There was a panel at SXSW this year on this topic. Fascinating stuff. Here are the slides from Roger Doorley’s presentation, thanks to Neuroscience Marketing.
I led off with a quick intro to describe the importance of understanding non-conscious motivations that drive buying behavior, and then provided two examples of research-based strategies to improve conversion. The first was the Doppelganger Effect, in which we develop a brand preference when we see ourselves using a product. This happens even when we fully understand that it’s a crude simulation of reality, and that the pictured event never really occurred.
The second strategy was based on research that shows when primed with an image of an attractive woman, male buyers experience behavioral changes and become more oriented toward short-term gratification and goals
<div style=”width:425px” id=”__ss_11987535″> <strong style=”display:block;margin:12px 0 4px”><a href=”http://www.slideshare.net/RogerDooley/how-brain-science-turns-browsers-into-buyers-sxsw-2012″ title=”How Brain Science Turns Browsers into Buyers: SXSW 2012″ target=”_blank”>How Brain Science Turns Browsers into Buyers: SXSW 2012</a></strong> <div style=”padding:5px 0 12px”> View more <a href=”http://www.slideshare.net/thecroaker/death-by-powerpoint” target=”_blank”>PowerPoint</a> from <a href=”http://www.slideshare.net/RogerDooley” target=”_blank”>Roger Dooley</a> </div> </div>