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Archive for the ‘Persuasion’ Category

Eva Mendes Sells ItWe all know sex sells… but is it that clear cut? In the book, Buyology: Truth and Lies About Why We Buy, author Martin Lindstrom suggests that sex doesn’t sell. All that erotically charged imagery actually overwhelms the brain, which can’t recall the product.

How does he know? He spent $7 million using both MRI and EEG technologies to study what was really going on in the brains of consumers as they watched commercials and thought about brands.

It turns out what does work is sex with emotion, particularly sex with controversy. Think “Nothing comes between me and my Calvins,” ad circa 1980 where the public was up in arms… The most important thing in triggering a buy is to make a product memorable, which is what happens when a buyer experiences emotion connected with a product.

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