How the choice is made, or why we know it 10 seconds before you make it

choice is made

We’ve already detailed many peculiarities of our brain. We’ve many times discussed the strategies of appealing to the human brain in the most effective way, and much more.

Today I’d like to touch on the topic of how the choice is made so that it becomes clear why it is crucial to develop your brand and to make the first good impression.

In my article “Why I don’t like the marketing of New York City FC”, I provided a scheme of how our brain prefers a particular brand. Today we’re going to consider this topic from the practical side.

We likewise talked specifically about habits and their importance in the purchase making process. In the context of different topics, we detailed the division into the conscious and unconscious minds. I also constantly remind of the importance of the somatic marker hypothesis. I try to explain this in a clear and interesting way, so just read my blog to understand all these processes and make more money.

The study by Brian Knutson, Scott Rick, Elliott Wimmer, Drazen Prelec, and George Loewenstein called “Neural Predictors of Purchases” allows us to see the moment of making the decision.

Using fMRI, the researchers have shown that the decision on preference is made the moment a person visually notices a product. In this experiment, it took four seconds, but in reality, this process, of course, happens much faster.

At this moment, the nucleus accumbens is activated in the brain. The nucleus accumbens analyzes the sensory and emotional information to form a reaction.

However, the preference is transformed into a purchase in case the price suits you.

Pricing is a separate interesting topic I’ve already written about. It has its own nuances because our brain reacts differently to prices for different goods and services.

The current studies show that the decision of a person can be predicted with a high accuracy with the help of fMRI 7-10 seconds before the moment the person makes a conscious choice.

In this case, as you already know from the article on habits, it is habits that constitute 45% of our activities. Our consumption is no exception.

We don’t even notice that we buy the same goods, over and over again. And we are unaware that the moment we seem to make a decision to buy, our brain long ago made a decision.


What conclusions can we come to?

1. The brand is extremely important. If you still believe that there’s no such thing as bad publicity, I’m truly sorry for you. But most of all, I’m sorry for your employers who pay you for killing their brand;

2. The exterior and first impression are extremely important. Everyone is struggling to be noticed. But the greatest art is to make sure that the drawing of attention is followed by the purchasing.

This is achieved through neurodesign, since drawing attention by a strange form (of goods on the supermarket shelf, some idea or even a football club) and a bright color will not be followed by making a purchase in most cases. Something fundamentally new is hard to become popular due to the peculiarities of our brain;

3. The quality of the product is important. Your product was bought, your stadium was attended. But what’s next? The brain makes a decision based on previous experience. If you are unable to transform the experience of interacting with the product or attending the stadium into positive somatic (emotional) markers, you will lose your client, because next time you will not be selected.

Sports neuromarketing will help you bring people to the stadium and make them come back and spend a lot of money inside the stadium. How?

Read our blog and write to me at Email We will contact you within 24 hours to develop an effective strategy and implement it.


Best regards,

Leon The Alien


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SEE ALSO: How to create agiotage around your brand


Images: Warner Bros, Giphy