Neuromarketing
Jay Cross,
Internet Time,
Oct 31, 2003
This item, summarized nicely by Jay Cross, goes hand in hand with the previous one. "We identify with our product choices: 'If you like Chevy trucks, it's because that has become the larger gestalt of who you self-attribute as,' Kilts said, using psychology-speak. 'You're a Chevy guy.' Emotion trumps reason. Build your internal brand. If you have Pepsi-quality training, repackage it in Coke bottles. (It never hurts to improve the taste, too. Just don't call it 'New Coke'.)" Advertisers have known this for some time, of course, which is why so many products associate themselves with a certain self-image ('The Marlboro man'). They also know that if they can connect this image to personal identity at a young age, it may well last a lifetime. That's why we such a desire by advertisers to reach into schools. Political activism, too such as the MPAA's copyright campaign, seeks to create associations between action, product and value in young minds.
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