Neuromarketing Science & Business Association (NMSBA)

Articles and Blogposts

  • November 03, 2014 09:45 | Simone Oude Luttikhuis

    Author: Peter Steidl

    I participated in a discussion thread on mumbrella about the interpretation of research findings. Nothing technical at all. Just a question of cause and effect.

    For example, when a survey finds that heavy users say more often then light users that they love the brand they buy we cannot conclude that loving a brand leads to higher volume purchases. Or when people who buy consistently a particular brand say that they trust that brand we cannot assume that trust was a key factor in the purchase decision. Or when 95% of consumers say they make their final purchase decision in the supermarket, we can’t conclude that most purchase decisions are made at the point of purchase. There is no magic ‘buy button’!

    We store memories of past experiences. When we face a new situation our non-conscious mind reviews these past experiences which then impact on our decisions. We all habitualize routine tasks to free up our conscious mind for more important or enjoyable things. This is why the vast majority of grocery purchases is habitual – no purchase decision involved at all. We share some drivers – in particular dopamine. And we tend to have similar neurotransmitter trends correlated with age: like when men get older dopamine and testosterone decline and cortisol increases. We all share something very important with respect to our brain architecture and the resulting processes: Nobel Prize Laureate Kahnemann called it System 1 and System 2 – being essentially our ‘old’, nonconscious mind and our ‘new’ conscious mind. Marketers are more likely to use terms such as ‘Executive Mind’ and ‘Habitual Mind’ (as suggested by Neale Martin), which does not capture all of Kahnemann’s model, but then he is a scientist and Neale a marketing consultant.

    These are just a few aspects we can take as ‘facts’ – knowing full well that research may at any stage deliver new insights that make these facts obsolete, but at this stage we can say that hundreds of experiments and research studies support the validity of these key factors shaping purchase decision.

    This complexity is what makes marketing so interesting. There is no single factor that drives purchase decisions or determines preferences. The consumer’s mind is complex and there are many, often contradictory, factors that end up determining the purchase decision. We have learned much about how we can shape this decision, but the more we learn the more we understand that there is so much more we still don’t understand.

    While even the most complex computer game is trivial compared to the consumer’s mind, I still feel that there is an analogy here that’s useful:

    There are some basic rules we have learned through solid, scientific research studies. These are the game rules. But beyond that, we need to explore and learn – in an intuitive as much as cognitive way – about the consumer and the context within which purchase decisions are made. Through exploration we finally grasp another ‘rule’ that can explain a bit more of how this ‘game’ works and we can advance to the next level.

    Once there, we realise that the game has now become more complex, with even more aspects to explore and understand. And so we observe, explore, use trial and error to learn and eventually progress to the next level and the next.

    But there is a huge difference between a computer game and the consumer’s mind. With the consumer’s mind there are infinite levels to explore, learn and move on from – nobody ever wins. There is no final level, no final wisdom or skill that allows you to win the game.

    Marketing is all about the journey and if you expect that somebody will one day find some magic buy button, concept or idea that is all powerful you will end up as a cranky old marketer who feels he has been cheated in his professional life. If, on the other hand, you love exploring, learning and testing then marketing is arguable the best career choice you can possibly make: you could have done all that too if you would have become a surgeon, but the good thing is that if you make a mistake you only lose a few market share points…

    Read the original post here»


  • October 20, 2014 08:45 | Simone Oude Luttikhuis

    Author: Kyle Morich from Sublime Behavior Marketing

    Spraying and scrubbing the shower tile is not a chore I relish, andundefinedoutside the grout changing colorundefinednothing about the process is reinforcing. I don shabby clothes and smother my face with a dust mask to block out the alkaline fumes of the bleach. I repeatedly smack my knuckles into hard corners and I typically need to use the shower as soon as I’m done cleaning it. Nevertheless, I submit myself to this unpleasant exercise every month because I’m a responsible adult who cares about the cleanliness of his homeundefinedalso, because my wife tells me to do it.

    This past weekend, I was about halfway through my duty when I ran out of cleaner. We use bleach to get rid of mildew buildup, and there were no other bleach-based products in the house to substitute. Were this the bachelor version of myself from five years ago, I would have shrugged, doused the rest of the shower with hot water, and called it a day. But I suppressed my slacker instincts and committed myself to finishing the job. I threw out the bottle, put on respectable clothing, wrote “bleach spray” on our grocery list, and headed out to do the week’s shopping.

    >As I arrived at the cleaning products aisle in the store, I had the sudden realization that I couldn’t remember which brand of cleaner I was supposed to buy. My mind was briefly awash in the panic that only grocery store shelves can invoke: dozens of products, dozens of price points, dozens of features, all competing to induce me to purchase. I had a vague recollection of the color green being involved on the bottle, so I grabbed a bottle of Lysol “All Purpose Cleaner with Bleach,” thinking that was my brand of choice. Turns out, I was wrong. We actually use Clorox “Cleaner with Bleach,” a product that also has green on the bottle, with some lovely yellow accents. Just like that, I had become the very thing that my marketing brethren fear and detest… a disloyal customer.  I’ve stated many times in this space that the goal of marketing should be customer habituation. Getting your customers to buy and use your product on autopilot is the key to long-term growth and profitability, and protects your brand from competitive incursions and other market disruptions. But there are two behaviors of interestundefinedpurchase and usage. Customer decision-making is receiving significant attention, but this is almost exclusively in the area of purchase. To create habitual behavior, marketing efforts must focus on building habits for both actions simultaneously.

    Two years into owning a home, cleaning the shower each month has become a habit. I give the bottle of cleaner no conscious consideration; I just use it consistently and repeatedly every month. But purchasing the shower cleanser is not a habit; my trip down the cleaning products aisle was an entirely conscious experience, and you saw how well my conscious mind performed when I was trying to purchase the same brand I bought last timeundefinedI  inadvertently purchased a competing brand. There exists a habit imbalance in my relationship with this cleanser, and the gap between my usage habit and my purchase habit led to my “erroneous” shopping choice.The usage gap in shopping behaviorThe science behind this imbalance is clear, and there are two main factors at play. The first iscontext. All habits become associated with a context. The context, comprised of time of day, location, goals, and other situational factors, defines what options are available to you and which behavioral triggers will control your behavior. In my context of “home cleaning,” I have established a consistent routine: open the cabinet door, find the green bottle of cleaner (instead of the yellow or blue ones), and go about cleaning the shower. The color green is the only relevant information my brain needs in that context, and the logo or brand name never enter into the equation. In my context for “grocery shopping,” however, I do not have a consistent routine for buying cleaner, and so my conscious mind tried to apply whatever information was available. In this case, I could recall the green bottle from my usage context, but not enough to translate that to the purchase context.

    The second factor, and primary culprit in our story, is repetition. Habits form through repetition. While the number of repetitions necessary to form a habit is dependent on many factors, each repetition etches the implicit memory deeper into the limbic region of the brain. In the two years of using Clorox “Cleaner with Bleach” to clean my shower, I had approximately 24 repetitions of use, but the trip to the store was only my first repetition of the purchase behavior since we moved in to our house. The repetitions necessary to form purchase cues and develop automatic repurchase behavior had not occurred.24 repetitions of use vs. 2 repetitions of purchaseHabit imbalances exist for any consumer product where the use of the product occurs far more frequently than the purchase or when purchase and usage are separated in time. Non-perishable goods, hygiene products, diapers, electronics, shoes, and clothing are just a few categories that face this issue. In path-to-purchase models, the “usage” step is just another box on the consumption loop. But the actual time and behavior occurring during the usage step could cover weeks, months, or even years (as with cars and major appliances). The challenge for marketers is to fill this usage gap.

    The gap between usage and purchase repetitions is not a failing, but marketers must understand its existence if they are to bridge the two behaviors. Great advertising and branding can build awareness and induce a consumer to try a product. Great design and development ensures that product delivers a satisfactory experience and allows for habit formation in the context of use. But marketing often focuses on the first purchase and neglect to build a path to habitual repurchase.

    Find the original post here

  • October 13, 2014 10:31 | Simone Oude Luttikhuis

    Judgment and Decision-Making: Influencing Future Decisions?

    You might have heard about love at first sight and you might have dismissed it off-hand as something that does not really happen. However, the University of Melbourne researchers have found that most people make snap decisions at an unconscious level. First impressions are important and the brain does make spot decisions based on several critical factors. According to researchers, almost 90% of people make immediate decisions about images, objects, and people based on this unconscious feature. This happens even before the brain has had time to consciously process information about images, objects or people.

    Published in the PLOS ONE, the study was carried out by researchers by exposing a set group of people to images while they were being tracked by an EEG. The researchers studied brain images as they reacted to set stimuli before they could consciously judge or feel what they were looking at. The study was designed to flash objects in a box at an extremely rapid rate so that study participants did not have time to gather their thoughts. The EEG monitored brain waves and tracked just how much it was possible to make a person think of the future or the past by viewing the randomly presented images. The study results were quite surprising.

    According to researchers, the brain was able to process images and encode judgments in a viable time frame before the person was even aware of what they were looking at. The brain worked even before the person recognized the image and created tangible thought. For example, a recovering gambler could be watching TV and come across a gambling advertisement. The conscious mind could click away from the ad rapidly, but the brain would have already processed the ad and this would increase the chances of the person relapsing into his gambling addiction. This study also showed that customers make complex decisions regarding car purchases by this same predictive awareness. In fact, researchers were able to show that these complex decisions could also be predicted due to the unconscious evaluation process of the brain (located in the medial prefrontal cortex and the anterior insula).

    For scientists, this is an exciting discovery. With this unconscious processing feature, it might be possible for researchers to tailor-make long term behavioral therapies. It may also be possible to reduce impulsive behavior and encourage healthy long-term decisions.  For example, hearing dice rolling or cards shuffling could push recovering gamblers into their addiction. However, by understanding just how the brain reacts to these prompts, it makes it possible to change these behaviors as well. EEG images could provide an accurate location in the brain that prompts these impulses. By tracking this area, scientists would also be able to stop these impulses before they turned into tangible thoughts.

    Source: Stefan Bode, Jutta Stahl, Daniel Bennett, Carsten Murawski. Distributed Patterns of Event-Related Potentials Predict Subsequent Ratings of Abstract Stimulus Attributes. PLoS ONE, 2014; 9 (10): e109070 DOI: 10.1371/journal.pone.0109070

  • October 13, 2014 10:07 | Simone Oude Luttikhuis

    Learning about Smart Marketing the Smart Way

    Have you ever wondered what makes Coke so much more popular than any other cola-based soft drink in the market? Most of this popularity and emotional attachment can be contributed to targeted advertising. Marketing companies combined advertising with smart marketing campaigns to create a ‘down-home American’ brand image for Coke which has managed to stay popular over the ages. Every year, companies release thousands of products into the consumer market but not many of them manage to reach the iconic status of Coke even with advertising and marketing campaigns.  

    Why? Is this Because of Behavioral Science?

    Yes, behavioral science is based on a combination of psychology, sociology, and anthropology. Simply saying, the science attempts to understand human behavior and predict it based on real science methodologies and practices. By applying these principles to marketing, you can understand what drives a consumer when he or she goes shopping, why consumers act the way they do, and how you can make a brand much more popular among a particular consumer group. This may seem difficult but it is quite straightforward and simple.

    For example, social scientists have noted that people naturally gravitate towards the middle. That means more people walk into the center stall of a store and almost 90% of people prefer to buy mid-priced bottles of wine, mid-priced clothes and even mid-priced service plans. Yes, consumers may justify this as saving money but this behavior is actually based on human nature. We don’t like to be far ahead or too far behind. The center is just perfect as figuratively saying, it’s not too hot or too cold but it’s just right. It comes down to the simple fact that as marketers, you have to use what science has proved to be right about human behavior.

    Behavioral science can be used to create a critical difference to a product’s sale and it may help in creating a distinct identity and brand in the eyes of the consumer. In fact, even the Obama administration has understood the impact of behavioral science on consumers. The administration now uses Cass R. Sunstein, co-author of Nudge, to make their tax policies much more acceptable to taxpayers.

    Learning about Behavioral Science

    As a marketer or a company owner, it does seem apparent that you should know how behavioral science can help your company or your brand link up with consumers. Attending an event like the SMART MARKETING EVENT to be held in London on December. Attending the conference will provide you with a comprehensive overview of the promising new field and help you get a valuable edge over your competitors through targeted marketing campaigns. er 2 and 3, 2014 is the simplest way to get a head start. Industry professionals like Steve Genco, author for Neuromarketing for Dummies; Phil Barden, Author of Decoded: The Science Behind Why We Buy; Nick Southgate, Behavioral Economics Consultant at the Institute of Practitioners in Advertising; Thom Noble, Neurostrata; and many more will be sharing their expertise on smart marketing at the conference.



    As a marketer or a company owner, it does seem apparent that you should know how behavioral science can help your company or your brand link up with consumers. Attending an event like the SMART MARKETING EVENT to be held in London on December 2 and 3, 2014 is the simplest way to get a head start. Industry professionals like Steve Genco, author for Neuromarketing for Dummies; Phil Barden, Author of Decoded: The Science Behind Why We Buy; Nick Southgate, Behavioral Economics Consultant at the Institute of Practitioners in Advertising; Thom Noble, Neurostrata; and many more will be sharing their expertise on smart marketing at the conference. 

  • September 12, 2014 16:14 | Simone Oude Luttikhuis

    Author: Katharina Kuehn - Director RDG Insights

    Do you sometimes find yourself heading to the shops for one item and leaving with a boot full of shopping bags?
    Do you spot a store and get somehow magically drawn in and end up buying 10 things you never thought you would need?

    Or, the other way round, do you set out for some serious retail therapy but get turned away, because it just doesn’t feel right, doesn’t feel inspiring, doesn’t feel motivating?

    A recent shopping trip with a friend reminded me of the underlying subconscious mechanisms that determine whether and why we engage in a certain retail experience – or why not.  As she went on a proper spending spree in a well known Australian fashion store, my brain (and credit card!) went on a short holiday. While my friend was clearly excited by the whole experience of this retailer, I simply wasn’t engaged.

    What really determines shoppers’ expectations?
    Human and therefore consumer decision making takes place largely below the radar of the conscious mind. Every stimuli (advertisement, promotion, retail experience, product, brand) gets evaluated subconsciously and filtered through the emotional operating system in the consumer’s brain. Then we determine what is noise and what is relevant, what we perceive at all, what we recall and what motivates a certain action. This emotional operating system consists of three major forces, in neuro sciences these are known as ‘The Big 3. They are:


    • The Balance system (goal and purpose: security, avoidance of risk, stability)
    • The Dominance system (goal and purpose: self-assertion, displacement of the competition, autonomy)
    • The Stimulance system (goal and purpose: discovery of new things, learning new skills)

    Recognising the wishes of the 3 emotion systems of Balance, Dominance and Stimulance is crucial. Why? Because these 3 systems cause completely different shopper expectations in terms of store experience, visual merchandise and even pricing strategies. These systems form the foundation of the Limbic personality types (as shown in the image below) which I will discuss further in future blogs and I welcome you to contact me to understand more about these types.

    Lets explore four types of shopping experiences that can be clearly aligned with ‘The Big Three,’ easy, experiential, efficient and exclusive shopping.

    Easy Shopping
    Let’s start with the Balance system and its needs and wishes when shopping. Safety, no stress, order, easiness and convenience. Simply put, the Balance system seeks a shopping experience which is as easy and comforting as possible. Visual merchandising and store layouts that are functional and straightforward with easy navigation and quick orientation are preferred. Products should be simple, reliable quality at a predictable, constantly low price point (every day low price strategy as opposed to aggressive, temporary discounting). Too many options have an unsettling effect on the Balance system – it wants limited choice.

    A well executed example is provided by Aldi. The very narrow product range within each category, functional store design and visual merchandise, strictly controlled and absolutely constant product quality, everyday low prices. Aldi’s core market? Customers with an emphasis on the Balance system in their brains. 

    Experiential Shopping
    Exactly the opposite are the expectations of shoppers who are predominantly driven by the Stimulance system. The Stimulance system is attracted to indulgence and experience oriented visual merchandise, such as tasting stations and distinct zones, they seek “experiential shopping”. Choice and variety can’t be big enough and whilst the Balance system is satisfied with home brands, the Stimulance system prefers manufacturer brands with a strong emphasis on lifestyle, pleasure and experience.

    Efficient Shopping  
    For shoppers who seek efficient shopping, the Dominance system is the driving force, demanding highly efficient and hassle free shopping, without waiting times; particularly when it comes to everyday goods. Self-service is preferred because it serves the means of autonomy in the process and reduces dependency on service staff. Aggressive pricing and discounts appeal to the Dominance system. 

    Exclusive Shopping 
    Exclusive shopping, again, originates in the Dominance system. Particularly when it comes to products that have a high socially distinctive function – like fashion, cars or living & furniture – the Dominance system seeks status and exclusivity. This is then exactly how products need to be displayed in retail: exclusive ambience, ranges of the highest quality product, and very importantly, personalised service.

    Hugo Boss provides an excellent example of executing this proposition right down to the smallest, even subconscious, details. When we look at the flagship store in meatpacking district of New York, we find scarce product, tall racking (subconsciously triggering the emotion of having to climb up to reach the product), exclusive materials, subdued lighting, club appeal.    



    All of the above are quite contrary emotional worlds in shoppers minds. So, how can retail respond to this? The answer lies is relating these emotional worlds at the point of sale to the target markets that correspond, and then executing to these propositions. This achieves a relevant retail offer that will draw the right customers into stores, resonate with them and create profitable and loyal relationships. 

  • September 05, 2014 16:24 | Simone Oude Luttikhuis

    Author: Duncan Smith - The Mindlab

    If you want to truly understand consumer behaviour, you need to not only look at people’s explicit responses (what they saythey like), but to also take subconscious emotions and judgements into account. But why is it the case that subconscious processes influence our decisions? Surely we should make better judgements if we consciously thought about our decisions more and not let our gut feelings take over. In this blog post, I will look into how we use subconscious ‘thinking’ to make decisions and why this is actually a good strategy.

    Coke cans and cars

    It is often thought that we base our decisions primarily on conscious thinking when there is a lot at stake, for example when we buy expensive goods, choose a place to live or buy a car. In contrast, when shopping for cheaper or less important products, subconscious thought is often the main driver of our decisions (we will usually pick an item within seconds out of a range of competitors, without consciously weighing up all of their pros and cons, but rather trusting our intuition). This theory certainly makes sense when you think about subconscious thinking as fast and relatively easy, and conscious thought as a slow, more effortful process that can be used to override the subconscious and evaluate different aspects more carefully. But is there more to subconscious decision-making than is immediately obvious? If you are making an important decision (e.g. buying a house), your friends and family will encourage you to spend a good amount of time considering different options, sleep on the decision, write down advantages and disadvantages and discuss them with others. But research has shown that only trusting your conscious thoughts might not always be the best approach.

    Spontaneity and happiness

    We think that thinking hard and justifying decisions will lead to better outcomes, but this is not always the case. An experiment was conducted to test whether people would be happier with spontaneous decisions or ones they justified (Wilson et al., 1990). For this, participants were given the choice between several posters which they were allowed to keep after the experiment. Half of the participants had to just pick a poster and take it home, while the other half were asked to write down reasons for why they picked the poster. Both were told that the experimenter would not know which poster they picked, so that they would not feel judged for their decisions. Not only did the spontaneous group pick different posters than the deliberation group (posters that were ‘just pretty’ instead of ones with motivating slogans, etc.), when asked a few months later about their decisions, they were also much happier with the choice they made. But one might argue that picking a poster is not a particularly important decision, and that of course we can trust our subconscious to make this choice. However, the following example will show that we should use our gut feelings when making more important decisions as well.

    Is our subconscious better at making important decisions?

    In order to test whether we make better judgements using conscious or sub-conscious decision-making processes, a series of studies was carried out at the University of Amsterdam, looking at choosing apartments or potential roommates (Dijksterhuis, 2004). For this, participants were shown 12 pieces of information about each possible apartment (e.g. size, location) or roommate (e.g. tidy, fun). The way the information was presented ensured that there was always a hypothetical ‘best choice’ (one apartment was better than the others). After showing participants the information, they were either asked to pick their favourite straight away (control condition), were given 3 minutes to think about their decision and then choose (conscious thought) or were distracted with a difficult task for 3 minutes and then asked to decide (this discouraged conscious thought and was therefore seen as the subconscious decision). When looking at the choices they made, it turned out that the subconscious group made the best decisions (subjectively, as well as when individual importance of factors was taken into account – e.g. when someone said that location was more important than size, etc.).

    How is this possible?

    When thinking of conscious and subconscious thought as simply slow vs. fast or effortful vs. effortless, we miss one important aspect of these different ways of ‘thinking’: The amount of information that can be processed. Consciousness can only process a relatively small amount of information at once, while the processing capacity of the subconscious is much larger. Therefore, when we have to make a judgement and only take a few facts into account, conscious thought may lead to better results than the subconscious, while the subconscious appears to better at forming overall impressions. When there are lots of factors to consider, conscious deliberation runs the risk of taking not all of the information into account, but basing the decision on just a few of the facts. Therefore, even when making complex, important decisions, it can often be better to listen to your gut feelings. And one of the pieces of advice your friends and family gave you earlier is actually based on this idea: Sleep on your decision. Often, being distracted for a while can help coming to a conclusion, and artists, authors and anyone else having to use their creativity will know that incubation (stepping away from a problem) can help tremendously in coming up with good solutions.

    Overall, it can be said that not only simple, unimportant decisions are best made using the subconscious, but that even difficult and important decisions such as choosing a house are influenced greatly by our subconscious, because it provides a more global impression. This is why testing subconscious, implicit and automatic impressions is not only important when trying to predict the success of inexpensive items such as fast-moving consumer goods, but will also give a great deal of insight for more expensive goods (and related brands, advertising strategies and design).


  • February 11, 2014 10:24 | Carla Nagel (Administrator)

    New Barkley Study Reveals How This Generation’s Behavior and Buying Habits Change After Kids

    prbizAmerica’s often-watched millennial generation, traditionally viewed as young and unattached, has grown old enough to have children. Among the older half of millennials, those between ages 25-34, there are now 10.8 million households with children. Further, with millennials accounting for 80% of the 4 million annual U.S. births, the number of new millennial parents stands to grow exponentially over the next decade. A new study of 25-34 year-old parents reveals how starting a family has changedundefinedor not changedundefinedthis generation’s behavior, values, media consumption and buying habits.

    The two-part Millennials as New Parents study first analyzed exclusive research records of 10,800,000 millennials with children. The second phase included a one-to-one survey of 1,000 American adults aged 25 to 34 who have children living with them.

    “Millennials are often inaccurately portrayed through the prism of youth and all the character traits that go along with itundefinednarcissism, rebellion and entitlement to name a few,” said Jeff Fromm, EVP at Barkley and co-author of the just released book Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever, in a news release. “A large portion of millennials have grown up. By overlooking the fact that many millennials are now parents, brands could miss changes in behavior and consumption that directly impact their bottom line.”

    What one retailer would millennial parents shop at for the rest of their lives?

    When given the choice to shop at one store for the rest of their life, millennial parents gave a surprising answer. Between Amazon, Walmart and Target, millennial parents chose Walmart. Even as the world’s most tech-savvy generation, millennials who have kids opted for the brick-and-mortar locations of Walmart and Target over online darling Amazon.

    When broken down by income level, the answer shifts slightly. High-income millennial parents chose Target, while middle and low income brackets chose Walmart.

    Overall, those millennial parents who chose to shop at only Amazon for the rest of their life tend to be the most conservative politically. They still supported Barack Obama in the last election, but by a much smaller margin than those who prefer Walmart or Target. Plus, they are less likely to say they have become more politically liberal since they had kids than the other groups.

    How do millennial parents shop?

    Before they become parents, millennials rank their favorite brands in order of descending importance as Nike, Sony and Gap, with 10% naming Nike as their top choice. After they become parents, millennials continue to name Nike as their top affinity brand, but at a much lower margin. Only 6% put Nike at the topundefinedfollowed by Target and Apple at 3% each.

    Millennial parents are pragmaticundefinedwhen compared to before they had children, they buy significantly more based on price than they do on quality. Before they were parents, their buying decisions were 57% on quality. After parenthood, they buy just over 50% on quality.

    In some categoriesundefineddining and entertainment, apparel, and digital productsundefinedthe change is more dramatic, with the shift away from quality and toward price dropping as much as 20%.

    How do millennials parent?

    Fifty percent of millennial parents agree with the statement, “I am raising my kids the way I was raised,” while 28% disagree and 22% are neutral. So where do the differences and similarities lie?

    Millennial parents’ top concerns are environmental issues and what their kids eat, with 52% saying they closely monitor their children’s diet and 64% saying the environment has become a top concern now that they are parents.

    Boomers, which are often cited as the inventors of the “helicopter parent” phenomenon, may have provoked something of a backlash, now that their millennial children are parents. For example, 61% of these young parents agree, “kids need more unstructured playtime.” Only 21% think their own kids are overscheduled.

    Today’s millennial parents show a traditional streak: 48% say, “children do best if a stay-at-home mom raises them.”

    What do millennial parents value?

    When shopping for products, 50% of millennial parents say they try to buy products that support causes or charities.

    “Millennials are often cited as one of the most socially compassionate generations ever,” said Fromm. “The brands that win with millennial parents often help them feel better about themselves through purchases and brand engagement.”

    In fact, of the brands that millennial parents favor mostundefinedNike, Target and Appleundefinedevery single one has a cause platform. Nike, through its Nike Better World initiative, addresses social issues including health and wellness, Native American culture and sustainability. Target is deeply embedded in the cause arena, with its giving programs covering issues including education, hunger, health and the environment. Apple is an active member of Product (RED) and focuses a large part of its cause effort on sustainability.

    When answering the question, “I want my kid(s) to_______”, millennial parents offered insight into what they value most. Ranked in order of importance, 82% want their child to know that they don’t need possessions to make them happy, 77% want their child to graduate college and 56% want their child to excel at sports.

    Millennial parents are politically very similar to millennials in general. They voted 58% for Barack Obamaundefinedvery close to most of the exit polls for millennials in general.

    Now that they're parents, millennials have become more interested in politicsundefined43% are more interested compared to 36% who are not. However, only 30% say they've become more politically liberal than before they were parents.

    How do millennial views on privacy change after they are parents?

    Millennials, the most transparent generation ever, continue to remain heavily connected online even after they become parents. Over 35% of millennial parents claim to have posted on Facebook in the last day.

    Millennials as a whole regularly trade private information for perks from brands they favor. However, that willingness falters a bit when millennials become parents, with 48% claiming they are less likely to give up private information about themselves in exchange for promotional perks.

    How do millennial men and women parent differently?

    When it comes to millennial parents, there are some distinct differences between men and women. Men are much more likely to say that since becoming a parent, they are the same person as before they had childrenundefined45% of men agree with that statement, but only 30% of women.

    With the growing number of two working-parent households, its not surprising that work-life balance is a key issue for both male and female millennial parents. Here there is strong agreement between the sexesundefinedwith 76% of men and 74% of women saying that work-life balance issues have become more important.

    “Millennials as New Parents” by the numbers:

    Number of US households with adults 25-34 who have children: 10.8 million
    Portion of parents married: 63%
    Median income: $50,000
    Total labor force participation rate: 76%
    Labor force participationundefinedwomen: 61%
    Living in urban area: 28%
    Living in suburban area: 51%
    Living in rural area: 20%
    Hispanic population: 16%
    African American population: 12%
    Caucasian population: 61%
    Other minority population: 11%

    From June 14th to June 20th, an online survey was fielded by Vision Critical and conducted and analyzed by Barkley among 1,001 randomly selected American adults age 25 to 34 that have children living with them, and who are Springboard America panelists. The margin of errorundefinedwhich measures sampling variabilityundefinedis +/- 3.1%, 19 times out of 20. The results have been statistically weighted according to the most current age, gender, region, income, and ethnicity Census data to ensure a representative sample. Discrepancies in or between totals are due to rounding.

    This article was originally posted on www.bulldogreporter.com
  • November 05, 2013 10:22 | Carla Nagel (Administrator)
    The holiday season is now officially underway. Cities around the world are soon to be draped in twinkling lights, while retailers ready themselves for the large influx of customers who make this time of year among the most lucrative. One theme we are likely to see everywhere is the color red: red lights, hats, sale signs, poinsettia flowers, décor, ribbons and ornaments, etc. Given that red is the accepted color of the season, how much do we really know about its effectiveness in generating sales in shops around the world?


    red holiday


    The answer is really quite surprising. Some argue that red is psychologically arousing and excites us to shop.[1] Others argue that red leads to an increased attention to detail.[2] Most interestingly, however, is how men and women react differently to the color itself. In retail environments, men report that when they see red sale tags they believe that they are receiving a more favorable price and feel positively about the decision they have made – it is a valuable heuristic used to make shopping simpler. Women, on the other hand, report feeling suspicious about red, and are under the impressing that they are being tricked.[3] Researchers at the University of British Columbia have found that we associate red with stop signs, fire trucks, and the teacher’s pen – all things that produce an element of danger.[4] Danger, however, can signal power, which is where red’s appeal in retail becomes apparent.

    How can your business capture its share of the estimated $640 billion market? [5] Biological and neurological studies have arrived at the same conclusion. The answer is red. Have your salespeople incorporate red into their uniforms, or perhaps use red lipstick or blush in their makeup routines, as these tactics have been known to increase consumer spending. Insofar as red signals power, it also signals attraction, with both men and women reporting higher levels of attraction for the opposite sex when wearing red clothing, resulting in consumers reaching deeper into their pockets than they otherwise would have.[6]

    Photo credit: www.redbubble.com, Evelina Kremsdorf

    [1] www.telegraph.co.uk/science/roger-highfield/8967435/Neuromarketing-reading-our-festive-desires.html
    [2] www.sciencedaily.com/releases/2009/02/090205142143.htm
    [3] www.oxfordtoday.ox.ac.uk/features/psychology-shopping
    [4] www.sciencedaily.com/releases/2009/02/090205142143.htm
    [5] www.bizreport.com/2013/08/forecast-2013-holiday-spend-to-push-640-billion.html
    [6] www.neurosciencemarketing.com/blog/articles/red-effect.htm


  • October 07, 2013 10:21 | Carla Nagel (Administrator)

    A lot is known about two types of mental processes in the brain: System 1 and System 2. The former is concerned with subconscious, automatic reasoning, whereas the latter is concerned with conscious, intentional more deliberate type of reasoning.

    Just as these two systems can be regarded as ‘complementary opposites’ to each other, they can have very distinct applications in marketing.

    Because system 1 specializes in making fast (subconscious) judgments, the retail environment with its hundreds of same-category products requires that the emphasis should be on utilizing the skills of System 1. When a customer enters a retail store, the abundance of lights, colors, signage and sounds can distract the customer insofar as there are no unique stimuli that can draw the customer’s full, undivided attention that ultimately results in a purchase.

    A company’s products, therefore, needs to be sufficiently unique in terms of design, contrast (with competitive brands), readability etc. so that the impatient customer is ‘allowed’ to use the fast-thinking System 1 when crawling the isles in search of the right product and thereby making a quick decision.

    Werner is the founder of Neuromind Marketing in South Africa.
  • October 01, 2013 10:19 | Carla Nagel (Administrator)

    Serie: Quick Neuro Wins for Retailers.
    Neuro Retail Revolution speakers share their tips. Part 5: social media

    sarafay

    Attract recommendations.
    Showing the opinions of other people, even complete strangers, influences purchase decisions. Including recommendations in your online shop can increase the purchase volume by 20% or more. The inclusion of the fans profile photo can bolster this a further 10%. Free gifts trigger reciprocity: offer a free gift in exchange for recommendations and increase your sales turnover and loyal customers at the same time. Use social media to make it super easy for your customer to endorse your brand and share information at the same time.

    Sara Fay is founder of Whitematter Marketing in the United Kingdom.

    This tip appeared in an article about retailing in the quarterly Neuromarketing Theory & Practice.
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