Posted by Martin Kovac | Posted in Advertising | Posted on 22-02-2010
Tags: Advertising, neuromarketing
Martin Lindstrom is a practitioner of neuromarketing research, in which consumers are exposed to ads while hooked up to machines that monitor brain activity. According to his studies, 83% of all forms of advertising principally engage only one of our senses: sight.
To figure out what most appeals to our ear, Lindstrom wired up his volunteers, then played them recordings of dozens of familiar sounds, from McDonald’s ubiquitous “I’m Lovin’ It” jingle to birds chirping and cigarettes being lit.
The sound that blew the doors off all the rest–both in terms of interest and positive feelings–was a baby giggling.
The other high-ranking sounds were less primal but still powerful. The hum of a vibrating cell phone was Lindstrom’s second-place finisher.
Others that followed were:
an ATM dispensing cash,
a steak sizzling on a grill,
a soda being popped and poured.
You can read more details on Martin Lindstrom`s website or watch this video:
I recommend reading Buyology to all marketers, who want to know more about neuromarketing.