Cognitive Science, Sex and advertising: Retail therapy | The Economist – Cognitive sciences are now back in.
It is no wonder we are out-personned in motivating people to live healthy:
“It is now fashionable to study brain waves to see what lights up upon hearing the words â€œCoca Colaâ€, or to measure pupil dilation in response to brand logo.”
Mention of the IKEA effect:
“Baking is an expression of femininity, he explained, so when a woman pulls a cake or loaf out of the oven, â€œin a sense it is like giving birthâ€. Thus mixes that require the cook to add only water are threatening to women, since their role is marginalised; these days, thanks to Dichter, nearly all such mixes involve adding eggs, a symbol of fertility. In her book â€œFood is Loveâ€, Katherine Parkin notes the way he encouraged advertisers to impress on women the importance of cooking as a way of showing love.”