Experiential neuromarketing: Get acquainted with the brain

Gordon Pincott

Because consumers use heuristics to make brand decisions, they will tend to buy either what has worked for them before or the most popular brand.

Experiential neuromarketing: Get acquainted with the brain

Gordon Pincott Millward Brown

The brain's mirror neurons trigger the need to experience an action. Understanding of this finding should be applied to all forms of marketing.

Strong brands could be forgiven for resting on their laurels. They have the distribution, shelf space, understanding of what works for them in pricing, packaging and communications. But more than this, they have inertia.

People use shortcuts, or heuristics, to buy brands, and two of these are very common. ‘Buy the last’ describes the scenario where you bought a brand and it worked well, so...

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