Archivio per 16 luglio 2013



16
Lug
13

Warmer Temperatures Increase our Reliance on Heuristic Decisions

See on Scoop.itBounded Rationality and Beyond

We’re heading into Winter here in South Africa, which raised a very valid thought; to what extent does the temperature impact our decision making processes? Seems like the answer is “quite a bit actually”. While Neuromarketing plays a very big role in brand messaging contained in adverts, product packaging, product design, etc. it is also important to consider the actual environment in which products are being sold. One great example is that of retail stores. How often have you walked into a retail store during Winter, where they have the heat cranked up to a noticeably warmer temperature? How did you find your shopping experience in these circumstances? I have personally had many an experience where I have walked out of a very warm retail store, frustrated and without making a purchase. The question, from a Neuromarketing perspective, is why….

 

See on neuralsense.wordpress.com

16
Lug
13

Why “De-Branding” Cigarette Packaging Won’t Work

See on Scoop.itBounded Rationality and Beyond

In the news last week was the latest regarding plans to remove branding and logos from cigarette packaging in South Africa. According to an article on IOL, the Department of Health plans to remove branding and introduce gruesome images onto cigarette packages. “The images will include pictures of rotten teeth and various forms of cancer, as part of department plan to reduce smoking.”

 

 Most of the article above tackles the subject from a legal and IP perspective. However, you may well be aware of the implications from a Neuromarketing perspective. Neuromarketing studies have shown that placing warning labels on cigarette packaging – even grotesque labels with images of cancerous lungs – do little to curb smokers’ desires to smoke. Anything that elicits the idea of smoking triggers the Nucleus Accumbens (NA). The NA is a dopamine rich area of the brain that plays an important role in addiction behaviour. Dopamine is a chemical that is in part responsible for reward learning, pleasure and motivation to act on certain stimuli. Therefore, even unbranded packages would still elicit the idea of smoking, trigger the smokers NA, and make them crave a cigarette.  

 

See on neuralsense.wordpress.com

16
Lug
13

Why “De-Branding” Cigarette Packaging Won’t Work

See on Scoop.itBounded Rationality and Beyond

In the news last week was the latest regarding plans to remove branding and logos from cigarette packaging in South Africa. According to an article on IOL, the Department of Health plans to remove branding and introduce gruesome images onto cigarette packages. “The images will include pictures of rotten teeth and various forms of cancer, as part of department plan to reduce smoking.”  Most of the article above tackles the subject from a legal and IP perspective. However, you may well be aware of the implications from a Neuromarketing perspective. Neuromarketing studies have shown that placing warning labels on cigarette packaging – even grotesque labels with images of cancerous lungs – do little to curb smokers’ desires to smoke. Anything that elicits the idea of smoking triggers the Nucleus Accumbens (NA). The NA is a dopamine rich area of the brain that plays an important role in addiction behaviour. Dopamine is a chemical that is in part responsible for reward learning, pleasure and motivation to act on certain stimuli. Therefore, even unbranded packages would still elicit the idea of smoking, trigger the smokers NA, and make them crave a cigarette.  

 

See on neuralsense.wordpress.com




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