Neuromarketing

How One Simple Strategy Changed the Candy Industry – Marketing Article

Image Credit: Vanderbilt Cup Races More than a hundred years ago, a remarkable entrepreneur used a clever marketing strategy to create explosive sales for a rather ordinary candy product. Edward Noble is best remembered today for his 1943 founding of the American Broadcasting Company, which survives today as part of Disney. Decades before that, though, he was a pioneer in the candy industry. In 1913, Noble bought the rights to Pep-O-Mint candies, mints shaped like donuts and packed in a…

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Brainfluence Now Has An Italian Translation – Marketing Article

The Italian version of Brainfluence, titled Neuromarketing in Pratica, is now  available from the publisher, Apogeo, and other bookstores. This is the eleventh translation for my book, and it’s great to see that the ideas in it are still relevant and useful. I haven’t seen the physical book yet, but it looks like they did a nice job with the cover. They started with my amusing (and totally invented) brain region labels and created their own emoji versions. I found…

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Decoy Pricing: Did United Airlines Fire Their Behavioral Economist? – Marketing Article

In just about every keynote I deliver, I illustrate a high-friction customer experience with examples from United.com, the website of United Airlines. I used to think the firm desperately needed to hire at least one UX or CX expert, but I’ve concluded they probably DO have people who know those fields. But, I also concluded, the people who know how to fix the site’s usability have far less power than the firm’s IT and security bosses. Despite those website misgivings,…

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Decoy Marketing – Neuromarketing – Marketing Article

Want to sell more of a product or service? Here’s a counterintuitive idea: offer your customers a similar, but inferior, at about the same price. It’s unlikely that they will buy the less attractive item, but you should see a jump in sales of the item you are trying to sell. That’s decoy marketing. Shaving Aisle Decoy Here’s a real-world example. The last time I needed a can of shaving gel, I found myself staring at a shelf full of…

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AdAge: Neuromarketing More Than Snake Oil – Marketing Article

Credit: Illustration by Tam Nguyen/Ad Age AdAge, the most visible media outlet in the advertising industry, has cautiously endorsed consumer neuroscience with the headline, Time to Rethink Neuromarketing; It’s No Longer Just Snake Oil. Jack Neff, author of the AdAge article, bases the more optimistic view of neuromarketing on multiple factors. He notes that Nielsen’s consumer neuroscience unit now has 16 labs globally, with five in the U.S. The research firm has also been willing to validate its neuromarketing studies…

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