Reseach on consumer response to big brands highlights value of stong narratives.

Oct 04

Martin Lindstrom’s piece in Saturday’s New York Times highlighted his research on whether consumers were “in love with” or “addicted” to their iPhones, given demonstrations of longing, sensory reaction and separation anxiety. His past research has used functional magnetic resonance imaging (fMRIs) to compare human responses to imagery from the world’s great religions and its great brands, examining reaction to images of globally-known products and religions; his findings showed that reactions were often comparable. While this article focuses on whether consumers are technically addicted to their iPhones (and other technologies), his work examining activation of the visual and auditory areas of the human brain has relevance to current discussions on neuroscience and the value of storytelling as a communications tool. Whether selling the latest technology, reinforcing a global brand or making a case for behavior change to drive common good, the importance of a strong narrative that evokes an emotional response from consumers is clear.

This entry was posted on Tuesday, October 4th, 2011 at 12:46 pm and is filed under Behavior Change, Behavioral Economics, Research + Insights. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.

One Response to “Reseach on consumer response to big brands highlights value of stong narratives.”

  1. Emily Y says:

    A timely post for a number of reasons – and one with which I agree. I’d also add that in conjunction with a strong narrative – a personal narrative can enhance the connection consumers feel to a brand or company and reinforce that emotional response.

    With the passing of Steve Jobs, this article points out an interesting side to the passion that he integrated into Apple and all of Apple’s products – for Jobs, both form and function reigned supreme and not at the expense of the other…

    As a user myself of an iPhone and MacBook I must admit that I am indeed seduced by their design and intuitive nature/ease of use. Taking Lindstrom’s article a step further, I think that for many users we see our iPhones, iPads and iPods etc. as extensions of ourselves. These innovations are so successful in part I think because they have ultimately become part of our own individual narratives.