Summary of the 2015 Blog Posts

Since this is the last NMASA blog post for the first year of NMASA, I have thought it best to make a short summary of the blog posts.

I have emphasised over many posts the integrated role the body, brain and the environment play in influencing consumer decisions. In the post on free will I mentioned that all humans are born with knowledge already in their brains. The Bouba-Kiki phenomenon is evidence of this. The reason is (partly) because ‘neurons that fire together, wire together’ from the moment a person is born. This results in one sense being able to be experienced in terms of another (e.g. we tend to say sunlight is louder than moonlight; sight influences sound). This ‘one thing in terms of another’ is also what metaphors are: talking of one thing in terms of another. We often talk as if Money is a River (e.g. cash flow; liquidity; throwing money in the water, etc.). The post Life as Art or Science explains more about metaphors, and how we experience life as a metaphor itself. Metaphors have many, many far-reaching implications for marketing, especially considering embodied cognition (the state of the body influences how we think). Campbell’s Soup gives a good example, whereby they showed a steaming pot on the packaging of one of their soup products. This made the soup seem hotter, even though it was obviously still the same temperature.

In the post on What consumers should be thinking about, I discussed habits, and how important it is for marketing. In another I mentioned how habits are the foundation of a sustainable exercise routine. The exact same principles can be applied to marketing. When consumers visit a website, they should know, intuitively where on the website they can find what. They should not have to think about it, since habits form part of the subconscious. Thinking should be reserved for other more engaging tasks, such as thinking about what type, size or model of product they want.

I hope that 2016 will be a prosperous year for you. There are exciting times ahead for neuromarketing with rapid improvements on many fronts in terms of the technology functionality and cost-effectiveness.


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