Website of the book "Advertising and the Mind of the Consumer" and incorporating author Dr. Max Sutherland's weblog and monthly trade press column.
Why Willpower Wanes - The Tussle of the Muscle.
Marketing is now increasingly called on to try to moderate consumption. But, when consumers are persuaded to exercise restraint, resolve tires easily like a muscle… unless it can be built-up beforehand.
Emotion is a Pain in the Anterior Cingulate
An area of the brain activated by both pain and hurt feelings points a new direction for understanding links between emotion and pain. Emotional hurt may be a form of ‘pain’ signal from the anterior cingulate cortex.
More, New Turn-off Tactics
A Special Issue of Journal of Consumer Research contains many new insights into turn-off tactics. Here’s my Readers Digest version of them.
The Swear**g Effect in Advertising.
Prompted by an ad at Brisbane airport (Cheap enough to say Phuket, I will go) that urged us to fly Air Asia to Phuket, this column focuses on swearing in ads.
15th July 2008. Acceleration of Communication. Destination Competitive Advantage
Circumvent biologically enforced, perceptual speed limits and exploit the subtle dimension of time by ‘compressing’ communications into a template. Just as you can build a mind template for your brand, so too can you do the same thing with your ads. Accelerated communications let you cruise along at unrestricted speed enjoying a significant communication advantage over competitors.
When changing campaign messages, construct a mind bridge between the old ad campaign and the new one so that consumers can use it to cross over - from one to the other.
Behavioral Targeting. Consumers in the Cross Hairs
Search-engine queries and visits to websites generate a potential goldmine of market research information used to aim ads at us with increasing precision. Few people have any idea that they are being tracked, profiled and targeted in this way. The worry is that it is happening in a near-vacuum of regulation.