Branding

Book Review: Whiff! The Revolution of Scent Communication in the Information Age C. Russell Brumfield, author of Whiff! The Revolution of Scent Communication in the Information Age, along with co-authors James Goldney and Stephanie…

Mega-sporting events are always mega-advertising events, and the cost to become a sponsor or advertiser is a huge commitment of corporate dollars. The inevitable question that arises after the event is, "Was it worth it?" NeuroFocus, a…

Jim Edwards of Brandweek has penned an interesting and lengthy article describing his own experience as a neuromarketing subject, as well as providing some general background on the promise offered and challenges faced by the nascent…

One of the interesting tricks our brains play on us is to transfer physiological and emotional states that we are experiencing to something else going on at the same time. In Sway, authors Ori Brafman and Rom Brafman describe one of the…

In Decoy Marketing, I described my befuddlement when staring at a shelf full of shaving gel product variations. In that case, a jumbo-sized can at the same price as the regular-sized cans put an end to my indecision. It turns out I'm…

Fantasizing about food and sex can reduce pain. (And you always thought those fantasies were a waste of time...) People in emotional or physical distress often turn to "comfort foods" - new research shows that just thinking about these…

It's no news to regular Neuromarketing readers that people's experience with products is heavily influenced by their expectations. Expensive wine tastes better than cheap wine, wine from California tastes better than wine from North Dakota,…

Marketers know there are potent words in advertising, like "Free" and "New." Neuroscientists have now determined that the appeal of "new" is hard-wired into our brains. Novelty activates our brain's reward center, which may have been an…

Hummer ads from General Motors that have an environmental focus are targeting the wrong buyers.

Marketing campaigns often focus primarily on the sense of vision, whether they are purely visual elements like print ads and billboards, or even when they have associated sound, like television commercials or retail environments. I've…