Friday 16 February 2018

I've Had A Souper Idea

Did you realise that we are living in an age of unconscious influence? I'm sure from reading our articles you appreciate that all is not what it seems with what we consider freewill. However, is this reality of choice all but an illusion? In truth, that is quite a frightening thought although we would probably be unaware of its implications. It is only upon reading such articles that we would even question. Psychology - its use as a tool

 for advantage - is a hot topic and a subject which is likely to have great implications for us all over the next few decades. If the greater part of our behaviour is governed by unconscious influences then finding the key to this hot wiring of the brain  could be a seller's dream. The power of advertising can work wonders on selling whether by way of TV advert, radio jingle or a banner flashing on a website. 

I don't know about you, but I have noticed a number of TV adverts which capture my attention. The recent Sky TV advert with Jennifer Aniston. ''It's a doddle, doddle, doddle...'' Itches nose is a strange fashion. Claps hands together pretending to kill a bug. With innocent yet super human strength she throws a door off its hinges. There is something very strange going on, hey.

You will notice more and more adverts which have great significance on us remembering and ultimately buying products. However, wouldn't you like to know what is the importance of certain behaviours, sounds and graphics upon our humble mind? Without question we can guarantee that something as simple as saying a catchy slogan while banging a hand on a table may seem all very innocent but I would hazard a guess that someone has paid thousands of pounds to research why it sells a product fast. These winning technique which influence the unconscious mind to ''buy, buy, buy'' are closely guarded secrets. The new buzz word for many advertising companies is neuromarketing. 

Retailers are willing to pay big money to please your unconscious mind. Basic findings that you are more likely to open a letter which features a regular stamp rather than a mark from a franking machine are good for starters. You are even more likely to open it if handwritten.

In truth, the power of the unconscious mind is hardly a new subject matter. Playto described these influences as winged horses dragging us in different directions. 

As we have noted before, the unconscious mind is very much the workhorse of our brain because is can cope with an astounding amount of data compare to our conscious understanding. Its brilliance is akin to us standing in a thunderstorm and consciously trying to count the raindrops. The unconscious mind takes about half a second to filter the most important information to the conscious mind. 

Bargh conducted an experiment where participants took part in personality assessments after holding either a hot coffee or an iced coffee. The hot coffee group unanimously rated people as friendlier and more open. He concluded that the warmth evoked concepts of comfort in the conscious mind.

At the Advertising Week conference in New York City, the NeuroStandards project captured much interest. Here unconscious research has given rise to ''neurosuppliers'' where businesses promise to maximise the unconscious impact for advertising campaigns and product packaging. However, it is difficult for marketing personnel to evaluate what can only be described as a very complicated science. The fact that companies such as American Express, General Motors & others sponsored this project indicate its influence. Roger Dooley, who runs the blog Neuromarketing said: ''At this stage I'd say neurosuppliers will eliminate 50% of the adverts that don't work.''

Campbell's soup hired neurosuppliers to assess the unconscious responses to their new labels. While New Scientist magazine asked a company called NeuroFocus to pick the cover to their August, 2010 issue. Nineteen participants were shown potential cover illustrations while being monitored by EEG. The highest rated cover advised by NeuroFocus - a wispy image of an unravelling galaxy - saw sales 12% higher than for the same issue a year earlier and higher than the 2010 average.  

It is interesting to consider how such neurosuppliers will work within the gambling industry? Take note of bookmaker advertising campaigns and try to assess the impact they have on you.