I was 18 years old when I experienced the excitement of participating in the first edition of Rock In Rio, one of the greatest Rock'n Roll festivals in the world, which took place in 1985 in the old City of Rock, located in Jacarepaguá, Rio de Janeiro. The event lasted 10 days, with a total...

Everywhere you look, posters, ads, logos, messages scream for attention. A dollar spend on marketing is a dollar that competes for attention. Attention is one of the main battle fields in the war for the consumer. This is why I have not seen one campaign brief that does not mention attention or stopping power. Remarkably,...

Customers are creatures of habit. Once a habit forms, future behavior is automatic and unconscious, i.e., mentally “effortless.” But how does a product or brand become part of that behavior? It all begins with context—the situation in which the behavior occurs (location, time of day, job to be done, etc.). When something feels familiar, behavior...

This study took place in a supermarket in England, carried out by a team from the University of Leicester. The researchers organized French and German wines of similar categories and prices on a shelf. On certain days of the week, they put on French music. On other days, they played German songs. The results of...

It´s well documented the role of the senses to perceive the reality around us. Therefore, today I would like to talk about the powerful sense of smell. Our brain has a particular structure for processing smells that is closer to the hippocampus than the other senses. Perhaps this is why smells have a strong power...

In a century where everything gets automated, where relationships run through social networks, where we all expect a reply to any question or message we send in a few seconds, we still need to get to the most human possible level to influence people’s decisions! There is no automation possible! But there is a science,...

Habits guide consumer behavior like powerful gyroscopes. What products customers use and where they obtain them, what media they consume, and what apps they activate to get jobs done are driven more by unconscious habits than conscious choice. This is best understood as behavioral inertia—­the more habitual the behavior, the harder it is to change,...

We’re proud to announce a new partnership between Oxford Business College and the Institute for Neuromarketing. Our organisations will work together to establish scientific and educational links, developing a strong business connection that will benefit both staff and students. Neuromarketing is quickly becoming a cornerstone of business marketing, and this partnership allows both organisations to...

What is priming? Well, it's a strategy used to influence people's behavior, one that has been studied in depth. The technical aspect is summarised as 'an implicit memory effect in which exposure to one stimulus influences another stimulus's response.' Priming is a sensation of how vulnerability and exposure to one stimulus influences a response to...

If you want to be at the cutting edge of marketing, you need to make sure you tune in to Dr Hedda Martina Šola’s webinar on neuromarketing, ‘How Brands Use Your Brain in Ads’. Neuromarketing uses neuroscientific analysis to create advertising based on how we respond biologically to marketing campaigns. Rather than asking consumers how...