2024 Author: Leah Sherlock | [email protected]. Last modified: 2023-12-17 05:25
Neuromarketing is the management of consumer behavior by influencing his subconscious. Martin Lindstrom is one of the leading specialists in neuromarketing and branding. Advised companies such as Mercedes-Benz, McDonald's, Pepsi, Disney and others. What secrets did he share with a wide audience?
Where did it come from and why do we need neuromarketing
The results of traditional marketing surveys are not always confirmed in practice. And it's not just the dishonesty of some of the subjects. It's just that when buying goods in nine cases out of ten, unconscious motives have a decisive influence. Even if during the study a person is sure that he answers the questions honestly, in real life he may behave completely differently. That is why neuromarketing does not explore conscious attitudes, but physiological responses.
To determine how the body of a potential consumer reacts to certain products, methods such as:
- MRI(magnetic resonance imaging);
- EEG (electroencephalography);
- measuring heart rate;
- measuring the level of perspiration;
- tracking the direction of eye movement (eyetracking) and others.
Based on the results of research, techniques are being developed to influence the senses of a potential buyer. What color to choose for a logo, what kind of music to play in the background in the sales areas of a supermarket, what fragrance to use in a car dealership or beauty salon to stimulate a consumer to buy - all this is the field of neuromarketing.
Who is Lindstrom and how can he help?
Martin Lindstrom (born 1970) is a Danish branding and neuromarketing specialist and CEO of the Lindstrom Company. He was named one of the 100 most influential people in the world by The Times magazine in 2009. Martin Lindstrom's books have been translated into over 40 languages and have been on the bestseller lists of the New York Times and The Wall Street Journal multiple times. According to the American Association of Advertising Agencies, Lindstrom's marketing efforts are used by one in four brands in the United States.
What to read to better understand the topic
From Lindstrom's books in Russian are available:
- "Removal of the brain." Our brains are being systematically brainwashed daily by marketers. The book describes technologies in an accessible way.used to influence the consciousness and subconscious of a potential buyer. Mind Blow by Martin Lindstrom is a great reference for both marketers and those who just want to learn how to defend against the aggressive effects of advertising and buy wisely.
- Buyology. How much do you think warnings about the dangers of cigarettes and alcohol affect sales? How justified is the manipulation of sexual instinct in advertising? How do religions influence consumer behavior? Based on a we alth of experimental material, this book debunks many common marketing stereotypes.
- "Brand Sense". A book detailing methods of influencing the consumer's sensory perception.
- "Children's branding". The book, co-authored with Patricia Seibold, talks about how to win over the next generation of consumers.
Sufficient English speakers can find a more complete list on the Lindstrom website.
If you don't feel like reading too much
There are numerous videos available on the Internet in which Lindstrom shares his professional knowledge. The above short interview should provide enough food for thought for those who don't like to deal with large amounts of text.
Recommended:
What rhyme for the word "brain" can you choose?
When the soul needs inspiration, many begin to write poetry, songs, paintings and so on. And this is not surprising. After all, it helps to forget all everyday problems, failures, and just relax your soul. In this article, we will consider which rhyme for the word "brain" to apply to those who want to write poetry. Here are examples of couplets with this word
"Brain ring" - what is it? Teams "Brain Ring"
Recently, the game "Brain Ring" has returned to domestic television. What is it, what are its rules, what are the main features, we will talk about this in our article. In short, this is a popular television intellectual game
Which strings are best for electric guitar? Brands you can trust
This article will present the strings of the most famous brands, and which ones you will like - decide for yourself, but remember that in order to successfully master the technique of playing the electric guitar, it is important to learn not only the basics of this art, but also to clearly identify what specific strings are right for you and your instrument. The main parameters that should guide the choice will be described below, as well as the characteristics of the brands of the most famous guitars
Where did Rapunzel go with "House 2"? The disappearance of the project brands
One of the brightest, unforgettable and long couples of the TV project "Dom 2" - Olga Grigorevskaya and Dmitry Dmitrienko - left the TV set. Many viewers are concerned about the question, where did Rapunzel go from "House 2"?
Evgeny Vagner, "How to overclock the brain. The most effective techniques for starting and overclocking the brain": summary, reviews
"How to overclock the brain" is a book by Eugene Wagner. In it, the author dwells in detail on the main stimuli for the human brain and repeatedly emphasizes that there is no single instruction to speed up the solution of tasks. An employee of any field must check for himself what is better and more efficient
