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NeuroTactic Overview

Context Effect

Our brains are pattern-recognition engines. They seek to fill in gaps in our sensory experiences, such as a missing word in a sentence, as well as gaps in our emotional experiences, such as when we return to a familiar place or see someone we know. In the latter situation, our memories contribute to the foundation upon which we build our emotional state. We refer to past experiences to determine how to feel and how to behave.

SUMMARY:

Our brains are pattern-recognition engines. They seek to fill in gaps in our sensory experiences, such as a missing word in a sentence, as well as gaps in our emotional experiences, such as when we return to a familiar place or see someone we know. In the latter situation, our memories contribute to the foundation upon which we build our emotional state. We refer to past experiences to determine how to feel and how to behave.

Your customers are regularly returning to familiar environments that you create; email broadcasts, text messages, brick and mortar locations, meeting rooms, and video conferences are just a few. Make these environments memorable in order to reinforce brand experiences that are rooted in trust and stability.

Primary Source:

Rooderkerk, Robert P; Van Heerde, Harald J; Bijmolt, Tammo H.A (1 August 2011). “Incorporating Context Effects Into a Choice Model”. Journal of Marketing Research. 48 (4): 767–780.

Dream Category:

Attention

The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

Awareness
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

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Snake Oil walks you through using and testing NeuroTactics in your own marketing, along with other critical skills marketers need to have these days.