Alternative marketing thinking

iCONTRACT

Marketing to the Infovore

There’s apparently a place in our brains that experiences a neurochemical reward when it acquires new information. That “information” doesn’t have to be reading War and Peace or learning the proof for a mathematical theorem – it could be as simple as seeing a new, unfamiliar picture. So, while conventional advertising wisdom suggests that repetition is an essential part of changing customer behavior, University of Southern California’s Irving Biederman shows us that the brain tends to tune out familiar images in favour of novel ones. Hence, advertisers must strike a balance between repeating their message but also providing novel information to trigger the reward circuits in the brain. According to Neuromarketing Magazine, one successful ad campaign that springs to mind as an excellent example of “infovore marketing” is Absolut’s long running print campaign of bottle-shaped images. Read more here.

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