THE SCIENCE OF PERSUASION

Now That I Have Your Attention... Case Study: Top-Down Attention and Package Testing

In the last couple of blogs, we have looked at attention, what it is and how neuromarketing can be used to attract it better. We’ve mentioned top-down attention before but, in this post, we’ll do a deep dive into what it is and how it’s used by marketers. We’ll also look at a case study involving Albany bread’s recent packaging redesign. Top-down attention is more deliberate than bottom-up attention. Rather than being drawn to whatever catches our eye the most (bottom-up atte

A Crazy Little Thing Called 'Love'...

Another Valentine’s Day has come and gone, and along with it all the cliché marketing campaigns. Regardless of whether you’re someone who marks this day down on your calendar lovingly or if you’re someone who thinks it’s all become a little too gimmicky, Valentine’s Day triggers some form of emotional response in you. And that emotional response is becoming more valuable than gold when it comes to the consumer brand relationship. ‘I buy, therefore I am’ has been identified as

Do I Have Your Attention? Bottom-Up Attention and Neuromarketing

In our previous blog, we discussed what attention is from a consumer behaviour perspective and briefly covered Top-Down vs Bottom-Up attention. Today, we want to do a deep dive into how Bottom Up attention is used to attract customers’ attention at every touchpoint, be it a website, app, social media, point of sale or on TV. The Attention Economy This term is thrown around a lot – but what does it actually mean? Nobel Laureate Herbert A. Simon said that attention is the “bott

May I have your attention please... Attention, Marketing and Consumer Behaviour.

It doesn’t matter how much you’ve optimised your product, nailed the branding or perfected your messaging. If your target audience doesn’t notice these things, you’ve failed. That’s why attention – both catching it and keeping it - is one of the main focuses of marketing. In this post, we will look at attention from a consumer behaviour perspective, why it’s important to understand and how Neuromarketing can get your brand, product or service the attention it deserves. What i

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