"His team recruited 25 DIY consumers who were actually planning to paint their homes, then randomly assigned them to three groups before sending them into a store with EEG headsets to measure brain activity. The control group saw a series of ads that didn't include Valspar paint. The other two groups saw either a 15-second or 30-second Valspar commercial embedded in the same ad sequence. Ramsoy's team then tracked what happened when these consumers entered the paint aisle."
"The behavioral differences were dramatic. "The Valspar groups spent much more time exploring the Valspar shelves compared to the competitor brands," Ramsoy explains. "They explored the products and the coloring much more. They had stronger emotional response, so a stronger kind of approach behavior. They were less price sensitive, so they chose typically a little bit more expensive options.""
Consumer neuroscience research tested 25 DIY consumers planning to paint homes, randomly assigning them to control or Valspar-ad exposure groups and measuring brain activity with EEG headsets. Control participants viewed ads without Valspar, while other groups saw 15- or 30-second Valspar commercials embedded in the same sequence. In the store, Valspar-exposed shoppers spent more time at Valspar shelves, explored products and coloring more, showed stronger emotional and approach responses, and displayed reduced price sensitivity, choosing slightly higher-priced options. Purchase behavior increased for the advertised brand even among shoppers who did not consciously recall the ad, challenging recall-based effectiveness metrics and suggesting neuromarketing measures capture subconscious influence.
Read at Forbes
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