Great Polymath Project | Neuromarketing | Day 7

 "You are not going to be able to remember all these interactions. We have a limited capacity. Our brain has a limited capacity."

 

Our brain has a limited capacity

  • let's do something else
  • let's go and only analyze those interactions that mean something
  • those interaction that matters 
    • I am only going to remember those
  • This is what our brain thinks when we see an advertisement or scene

The 9 Pillars of Digital Persuasion

  • Human Mind
    • How Mind works
    • What influences our mind
      • before someone takes out money to pay for a product
      • they need to buy it in their mind
  • Decision Process
  • Human Motivators
    • what motivates people to act
  • Pains (Audience pain points)
  • Mental Triggers
  • Objections
    • opposite of mental triggers
    • what blocks a person to act on a trigger
  • How text influence mind
  • Persuasion Techniques
  • Result Analysis

 

The Flow of consumer behavior

  • Internal influences
    • Biological reactions
      • fear driven
      • territorial
      • loss aversion
    • Habits
      • gym rats are more likely to be attracted to a health brand
    • Senses
      • attracted to a perfume shop in a mall
      • ambience sound in a restaurant
      • Netflix trademark sound
        Netflix's "ta-dum" audio logo

    • Emotions
      • we react better to things that raise emotions
      • not just happiness, but sadness or anger
         
    • Hormones
      • more likely to buy certain food in rainy season
    • Perceptions
      • image of a company
      • how people see your brand
    • Lifestyle
       
  • External influences
    • Marketing actions
      • movies, ads, billboards, social media
    • Culture
      • sub-culture
      • Starbucks selling different menu in different countries
    • Social groups
      • IT employees
      • Doctors
      • working women
      • Parents, etc
    • Family structure 
    • Income
      • rich
      • middle-class

 

Human Brain

  • Brain can be broadly divided into 3 layers
    • Reptilian
      • self preservation
      • eating, rest, reproductions, metabolism automatic actions
      • control automatic actions
      • it's reductionist; it's lazy
        • tries to exert as little effort as possible
        • only focused on important
        • YT shorts more popular than full-length videos
        • bold characters attract attention
        • highlight the right things
      • fears change
      • difficult products will be ignored
        • Amazon 1-click buy
    • Mammalian 
      • emotions
      • main area with which we should communicate
      •  
    • Neocortex
      • intellectual mind
      • think, decide

Decision Process

  • We seek pleasure
    • shopping gives pleasure
    • recreation gives pleasure
    • being right gives pleasure
  • We set expectations
    • Imagine yourself watching a movie
    • you brain continuously sets expectations
      • now the hero will fight back
      • she should have said no
      • your brain sets expectations of what's upcoming 
  • Actions are driven by expectations
  • If your expectations are met
    • you feel pleasure




 

 

 

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