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July 09, 2008

The Appeal of "New" is Hardwired

Dr. Bianca Wittman of University College London found that making novel choices activates the ventral striatum of the brain. This area is associated with rewarding behavior. Thus, labeling a product as "new" may increase its sales because of this brain wiring. Also, familiar brands also cause higher levels of brain activation, so the perfect pitch may be a new product from an established brand. Hmm, "Apple iPhone," maybe? Read more about the study here at the Neuroscience Marketing blog. Incidentally, this is a great blog that you should read frequently--I just added it as a NEW feed to my NEW site Marketing.alltop.

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