The Buying Brain: Secrets for Selling to the Subconscious Mind (48 page)

(2003): 999–1010.

For novelty, see Mark M. Kishiyama and Andrew P. Yonelinas, “Novelty Effects on Recollection and Familiarity in Recognition Memory,”
Memory &
Cognition
31, no. 7 (2003): 1045–1051.

For a general review of sources of attention, see Daniel J. Simons, “Attentional Capture and Inattentional Blindness,”
Trends in Cognitive Science
4, no.

4 (April 2000).

Results reported in this chapter are derived from a confidential research project performed by NeuroFocus for a European advertising company wanting to know what ad elements to emphasize in designing ads for different media and screen sizes.

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notes

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June 7, 2010

10:12

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Notes and Sources

245

The Natya Shastra is an ancient Indian treatise on the performing arts, attributed to the Sage Bharata Muni, that describes in great detail principles for the presentation of fine arts, including theater, dance, and music. Bharata was also an early student of the brain. He outlined a set of eight rasas, or emotional states, to categorize different moods of Indian dance, music, and theater—love, laughter, fury, compassion, disgust, horror, heroism, and wonder.

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notes

JWBT296-Pradeep

June 7, 2010

10:12

Printer Name: Courier Westford, Westford, MA

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ind

JWBT296-Pradeep

June 22, 2010

7:24

Printer Name: Courier Westford, Westford, MA

Index

A

preferential processing, 60

Ackerman, Diane, 52

repetition, 62

Advertising effectiveness framework,

resilience, 60

193

tempered emotions, 59

Ambiguity in advertising (MNEA),

TOT (tip-of-the-tongue)

205

memory, 61

Animation, 211

Baseline measurement, 110

Apple, 123–124, 130, 143

Bell, Joshua, 131

Articulated response, 10, 150

Benefits and brand essence, 126

Arts & Entertainment Network

Bharata, 225

(A&E), 211

Binocular vision, 42

Attention, 12, 98, 104, 138, 140,

Biometrics, 11, 14

145, 159, 169, 170, 174, 175,

Blood-brain barrier, 36

178, 180, 185, 194, 199, 201,

Bloom, Floyd E., 149

202, 205, 205–211, 217, 223,

Brain:

225, 229

and electrical activity, 104

Audio/visual synchrony, 212

and evolution, 17

Awareness/understanding/

Brain anatomy and function:

comprehension, 108, 140, 146,

action potential, 34, 37

157, 160, 162, 163, 166, 168,

amygdala, 22, 39, 45, 59, 86

174, 202, 211

anterior cingulate cortex, 89

Axon, 34

cerebellum, 39

cerebral cortex, 37, 38, 39

B

colliculi, 38

Baby boomers, 56

corpus collosum, 26

broad attention span, 57

dendrites, 37

discounting negatives, 59

frontal lobe, 38

discretionary income, 57

glial cells, 36

emotional intelligence, 59

growth cones, 37

familiarity bias, 62

hippocampus, 38, 45

positivity shift, 59

hypothalamus, 38

247

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ind

JWBT296-Pradeep

June 22, 2010

7:24

Printer Name: Courier Westford, Westford, MA

248

Index

Brain anatomy and function:

brand essence: insurance, 133

(
Continued
)

California Olive Ranch, 164–168

insula, 99

cookies/cake manufacturer, 171,

limbic system, 45

191

medial preoptic area, 89

eyedrops, 208

medulla oblongata, 39

moisturizer, 67

neurons, 37

Olympics, 132

occipital lobe, 37

packaging, 114, 145–170

olfactory bulbs, 45

retail, 171–175, 180, 184, 185,

parahippocampal region, 39

187, 191, 192

parietal lobe, 38

Visa, 226

pituitary gland, 8

Cathedral effect, 45

pons, 39

Cezanne, Paul, 42

prefrontal cortex, 20, 24, 95, 139

Chemoreceptor, 49

striata, 39

Clockwise progression in

superior temporal sulcus, 89

advertising, 200

synapses, 34

Coca-Cola, 123

temporal lobe, 37

Comprehension, 97

thalamus, 38

Cortisol, 23, 70, 83

ventral tegmental area, 89

Culture and color preference, 160

visual cortex, 13

Curvilinear eye gaze, 162

Brand essence framework, 121

D

Brand passion, 121

Day in the life:

Brands, 120

ancient man, 20

commodity, 129

ancient woman, 24

and context, 130

modern man, 22

established, 128

modern woman, 26

luxury, 129

Deep subconscious response (DSR),

new, 129

68, 104, 127, 142, 152, 161,

Bundling framework, 153

166, 174

Dendrites, 34, 37

C

Dopamine, 21

California Olive Ranch, 164–168

Case studies:

E

animation, 211, 213

Effectiveness, 109, 140, 146, 156,

Arts & Entertainment Network

157, 159, 160, 162–166, 168,

(A&E), 211

169, 172, 174, 175, 177,

automotive, 96

193–197, 208, 209, 210, 211,

baby care products web site,

213, 212, 215, 216, 218, 221,

80, 81

225, 226

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JWBT296-Pradeep

June 22, 2010

7:24

Printer Name: Courier Westford, Westford, MA

Index

249

Electrical current in the brain,

hippocampus, 76

34

and language, 76

Electroencephalograph (EEG):

and multitasking, 72

definition, 11

and planning, 73

in-store testing, 158

prefrontal cortex, 75

noise in testing, 12

size of, 74

sensors, 104

and smiling, 72

Ellison, Katherine, 89

and taking turns, 72

Emotional engagement, 12, 97, 105,

and Theory of Mind, 76

138, 140, 145, 158, 160, 161,

Fetal brain, 36

169, 170, 173–177, 179, 180,

Filtering and three-screens media,

185, 189, 191, 193, 194, 201,

227

209, 210, 212, 218, 225

Fluency of processing, 160

Emotional mirror neuron system,

fMRI, 13

98

Focus groups, 10, 146

Endorphins, 50

Fonts, 122

Envelope of reasonability (pricing),

Font structure, 159

152

Form and brand essence,

Error in advertising (MNEA),

122–123

204

Frameworks:

Event-related potential (ERP), 110,

advertising effectiveness, 193

121, 132

brand essence, 121

Expectancy violation, 127

bundling, 153

Extensions and brand essence, 127,

consumer journey, 114

128

new product effectiveness, 143

Eye contact, importance of, 30

packaging effectiveness, 157

Eyedrops, 208

pricing, 151–152

Eye-tracking, 12, 68, 142

shopper experience, 173

total consumer experience,

F

137

Faces, importance of, 223

Full brain coverage, 12

Failure analysis, 148–149

Function and brand essence, 124

Feelings and brand essence, 125

Functionality, explicit and implicit,

Female brain:

124

amygdala, 76

Friedan, Betty, 82

corpus collosum, 76

emotional memories, 75

G

and empathy, 69

Gazzaley, Adam, 57

evolution of, 69

Glial cells, 36

and eye contact in babies, 72

Grandmother hypothesis, 92

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JWBT296-Pradeep

June 22, 2010

7:24

Printer Name: Courier Westford, Westford, MA

250

Index

H

Mommy brain:

Halo, 98

and aggression, 87

Hearing, 50

amygdala, 86

Hippocampus, 45

and community, 80

and conflict resolution, 88

I

and cortisol, 83

Implicit familiarity, 158

enhanced emotional intelligence,

In-store EEG testing, 158

87

and extended childhood, 84

K

and eye-tracking, 81

Kandel, Eric, 1

insula, 88

Kinsley, Craig, 84, 85

and intuition, 87

Knight, Robert, 214

mirror neuron system, 88

and multitasking, 89

L

neural pathways, 84

Lagging indicators, 14

and neurogenesis, 84

Lambert, Kelly, 84, 89

olfactory cells, 90

Language, 39

and oxytocin, 84, 86, 88

Limbic system, 47

positive plasticity, 88

Logos, 122

prefrontal cortex, 85

Lustiz, Cindy, 59

and pregnancy, 83

and progesterone, 83

M

and prolactin, 87

Memory, 39, 210

and self-restraint, 87

behavioral, 39

and smell, 90

declarative, 39

and social networks, 85

episodic, 46

and spending power, 82

implicit, 106

and spin control, 88

markers, 47

and theory of mind, 87

Memory retention, 12, 97, 105,

Mommy Brain: How Motherhood

138, 140, 145, 158, 162, 163,

Makes Us Smarter, The
, 89

167–170, 174, 175, 178, 180,

Motion in advertising (MNEA),

182, 183, 185, 188, 193, 194,

199

201, 209, 210, 211, 218, 225

Metaphors and brand essence,

N

127

National Public Radio, 100

Mezernich, Mike, 88

Neural networks, 8

Mirror neuron system, 95, 98

Neurogenesis, 84, 89

and sports performance, 99

Neurological iconic signature (NIS),

and women, 99

51, 137, 139, 183

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JWBT296-Pradeep

June 22, 2010

7:24

Printer Name: Courier Westford, Westford, MA

Index

251

Neurometrics, 204

New product launches, 143

attention, 104, 138, 140, 145,

Noise in EEG testing, 12

159, 169, 170, 174, 175, 178,

Novelty, 29, 97, 107, 140, 146, 157,

180, 185, 194, 199, 201, 202,

158, 159, 161, 162, 166, 168,

205–211, 217, 223, 225, 229

175, 177, 181, 191, 195, 197,

awareness/understanding/

198, 199, 201, 202, 205, 209,

comprehension, 108, 140, 146,

211, 215, 217, 225

157, 160, 162, 163, 166, 168,

in advertising (MNEA), 201

174, 202, 211

Numan, Michael, 89

effectiveness, 109, 140, 146, 156,

157, 159, 160, 162–166, 168,

O

169, 172, 174, 175, 177,

Occlusion, 186

193–197, 208–213, 215, 216,

Olfactory marketing, 48

218, 221, 225, 226

emotional engagement, 105, 138,

P

140, 145, 158, 160, 161,169,

Packaging, 114, 155–165

170, 173, 174, 175, 176, 177,

Packaging effectiveness framework,

179, 180, 185, 189, 191, 193,

157

194, 201, 209, 210, 212, 218,

Pain points, consumer, 173

225

Pain response, 52

memory retention, 105, 138,

Parma, Italy, 93

140, 145, 158, 162, 163, 167,

Pleasure/reward circuit, 30

168, 169, 170, 174, 175, 178,

Pop-out phenomenon, 202

180, 182, 183, 185, 188, 193,

Price elasticity, 68

194, 201, 209, 210, 211, 218,

Pricing framework, 151–152

225

Primal brain, 28

novelty, 107, 140, 146, 157, 158,

Priming, 125, 210

159, 161, 162, 166, 168, 175,

Print advertising, 217

177, 181, 191, 195, 197, 198,

Prosody/tone of voice, 40

199, 201, 202, 205, 209, 211,

Proust, Marcel, 49

215, 217, 225

Proust’s Madeleine, 49

purchase intent/persuasion , 106,

Pupils, 44

140, 146, 157, 161, 162, 166,

Purchase intent/persuasion, 106,

167,

140, 146, 157, 161, 162, 166,

Neuron(s), 33, 37

167

Neuron migration, 35

Neurotransmitters, 35, 50

R

Neutral brain, 29

Ramachandran, V., 147

New product effectiveness

Ratey, Patricia, 90

framework, 143–145

Repetition blindness, 181

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JWBT296-Pradeep

June 22, 2010

7:24

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252

Index

Retail chain, 172, 173, 175, 177,

Tongue, 49

180, 184, 187, 191, 192

Total consumer experience (TCE),

Reuter-Lorenz, Patricia A., 59

68, 137

Reward circuit, 89

and observed experience, 142

Richardson, David, 62