Another month and another free issue of Engage magazine for you. This one talks about direct marketing, social media marketing and brain based selling.
When people in an experiment were shown two DVD players, 32% indicated they would buy one of the brands and 34% chose the other. But when the participants were shown a single DVD player, only 9% or 10% (depending on which brand they saw) said they would purchase the product, says Daniel Mochon of Tulane University. Retailers should bear in mind that consumers have an aversion to being offered just a single option, he says. Even if they can find an option they like, they may be unwilling to purchase it without considering similar options first.
Between 1960 and 2008, the number of uses of “I” or “me” increased 42%, and instances of “we” or “us” declined 10%, in hundreds of thousands of American books, both fiction and nonfiction, studied by Jean M. Twenge of San Diego State University and a team of researchers. The rise of the singular pronoun and the decline of the plural are consistent with what has been described as an increasing level of individuality in American culture over the last half-century, the researchers say.
Women who had read a vivid article describing growing unemployment and increasing scarcity showed a stronger desire (6.19 on a 7-point scale) to purchase lipstick, form-fitting jeans, and form-fitting black dresses, in comparison with women who had read a neutral article (4.97 on the same scale), says a team led by Sarah E. Hill of Texas Christian University. In tough economic times, women appear to increase their attractiveness as a way of finding mates with financial resources. Recession fears prompted no such desire among men to enhance their attractiveness, the researchers say.
Here is another episode of Buying Nature Tv
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Research participants were nearly twice as likely to give the correct response to a complex decision-making problem if they were distracted by a simple three-minute number-matching task before being asked for their answers, says a team led by Marlène Abadie of the University of Toulouse in France. A more-demanding distraction had no such effect: Participants had a 75% chance of giving the right answer after the easy task, but just a 40% chance after a tougher task or if there was no distractor at all. During an easy distraction, the brain seems to unconsciously enhance the memory of a problem’s essence, the researchers say.
MOST people, including health and wellness companies miss this.
“By combining fats, sugar and salt in innumerable ways, food makers have essentially tapped into the brain’s reward system, creating a feedback loop that stimulates our desire to eat and leaves us wanting more and more even when we’re full.”
Here is an article from the New York Times that tells about some studies done about food marketing: