Ideas

Often, psychologists and neuroscientists are playing a game of ‘catch-up’ with marketing people. In our attempts to understand consumer behaviour we are looking for underlying mechanisms that can be identified and replicated, and that explain why something that we’ve seen used in marketing has been successful (or why something that seems illogical happens nevertheless). Great creatives – those who make the ads that cause us to want and like brands – often have an intuitive understanding of what will resonate with people and influence consumer behaviour. Cast your mind across adverts that you’ve seen over the years and consider the common themes: Beautiful women Bright lighting / sunshine Healthy faces Puppys (young animals, cute animals) Cute kids A suggestion of romance between people in the ad (or general sex appeal) Humour Music and rhythmic phrases I’m not claiming that my list is rigorously researched or the result of systematic analysis, […]

In Consumer.ology I talk about how other people influence our own consumer behaviour.  From our unconscious desire to copy what we see other individuals doing, to fads that sweeps through lots of the people around us, we are social creatures who have evolved to follow other people. Whilst we might all like the idea that we’re free spirits, charting our own path through the world, the reality is that we’ve evolved to play it safe; and that means doing the thing that is demonstrably ‘OK’ because everyone else is doing it. Recently a study examined how social networking sites can drive the uptake of new items and, specifically, looked at what made the difference between something gaining widespread social acceptance and not getting that traction. By analysing the installation of 100 million apps through Facebook (all with anonymous data in case you were starting to feel nervous) they were able to track the […]

Although we’re over a year away from the London 2012 Olympics the commercial competition to be part of this amazing spectacle is already running. A quick check reveals more than 40 brands that are linked to this event in some form or another: “Worldwide Partners”, “Official Partners”, “Official Supporters” and “Official Suppliers”. So what’s in it for a sponsor? After all, we’re watching the athletes not the advertising banners. And why might some of these brands do much better as a result of their sponsorship than others? The Unconscious Marketing ‘Victim’ Whilst you will not be directing your conscious attention at the names dotted around the stadium, your powerful unconscious mind will be picking it up anyway. This will have three important consequences: firstly, you will be more likely to find yourself thinking about those brands than you otherwise would have done. Secondly, when you encounter those brands you will […]

For some reason (and I could make an educated guess) wine is a popular subject matter with psychologists looking to explore aspects of the way in which people are influenced without realising. I referenced several of these fascinating studies in my book Consumer.ology: price, label design and music have all been shown to influence what people think of the same wine. Now researchers in Germany have returned to the bottle to see if the colour of light in a room influences what people think about a wine. As with all good studies the people taking part weren’t being asked to make comparisons (which can produce results simply because the focus on comparing makes us imagine differences even when none exist). Instead different people were asked to taste the same wine in different settings and asked to say how much they liked the wine and what they would be prepared to pay for […]