Watching a brain on marketing is fascinating. Pop us in an MRI and prod us with an emotive TV ad or friendly Twitter exchange and watch colors bloom amidst the grey matter. Adam Penenberg from Fast Company researched and wrote a great article focusing on one "neuroeconomist," Dr. Paul Zak, and his research around Oxytocin. Billed as the natural hormone that stimulates empathy, generosity and trust, it only makes sense that marketers pay attention. No, not to "dose" people with Oxytocin in the hopes that they like our ad just a bit better, but simply to understand how we are influenced.
I believe this and other neuro-marketing research will lead to innovations in marketing. For now, it falls on that category of emerging science that always reminds me of The Heath Brothers' qualifier for all things interesting but not yet applicable: "true but useless."
Neuromarketing will give us actionable insights. Here are some examples of research and application:
- Neuromarketing: the hope and hype of neuroimaging in business
- Campbell Soup’s Labels Redesigned Using Neuromarketing
- Neuromarketing Hope and Hype: 5 Brands Conducting Brain Research
The Nugget
One takeaway nugget? Adam's experiment (with Dr. Zak) while he tweeted that showed the Oxytocin generated and stress reduced while tweeting confirmed that the virtual interpersonal exchange appears as solid and good-for-you as interacting in person. Love that part. Must post and tweet now....
Comments