Entries by Jonathan T. Mall

Neuromarketing in attraction, retail & war

In his lecture at the University of Bremen, Jonathan Mall explains the basic principles of neuromarketing. He draws parallels between interpersonal attraction, consumer goods marketing, and techniques that politicians use to appeal to people. He introduces how the primal and recency effects affect memory consolidation and our everyday life. Basically, the same principle can be applied […]

Trump’s Neuromarketing advantage

What if we looked at the election with the wrong expectation of why people make decisions? Especially since this election was not about the issues, but was fought like a PC Vs. Mac kind of marketing battle. And in marketing, it has been argued that more than 80% of people’s purchasing decisions are made unconsciously[1]. So […]

How to test effective packaging worldwide, with Neuro Semantic Analysis

For years, shopper research has shown that consumers typically spend about 2 seconds looking at products before making purchase decisions.  A product’s Front of Pack (FOP) is the face of a product.  The FOP conveys the entire concept of the product to potential consumers, therefore making it an important variable to study in market research. […]

How can market researchers gain insights into subconscious desires using implicit methods?

Effective market research is able to predict consumer behavior. However, relying only on conscious statements of consumers may lead to false conclusions. Consumers often do not know why they prefer one brand or product. Implicit methods are not affected by this deficit because they do not ask for customers’ opinion but assess underlying attitudes.