This Week's Herman Trend Alert

Empathy---Critical
in Normal 2.0

 

  The Herman Trend Alert

August 26, 2009

The Neuroscience of Marketing

A pioneering study on Neuromarketing will change forever the way marketers and advertisers promote their goods and services. The field of "Neuromarketing" provides a scientific basis on which to make sound advertising decisions, using research about what we know works. Conducted by Brand Futurist and Advertising Guru Martin Lindstrom, this study took three years and seven million dollars of his clients' money to complete. Some of us, who for years have believed the party lines that "sex sells" and "engendering fear turns people off", are in for a big surprise.

Examining over 2,000 subjects in the United States, England, Germany, Japan, and the Republic of China, and using some state-of-the-art machines, including Functional Magnetic Resonance Imaging (fMRI) technology, Lindstrom exposed his subjects to advertising messages then watched what happened within their brains. What he discovered was fascinating.

In fact, sex does not sell anything. Actually, it distracts consumers from the intended messages. So using members of the scantily clad men and women to sell products and services is not the best use of advertising dollars.

On the other hand, fear does sell. At least in the case of smoking and the warnings on packages of cigarettes, we humans are attracted to the source of our fear and are then stimulated by it to consume more.

So those ghastly pictures on cigarette packs in Canada, Thailand, Australia, Brazil----and soon the U.K. as well. are working. These gory, real-life, full- color photographs show graphic images of lung tumors, gangrenous feet and toes, and the open sores and disintegrating teeth caused by mouth and throat cancers. What Lindstrom found was the more disgusting the picture, the greater the stimulation of the part of the brain that causes craving of the offensive substance.

All of this ground-breaking material is found in Lindstrom's bestseller, "Buyology---Truth and Lies About Why We Buy". Originally published by Doubleday Business almost a year ago, the 256-page hardcover book is available in twelve languages, including Brazilian Portuguese, Chinese (Mandarin), Spanish, and Russian.

Expect more marketers to embrace Lindstrom's brilliant work and to build campaigns on what we now know works to stimulate consumers to buy.


© Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Joyce Gioia, Strategic Business Futurist. 336-210-3548 or https://hermangroup.com. To sign up, visit https://HermanTrendAlert.com. The Herman Trend Alert is a trademark of The Herman Group, Inc."

LOOKING FOR GREAT TRANSLATION SERVICES?
Excellent translation services from English, French, or German into Spanish. Especially well-versed in medicine/pharma and automobile industries. 5-year Bachelor Degree in Translation. Also editing and proofreading of all kinds of Spanish language documents. Flexible rates, depending on number of words, degree of difficulty/technicality, and turnaround. For an instant quote email Mariana Campora Lesti at marianalesti515@gmail.com or contact her on SKYPE at marianacampora.

HEAR JOYCE EVERY WEDNESDAY AT 12:30 CENTRAL TIME ON IRA WOLFE'S FANTASTIC PODCAST
Each week, Joyce and Ira will address some aspect of the future on Ahead of the Curve in Normal 2.0. It's fun and informative and you can join here. Subscribe and you will be notified when we are live.

BE FOUND BY THE MEDIA
Our author Joyce gets quoted in TIME Magazine, FORBES, and other national media on a regular basis. You can, too! Sign up for ExpertClick.com. You will be found by the news media and in Google search: 1. Through your personal search-engine-optimized press room by 39 topics you choose; 2. By news releases pushed out 10 ways including Google News; 3. Be found in the 2020 printed Yearbook of Experts, Authorities & Spokespersons. Save 15% when you register by November 10th @ http://www.ExpertClick.com/Discount.

To read this Herman Trend Alert on the web: https://hermangroup.com/alert/archive_10-28-2020.html.


Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers.

New subscribers are always welcome. There is no charge for this public service. The Herman Trend Alert is read by over 30,000 people in 90 countries, including other websites and printed periodicals. Click here to sign up for the Herman Trend Alert.

Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Herman Trend Alert service.


Subscribe or Unsubscribe to weekly Herman Trend Alert
View this week's Herman Trend Alert
Archived Weekly Herman Trend Alerts

                                                                                                                                                                                                                                                                                                                                                                         


[ Home About Products Resources Media ]

 

7112 Viridian Lane
Austin, TX 78739
Voice: 336-210-3548
Toll Free in US & Canada: 800-227-3566
E-mail: info@hermangroup.com


  © The Herman Group. All rights reserved.

Web site design by WebEditor Design Services, Inc.