How Advertising Works Our Nerves (In a Good Way)

Published: November 15, 2007, 2:20 am

Tags: affiliate marketing, online advertising

At last, neuroscience is applying itself to understanding how that extremely artificial endeavor — advertising — engages our basic biological instincts. Two pieces of science news will interest marketers. First, the more we can anthropomorphize products, the better we like them. Second, advertising can take the place of real memory in our beliefs about a product. It seems that dancing raisins, talking cars and the Geico gekko — but probably not subservient chickens — can actually change consumers’ perceptions and attitudes, according to Pankaj Aggarwal (University of Toronto) and Ann L. McGill (University of Chicago). This Science Daily story says that we’re more likely to positively evaluate an anthropomorphized item. Aggarwal and McGill also found out that the more you help people project human attributes onto products, the better. For example, if you have a “family” of products, consumers will like them more if they’re sized

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