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The Secret of Neuromarketing: Go for the Pain

August 9, 2012
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We all like to think we make buying decisions on a rational level, but neuroscientists tell us otherwise. While marketers have known this instinctively, brain mappers have shown that the smallest part of the brain, the amygdala, lights up like a Christmas tree when confronted with fight-or-flight or in this case buy-or-fly situations. Recently, I visited with Christophe Morin, a French researcher with SalesBrain, which is based in San Francisco and claims to be the world’s first neuromarketing agency. His title is chief pain officer. He believes that if a company wants someone to buy its products or services, …...

 

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