological chemistry to target an audience in which they will have guaranteed success. Big claims, big price tag. Is this is future of marketing?
2. The Atlantic's collection of successful ads, and reasons for their success. Advertising isn't brainwashing consumers to buy a product. It is the subtle introduction of a sticky idea; one that makes consumers think about a product long after the 30-second TV time slot has ended. Neuroscience and personal experience prove that no matter how resolute a consumer may be, no one is impervious to advertising. (Follow the link for some Friday giggles too!)
3. A blogger's autobiographical illustration of her unique way of thinking. Cognitive process is not a rote script, thank goodness! Share in the brainy, and zany, originality of this author's problem-solving tactics.
4. The Pinterest board phenomenon (does looking at pictures count as reading if you have already graduated from kindergarten?). The latest manifestation of social media allows idea sharing without words. Brilliant! Instead of losing a good idea when you stumble upon it online, "pin" the picture, article, website - anything - to one of your inspiration boards. ‘Follow' those with similar interests just like on Twitter.

What are you reading? Share some of your brain waves and tell us what's sparking your creativity today.

Posted in Public Relations, What We're Reading