sex, money, love, and stuff
TRANSCRIPT
Sex, Money, Love, and Stuff
Who knew the fun stuff in life had so much science behind it?
lit review compiled winter 2012
The Background
We’ve known for a while that purchasing doesn’t happen in a vacuum, that what we think is determined by evolution, that advertising can lead us to false conclusions, that falling in love with your neighbor and your car can happen in similar ways.
With integration of new knowledge and techniques, suddenly there’s science to back all of this up.
The name of this new field? Neuromarketing.
The Plan
This research, so far, has been varied, sporadic, and as of yet not brought together in a coherent review.
Goal was to coalesce existing research into easy to follow “introductory document” to neuromarketing.
The Big Ideas
Research is available on pleasure, value, purchasing, love, attachment, and a variety of other angles.
One approach considers the neuroscience- when we behave in certain ways, what brain areas do we use, and what does this mean?
The other asks about the chemicals- how do changes in brain chemistry relate to these ideas? What about hormones and neurotransmitters?
The Approach
Introduction, big ideas.Brain areas -> big ideas (pleasure, value,
etc.) -> the brain areas now implicated in each
Brain chemistry-> testosterone, estrogen.Conclusion/Future Research
The Teasers that Make You Want to Read the Rest
Technology- it appears that neurologically, we’re not quite addicted to our iPhones, but we may be in love.
Men – give them an ugly car to drive, and suddenly, they’re not so manly.
Drinking – when a $5 wine just tastes a lot better.
Bodily Functions – on the value of investing while you have to go to the bathroom.
The Implications
This type of knowledge has the potential to fundamentally change how we think about strategy and insight and how we counsel companies to go to market or build existing share.
This is a field that’s being explored in greater detail every year. What will tomorrow’s research change about how we think about business and marketing?
The Plan
Read it.Talk to me about it: