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Summary

What are  consumers really thinking when they see websites, commercials, ads,  and products?  Companies like Proctor  font-family: Calibri;">   Take  Pepsi, for example.  For years, blind taste tests have  concluded that half of participants preferred Pepsi to Coke, but  Pepsi never came close to owning half of the soft drink market  share.  Enter neuroscience.  Using brain scans, Pepsi  conducted the same taste test.  When participants were not  told what they were drinking, the results were not  surprising.  Half chose Coke, half chose Pepsi.  And the  part of the brain responsible for reward lit up,  validating the results.     BUT, when  participants were told in advance what they were about to drink,  almost all of them chose Coke.  And the part of their brains  responsible for memory lit up, meaning that once  people knew what they were drinking, they started thinking about  what they knew and remembered about Coke and Pepsi as companies and  brands, not what the drinks actually tasted like.  Consumer  brains were saying that their reasons for buying Coke over Pepsi  had more to do with what they thought about the brand than what the  product actually tasted like.  If youre Pepsi,  youd want to ramp up your branding efforts based on these  results.      Other  neuroscience tests related to marketing study things like what  makes people choose to pay with cash over credit at  point-of-purchase, or what words people pay attention to the most  in ads, etc.       Written by  the worlds leading neuromarketing research company, this  book is a fascinating look into the minds of the consumer, and a  must-read for anyone in marketing, branding, or  advertising.

Duration: about 9 hours (09:15:40)
Publishing date: 2020-07-20; Unabridged; Copyright Year: 2020. Copyright Statment: —

• Business & Economics