How analysing the consumer brain provides key marketing insights

Spot the difference. It’s easy, right? Now put yourself in the shoes of a marketer at Betty Crocker. Which do you choose to promote your new pie? Reproduced by permission of Ryan Elder, Brigham Young University, from his paper The “Visual Depiction Effect” in Advertising Delving into consumers’ brains can help. Research with these adverts show that 20 per cent more people would buy the one on the right than the one on the left. Yet if you ask them why, they cannot tell you. The pie looks equally appealing, as it should given that the image has just been flipped. A growing number of companies selling consumer goods are employing neuroscientists to find out why this should be. Phil Barden of specialist neuromarketing consultancy Decode, which works with a…


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