Neuromarketing: Social Proof & 6 Other Interesting Insights from 2015
Posted: Sat Jan 18, 2025 10:10 am
My heart skipped a beat at an article describing how 'bye now' sounds phonetically the same as 'buy now' and therefore activates the same brain areas. Handy to give a leaving customer one last push in the right direction. Although the days of the master's degree in 'consumer psychology' are far behind me, I am still surprised daily by interesting 'neuromarketing discoveries'.
Now in the new year, it is time to take stock of 2015 in the field of neuromarketing . This year too, the discoveries are finger-licking good.
In this article I share my personal selection of the most interesting neuromarketing insights of 2015. And believe me, after reading my little summary my mouth is still watering. This way ghana telegram number list I discovered a still unexposed side of the ancient ' social proof '. And I know when to use €500,- instead of €456.98. Some articles are interesting for conversion, others are more focused on advertising. Something for every marketer.
Here is a summary of the 7 most interesting finds of 2015. For the skimmers among us, a summary:
To Round or Not to Round (conversion/pricing)
Social proof. Having versus liking (conversion)
Pride vs. joy (branding/conversion/design)
The real predictive value of EEG (advertisement)
Your product doesn't turn its back on me (design/conversion)
The temptation of neuromarketing (branding)
The floor is nearer than the sky (conversion, branding)
1. To round or not to round (conversion/pricing)
In addition to all sorts of other factors, the price of a product also gives a signal to the consumer. €19.99 feels like a better price than €20.00, for example. Recent research now adds a little nuance to that.
Round prices (for example €100) are processed very differently by the brain (fluent, easy, emotional) than non-round prices, such as €99.11 (not fluent, rational, difficult). The implication of this for pricing appears to be great.
A consumer's purchase intention should ideally be equal to the emotional experience of the price. In other words: if a purchase is emotionally charged (for example, a camera for a holiday), then a round price will contribute to the sale of the product . If you were to buy the same camera for something business-like (functional, rational), then a specific price would do better.
2. Social proof. Having versus liking (conversion)
Social proof: influencing people by emphasizing the behavior of others. As Cialdini's most famous influencer, it is a real attention-grabber. A quick search will almost make you jump at the number of articles published on the subject. But what if I told you that we are not yet using the most valuable part of it ?
The devil is in the details , and that is also the case here. Last year it was discovered that it makes a huge difference how you formulate 'social proof'. More specifically, do you package your social proof in terms of actions ('others also bought'), or in terms of preferences ('others also liked this product'). It turns out that the latter is a lot more effective.
To put it in terms of the relationship spheres. Would you rather have someone who is desired by many people, or someone who has already been 'had' by many? That's what I thought.
Now in the new year, it is time to take stock of 2015 in the field of neuromarketing . This year too, the discoveries are finger-licking good.
In this article I share my personal selection of the most interesting neuromarketing insights of 2015. And believe me, after reading my little summary my mouth is still watering. This way ghana telegram number list I discovered a still unexposed side of the ancient ' social proof '. And I know when to use €500,- instead of €456.98. Some articles are interesting for conversion, others are more focused on advertising. Something for every marketer.
Here is a summary of the 7 most interesting finds of 2015. For the skimmers among us, a summary:
To Round or Not to Round (conversion/pricing)
Social proof. Having versus liking (conversion)
Pride vs. joy (branding/conversion/design)
The real predictive value of EEG (advertisement)
Your product doesn't turn its back on me (design/conversion)
The temptation of neuromarketing (branding)
The floor is nearer than the sky (conversion, branding)
1. To round or not to round (conversion/pricing)
In addition to all sorts of other factors, the price of a product also gives a signal to the consumer. €19.99 feels like a better price than €20.00, for example. Recent research now adds a little nuance to that.
Round prices (for example €100) are processed very differently by the brain (fluent, easy, emotional) than non-round prices, such as €99.11 (not fluent, rational, difficult). The implication of this for pricing appears to be great.
A consumer's purchase intention should ideally be equal to the emotional experience of the price. In other words: if a purchase is emotionally charged (for example, a camera for a holiday), then a round price will contribute to the sale of the product . If you were to buy the same camera for something business-like (functional, rational), then a specific price would do better.
2. Social proof. Having versus liking (conversion)
Social proof: influencing people by emphasizing the behavior of others. As Cialdini's most famous influencer, it is a real attention-grabber. A quick search will almost make you jump at the number of articles published on the subject. But what if I told you that we are not yet using the most valuable part of it ?
The devil is in the details , and that is also the case here. Last year it was discovered that it makes a huge difference how you formulate 'social proof'. More specifically, do you package your social proof in terms of actions ('others also bought'), or in terms of preferences ('others also liked this product'). It turns out that the latter is a lot more effective.
To put it in terms of the relationship spheres. Would you rather have someone who is desired by many people, or someone who has already been 'had' by many? That's what I thought.