How Apple and Nike have branded your brain | Your Brain on Money | Big Think

How Apple and Nike have branded your brain
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Powerful branding can’t solely change how you are feeling about an organization, it will possibly truly change how your brain is wired.

“We love to think of ourselves as rational. That’s not how it works,” says UPenn professor Americus Reed II about our habits (each aware and unconscious) of paying extra for objects primarily based primarily on the model title. Effective advertising causes the buyer to hyperlink manufacturers like Apple and Nike with their very own id, and that sturdy attachment goes deeper than receipts.

Using MRI, professor and neuroscientist Michael Platt and his crew have been in a position to see this at play. When reacting to good or dangerous information in regards to the model, Samsung customers did not have optimistic or unfavourable brain responses, but they did have “reverse empathy” for dangerous information about Apple. Meanwhile, Apple customers confirmed a “brain empathy response for Apple that was exactly what you’d see in the way you would respond to somebody in your family.”
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TRANSCRIPT:

NARRATOR: Coke is simply soda. Tylenol is simply acetaminophen. And Levi’s are simply denims. Yet shoppers exit of their approach to choose these particular manufacturers over others.

AMERICUS REED II: An economist would say,”How is this possible, that a rational consumer would be willing to pay more for exactly the same thing?” We love to consider ourselves as rational. That’s not the way it works.

A really well-known research accomplished by colleagues at Duke University flashed both the Apple brand or the IBM brand to 2 randomized teams of individuals.

NARRATOR: The research discovered that after being subliminally uncovered to the Apple brand, in comparison with whenever you’d been uncovered to the IBM brand, individuals carried out higher on artistic duties.

AMERICUS REED II: And the argument is that Apple has been telling you this story over and over once more, that Apple is the model for hip, cool, enjoyable, artistic folks.

NARRATOR: This is the true energy of manufacturers. They can affect our conduct in ways in which lengthen means past the purpose of sale. So to what diploma can the affect of manufacturers wreak havoc on our potential to make rational spending selections? This is your brain on cash.

This is Americus Reed. He research id and advertising on the University of Pennsylvania.

AMERICUS REED II: When I make selections about totally different manufacturers, I’m selecting to create an id. When I put that shirt on, once I put these footwear on, these denims, that hat, somebody goes to kind an impression about what I’m about. So if I’m selecting Nike over Under Armour, I’m selecting a type of totally different approach to categorical affiliation with sport.

The Nike factor is about efficiency. The Under Armour factor is in regards to the underdog. I have to decide on which of those totally different conceptual pathways is most in keeping with the place I’m in my life.

NARRATOR: And as soon as a client makes that alternative, their relationship with a model can deepen to the purpose the place they establish with that model like household. And when you establish with a model, it will possibly form the best way you behave.

AMERICUS REED II: And it is actually fascinating as a result of they may also, if somebody talks dangerous about that product, model, or service, they would be the first to exit and defend. Why? Because an assault on the model is an assault on themselves.

NARRATOR: Michael Platt is a professor of neuroscience, advertising, and psychology whose analysis demonstrates how our notion of manufacturers influences our selections.

MICHAEL PLATT: There’s an concept in advertising, which is that we relate to manufacturers in the identical means we relate to folks. It’s like, “I love this brand,” or, “I hate this brand.” Of course, what folks say can typically be totally different from what’s actually going on of their heads.

So we thought, “Well, why don’t we just ask the brain directly?”

NARRATOR: Michael and his crew noticed the brains of iPhone customers and Samsung Galaxy customers with an MRI machine whereas they heard good, dangerous, and impartial information about Apple and Samsung.

MICHAEL PLATT: Apple clients confirmed a brain empathy response towards Apple that was precisely what you’d see in the best way you’ll reply to someone in your family.

NARRATOR: Strangely, Samsung customers did not have any optimistic or unfavourable responses when good or dangerous information was launched about their model. The solely proof that Samsung customers confirmed was reverse empathy for Apple information. Meaning if the Apple headline was unfavourable, their brain mirrored a optimistic response.

MICHAEL PLATT: You know, it actually reveals us that Apple has utterly outlined the market right here. Samsung clients, it appears, from their brain information, are solely shopping for Samsung…

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30 thoughts on “How Apple and Nike have branded your brain | Your Brain on Money | Big Think

  1. Sonu Mirchandani says:

    Could it be…..? Samsung consumers are trained to dislike/diss apple…that is why they behave like that. Apple consumers are trained to like Apple. You can tell by the ads from each of these companies….these ads for the basis of their consumer behavior.

  2. Shoaeb Hameed Mohel says:

    I must say out loud that after Vox the creative team behind this channel is doing a remarkable job. An amazing way of storytelling. The interviews, the background music, the ANIMATIONS, and the complimentary footage. And of course, quality of content. Love your videos.

  3. Furtzka Stinka says:

    This "Anti-brand-brand" thing concerns me. Call me a unicorn or what ever, I always had to fight against peoples expectations on my looks and appearences, not to be in a team, but just to be me. Nearly my whole life I have been concious about the power of art (that imo is basicly design connecting images to feelings trough storytelling and bla) and the immense power companys, religions, states and humanity draw from that since like always. Theres so many examples. Look at the cross around the dudes neck 😀 Logos in combination with selfsoothing storylines seem to even catch up to the brainy guys. No surprise. The things my brain connects to all these Brands in the video are "planet is screwed", "childlabor", "monopolists" "ignorance" "unionbusting" "addictive design" etc. because I looked at what these companys do and how they win the game they are playing and I chose to act acordingly to those facts inside of my limitations. I'm also vegan by the way 😛 Those connections and my actions are less subconcious, and not selfserving , except that I like myself better when doing less harm. people, who think less about the concequences of their consumerism and more about having a blast and appearing to be cool n shit were always creepy to me, cause ya know…I live in germany and not long ago groupmentality driven, ignorant apes ruined more then two centurys for a lot of people. Its to easy to tell me I only chose the "noBrandBrand". I chose not to be a subconcious asshole that ignores facts just to feel better about my self by accidently using assholecompanys narratives to make people think better about me. Its called growing the f*** up and beeing aware. But thats just semantics I guess? Cool Video tho. Raise the motherf**** conciousness.

  4. Roman Shocker says:

    Apple definitely brainwashed people, Sony Xperia is amazing yet people buy iphones…. iPhone and Samsung users get angry at people that use other brands lol…I own Xperia , iPad, Samsung tv, Dell laptop and Bose headphones….I'm just a fan of tech.. fanboys of only 1 brand are toxic

  5. keshav Chaudhary says:

    Corporations use the insecurities of people to sell them things. That if you buy this brand, somehow you will feel better about your selves. They manipulate people subconsciously to attach them to a brand. This is a product of nazi's research in human psychology in 1940's. Americans brought all that research into america after the war ended. Apple is best at it, fooling people into buying overpriced things. People pay 2-3 times for the product. Its so sad and funny at same time. Human beings have this perpetual feeling of being inadequate and corporations exploit that.

  6. Joker Mafia says:

    What the English call ‘comfort’ is something inexhaustible and
    illimitable. Others can reveal to you that what you take to be comfort at
    any stage is discomfort, and these discoveries never come to an end.
    Hence the need for greater comfort does not exactly arise within you
    directly; it is suggested to you by those who hope to make a profit from
    its creation. -Hegel

  7. CFYNX says:

    Americana:
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    Tommy Hilfiger Pocket White Tee
    Timex T80 Watch
    Levi's Blue Jeans
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    Zippo Lighter
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    iPhone

    MacBook

  8. cutestuff59FR says:

    Thanks for this! I was focused on "brand awareness" goal for the past few months and I was wondering if I did things right. Showing up every single day to put my brand in front of my customers and it was exhausting at times. Now I know I'm on the right path xo

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