The Persuasion Code How Neuromarketing Can Help...
The Persuasion Code How Neuromarketing Can Help... - https://urlin.us/2tl5R6
Marketing and advertising executives are often afraid of what neuromarketing studies may reveal. After all, a scientific persuasion model may provide embarrassing or damaging evidence on the failure of prior campaigns that wasted thousands, if not millions, of dollars. Let's face it, we all avoid confronting information that may question the fundamentals of what we believe. Often, neuromarketing findings are surprising and call into question what we have learned and applied for decades. They tell us why so many of our efforts to influence, sell, or convince did not work. They may even reveal our incompetence or flaws. Peering inside the deep unconscious parts of the primal brain is surprising if not uncomfortable, because it is information that was not available before. We keep asking people what they want, but the evidence suggests that we cannot easily articulate what we want!
Since the inception of SalesBrain, we have met many ad executives who claim they do not need neurophysiological data to understand or predict the effect of their campaigns. Often, they consider neuromarketing research disruptive to the creative process. They do not believe that revealing what cannot be said will provide valuable insights. Worse, they often see persuasion science as limiting their creative freedom. After all, many agencies rely on the power of their creative execution to differentiate themselves. The obvious problem from our exposure to dozens of agencies worldwide (some in the top tier) is that hardly any of them uses credible persuasion theories to support the scientific basis of their messaging strategy. So be prepared to challenge advertising or even creative agencies when you start your neuromarketing journey. They may push back initially until they realize (and accept) that you want more objective measures of the effect of the creative content you buy.
In the following five chapters written by me, Dr. Christophe Morin, I bring a devouring passion for cracking the scientific code of persuasion. As you will quickly realize, I am somewhat of a brain nerd and therefore I have lots of information I am eager to share about this topic, while making this portion of the book both informative and enjoyable. I have delivered workshops on neuromarketing to thousands of people around the world for nearly 20 years. As an adjunct professor of media psychology at Fielding Graduate University, I collaborate with top academics to improve our understanding of media effectiveness in all its forms. Also, I have students from all over the world using the teachings of neuromarketing to improve movie scripts, ad campaigns, fundraising drives, and even to decode the neurobiological basis of terrorist propaganda. 59ce067264