Neuromarketing Principle Consumers like and remember a slogan depending on how easy it is for them to perceive and understand the slogan’s words. The linguistic characteristic of individual words that facilitate liking a slogan negatively impact memory, and vice versa. Application Marketers and boost effectiveness of their messaging strategies by adjusting the lexical and semantical properties of the words used in slogans. This will help them create slogans that are either likable or memorable. I invite you to play along and do a short thinking exercise. Try to identify these slogans and ta ..read more

Neuromarketing Principle Styling, props, and ambiance of physical environments influence the creation of indirect advertising through consumer-generated content on social media, providing insights into the design elements that prompt consumers to capture and share experiences. Application Leveraging environmental traits that prompt content creation and sharing on social media is crucial for marketers and businesses aiming to enhance consumer engagement and social sharing in physical spaces. On a recent visit to New York City to explore the Trolls x CAMP experience with two toddlers, it was ..read more

Neuromarketing Principle Aesthetically pleasing nature images raise moral concern by inspiring self-transcendent feelings of awe and inspiration. This can be translated into action, like charitable donations. Application Nature imagery can be used to nudge customers in a sustainable manner. Don’t you think nature can be beautiful? So do most. Beauty in nature can be found anywhere, and is even good for your health. But this is not all. Do you want to find out how you can use nature to sustainably nudge your customers? Keep reading to discover the benefits of aesthetics in nature images. A ..read more

Neuromarketing Principle The influence of inspirational content on consumer spending diverges from that of deal-oriented messaging, as it sparks a more potent drive towards achieving consumption goals. This heightened motivation correlates with increased spending. Application Recognizing the superior impact of inspirational content over deal-oriented messaging underscores the importance of integrating inspirational communication into in-store marketing endeavors. On a crisp winter afternoon, you step into your local grocery store, your mind set on tomatoes and lettuce. As you stroll throug ..read more

Neuromarketing Principle Anthropomorphism is a psychological principle that involves attributing human characteristics, emotions, or qualities to non-human entities and has an important role in neuromarketing. Application Anthropomorphism plays a crucial role in understanding how consumers respond to food products that are presented with human traits and how it influences consumer attitudes, purchasing intentions, and consumption behavior. If you are a pet owner, chances are high you are guilty of talking to your cat or dog as if it’s human. Or even give it its own little raincoat when the ..read more

Neuromarketing Principle Supply-based scarcity exerted the most significant influence on purchase intentions, followed by time-based scarcity, while demand-based scarcity exhibited the smallest overall effect. Application To create compelling campaigns that incite action, marketers should tap into different types of scarcity messaging, such as product type and environment. The use of scarcity marketing, employing phrases like "Before it's too late!" or "Limited Edition!" to trigger the Fear of Missing Out (FOMO), has become a widespread practice in marketing. You’ve probably spent a pretty ..read more

Neuromarketing Principle Humans are innately inclined to spontaneously create a whole image out of impartial or missing visual elements. Based on this level of visual processing called Gestalt, consumers perceive non-rectangular (vs. rectangular) product rating units to be incom Application By understanding how the aesthetics of basic visual rating units influences product preference, marketers can strategize their visual marketing techniques to positively shift buyer behaviour in the desired direction. Either rectangular (specifically bar r Ever wondered what is actually shaping your produ ..read more

Neuromarketing Principle The negative halo-effect can cause surprising buying behaviour when trying to use sustainable product packaging. However, companies have the power to change consumer believes about the sustainability of their products. Application Improved label trust and selling pro-environmental products positively affects buying choices. Do you know how eco-friendly packaging affects our buying behaviour? Companies all over the world are trying new ways to be kind to the environment, especially when it comes to  packaging drinks like Carlsberg, Johnnie Walker, and Cantina Go ..read more

Neuromarketing Principle Customer satisfaction appears to be strongly influenced by the relative disconfirmation between expected and actual wait times. Application Retailers can strategically leverage consumer expectations regarding wait times. By addressing this, they can optimize not only staffing costs but also enhance customer satisfaction. Imagine hurriedly entering the supermarket with a shopping list in hand, determined to exit swiftly. You scan the cash registers, seeking the shortest queue. However, just as you think you've made the fastest choice, you realize the wait time is lo ..read more

Neuromarketing Principle The length of a brand name influences perception of and preference for a product. Application When marketing food products, companies can adopt shorter, phonetically appropriate brand names to influence how consumers judge and choose a healthier product. Picture this: you're wandering the aisles of a grocery store, looking for a healthy snack. You come across two seemingly identical products, but one has a brand name that's as long as a Shakespearean monologue, while the other has a snappy, short name that's easier to remember. Which one are you more likely to trus ..read more