We love to be comfortable. We pay a premium for a little extra legroom on flights, and splurge on all-inclusive resorts and spa packages. The success of Crocs is a case in point: we certainly don’t buy them for their aesthetic appeal. But when it comes to entertainment and advertising, we don’t just want to be comfortable. Think about fear. It’s widely accepted as a negative emotion, yet in 2016 we spent approximately half a billion dollars trying to scare ourselves at the movies.
Nobody likes to be told what to do. But as it turns out, we love to be subtly directed to make choices. I’m referring to the art of the “nudge”, a term coined by economist Richard Thaler and legal scholar Cass Sunstein in their book Nudge: Improving Decisions about Health, Wealth and Happiness. Thaler and […]
It’s a familiar cliché: we’re feeling “in tune” with one another, thinking the same thing; I’m metaphorically “picking up” what you’re proverbially “putting down”. Loose talk with no basis in science…right? Maybe not, at least according to a new paper in the Journal of Consumer Research.
Growing up in 90’s coastal California, this 1920’s anachronism was sold only at the independent pharmacy near my house. That pharmacy also happened to have the best local parking lot for skateboarding. I spent many foggy San Francisco Saturdays sitting on the curb, gnawing at the long strip of taffy-like substance coated in a thin […]
Using humor in advertising can be very effective, and is quite popular. Today, one out of every five ads uses humor — but why does it work? At SPARK Neuro, we’ve studied thousands of ads while scanning people’s brains and nervous system response and have learned a lot about what works and what doesn’t. In this blog we share […]
You’ve been sitting at your desk for hours. You know you should stand up and walk around. You’ve read the articles about blood clots and obesity but you’re slammed with work. Maybe a little lazy too. What would persuade you to get up? This is the question researchers explored when they invented the “Breakaway,” a […]
We used our revolutionary technology, BrainWave, to scientifically measure how people react to each candidate.