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Important Marketing Lessons from Neuro-Science July 24, 2010

Posted by utehagen in Boomer Marketing, Marketing 101, On line Marketing success, Understanding Customers, Your personal success.
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I just found this article on the Nielsenwire.

http://blog.nielsen.com/nielsenwire/consumer/measuring-the-buying-brain/

It is a good reminder that Neuro-sciences have helped to reveal the secrets of how the human brain works. This includes how we humans make buying decisions. Any Marketer needs to understand the important implications of this.

SEEING is BELIEVING: Among the five senses, vision is the most pronounced and the brain will discount information that is not in concert with the visual stimuli it receives.

SMELL leads to EMOTIONS: The sense of smell is quite powerful too, as it is the most direct route to emotions and memory storage. Being linked with a pleasant, iconic smell can significantly improve a product’s success in the marketplace.

“monkey see; monkey do”: Mirror neuron theory says that when someone watches an action being performed, he or she performs that action in his or her own brain. Activating this mirror neuron system is one of the most effective ways to connect with consumers.

Defining Differences
While human brains are remarkably similar, there are some fundamental differences such as age and gender that affect how we respond to stimuli.

The Boomer Brain:  After age 50, the brain becomes less able to screen out distractions, presenting a huge implication and a great opportunity for marketers.  Young people respond to positive and negative stimuli, but older people more strongly to positive stimuli. Another key trait among older adults is the tendency to overlook the negative. They indicate that, when presented with a negative message, older brains can “delete” the NOT and remember it as a DO over time. A real world example of how this neuroscience discovery is useful for marketers is when crafting a message for the Boomer Brain, say “Remember the milk”, not “Don’t forget the milk”.

The Female Brain: The female brain has four times as many neurons connecting the right and left hemispheres, greatly enhancing its ability to process information through both rational and emotional filters—a fact that must not be ignored when crafting a message.

NeuroFocus CEO Dr. A. K. Pradeep, is the author of the forthcoming book, The Buying Brain: Secrets for Selling to the Subconscious Mind, which provides the knowledge and the tools necessary to help marketers understand how to appeal to the subconscious on a very practical level by covering the five major areas of neuromarketing practice: brand, products, packaging, in-store marketing, and advertising.

To learn more about the book and to discover how neuroscience is impacting the making, selling and buying of projects, visit NeuroFocus.com.

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