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RESEARCH 'Neuromarketing': A study shows that anti-smoking campaigns trigger the urge to smoke

Excerpted from The World: Advertisers should rethink their methods in view of the findings of Martin Lindstrom. Subliminal factor is more important than it seems, according to the new book he exposes sales expert, ‘Buyology‘, a study of how consumers react to the impacts of brands.

For example, and an anti-smoking campaign warns the public of the dangers of smoking, the message, rationally, it makes perfect sense. However, thesis for Lindstrom, It is counterproductive: Get that smokers have more desire to smoke rather than less.

The book 'Buyology: truths and lies about what we buy’ He has needed a three-year and invesigación of ‘neuromarketing’ which it reached seven million dollars (5.436.000 euros), as indicated by the publication 'Advertising Age'. Lindstrom and his team have used the latest neurological techniques 2.000 five different people to decipher the behavior of human beings countries when buying is.

Among its findings, It notes that consumers are not only guided by conscious motivations; also by the subconscious. “Most of the decisions we make every day are performed on a part of the brain in which we are not even aware”, Lindstrom explained.

Responsible for the book and the study wanted to find out “What makes a brand be attractive”, but the response has been complicated. In the case of cigarettes especially. When the the tested subjects were asked whether the warnings of the dangers of snuff work, most of them answered without hesitation: “Yes”. It was the conscious side… your subconscious contradicts.

Actually, The results conclude that, When this question was accompanied by images, smokers were more eager to get a cigarette from his pack.

Fallos del ‘product placment’

Another of the most llamtivos research results Lindstrom downplays brand logos, since the book ensures that other senses, as smell or hearing, more often they mark the final decision of consumers.

The study also demystifies the power of 'product placement', the advertising technique consisting of placing a product of a brand in a TV show. In the 'reality' American Idol ', Coke and Ford spent the same amount, but consumers retained much more the image of the beverage company, as it was much more integrated into the action.

The author, whose book has just been published, recommends the 'neuromarketing’ to decipher these secrets, that surely will mark future advertising research.

recent message from Edward de Bono, father of lateral thinking: ‘thinking to be a problem

Mistranslated, would: just we think solutions for problems.

Here is the original text, my translation and my comments:

“Because we often consider ‘thinking’ to be problem solving we do not think much about matters which are not problems. If there is a wide open road ahead of us we do not stop to consider the side roads. This is what I call ‘blocked by openness’. Many things continue because they are reasonably satisfactory so we never think any more about them. A classic example is democracy which is full of faults and limitations but can never be challenged. I can think of at least four ways in which democracy could be greatly improved.

Whose business is it to think about things which are not problems?”

"Accustomed to thinking to solve problems, We do not give any importance to what is not a problem. If we move through a huge highway, always we think of the central lanes, not on the side tracks. It is what I call "lock opening". Many things continue as they are because they are already well, and therefore we never think of them. A common example would be democracy, a packed system errors and limitations but nobody dares to question. I can think of at least four ways in which democracy could be improved.

What business you are there to solve things that are not problems?”

I agree with Bono. Sometimes we tend to take for good what could be improvable. The democracy It's a good example, but we could go much further: marital relations, the parents and children,... The general tendency is to think: it works, Let it be.

However, I think there are businesses that not only solve problems, but generate new opportunities. The invention of mop –español by-the-way-, did not solve any problems, since then scrub floors hand was not a problem, It was a habit. The invention was an opportunity, Over the years and today, Yes we would consider to scrub a floor hand is a problem.

The low cost It would be a similar case. A few years ago, the price of an airline ticket from Madrid to Brussels, 500 €, It was not a problem, was aReality assumed. The emergence of low cost made generate a new opportunity to travel to Brussels for 90 €. Thanks to that opportunity, thousands of people who had not even thought about traveling there you have. Problem or Opportunity? Matter of nuance.

I leave you with this “problem” lateral thinking: In the basket there are six eggs, and six people an egg each carry. How can it be that still left an egg in the basket?. The solution in the next post.

Say NO when you want to say YES… A new form of lateral thinking?

[youtube=https://www.youtube.com/watch?v = c7WUVqkwnSI&hl = it&fs=1]

This is the last campaign USA on upcoming elections 4 November.

Incredibly, The campaign aims to encourage voting, voter turnout. In the United States it is rare for a presidential campaign exceeds 50% participation. Many people not involved, and among them, youth groups, the most marginalized ...

Ad, with messages that do not advise vote, It is a pure irony that seeks the opposite effect. ¿Lateral thinking?… possibly. Here's an interesting fight occurs between right and left hemisphere, they end up winning the right, logical least.

I will tell you if the 4 November vote more than one 50%. Di Caprio, Halle Berry, Eleen Degeneres, Forest Whitaker, Courtney Cox, Dustin Hoffman, Benicio del Toro and many more are powerful reasons. That mistake-not- he would more than good to Obama.

Left hemisphere, right hemisphere, lateral thinking and mathematics

It seems that there is no creativity and lateral thinking in mathematics

Previously it was common in schools include creative activities or lateral thinking in areas linked to arts education and literature. Little is linked with mathematics, to which notions and procedures already closed was considered that the student had to repeat.

What is creativity?

The creativity, as we have spoken from this blog, is the process present a problem clearly to mind, It is the ability to see new possibilities and do something about it. The school is the essential space, It is ideal for the development of thought and creativity place; by applying systematic action to promote a gradual development of mathematical thinking skills.

Creativity is potential in humans and is capable of being developed; It is not exclusive to geniuses, but it is present in all human beings imagine, transform and create something. Obviously the individual who has inherited creative skills and has enjoyed an environment that stimulated and encouraged creativity, will achieve a higher level of creative performance.

Current research claims that with daily training in this discipline, an incredible brain stimulation is achieved, improving both analytical skills and creative.

left brain and creativity

Traditional schooling tends to partial development of our mental capacity as it favors only the development of the left brain that has to do with our logical behavior, thorough and prudent and little deals with the right hemisphere that has to do with creativity, intuition and audacity.

lateral thinking in schools does a pending issue?

The school is an enabling environment for students to carry out activities to develop their lateral thinking, and mathematics is an important source of problematic situations suitable for this purpose.

It comes to my mind the essential TED talk by Sir Ken Robinson, English specialist based in the US, a little gem of 2006 if you have not seen yet, I recommend with heart:

Mathematics, Creativity and Lateral Thinking

Since mathematics, what can be done it is broad and diverse, from the approach to the implementation problems of playful exercises that encourage students to believe in himself, in their abilities and self-esteem, so can help promote lateral thinking of our students.

As proof that math can be creative, Here we have an equation that ends with the result SEX = FUN.

Human Brain by Doggygraph on Shutterstock.com