Neural Advertising: The Sounds We Can't Resist

I read a very interesting article via Digg.com that caught my eye. Time magazine online published an article about the potential sounds may have in persuading consumers. The article focused on research done by Martin Lindstrom, a neuromarketing researcher (I didn't even know that was a job title?!). Neuromarketing research consists of consumers being exposed to ads while being hooked up to machines that monitor their brain activity, pupil dilation, sweat responses and flickers in facial muscles, all which tell the researchers about their emotions while watching an ad. Lindstrom found that the #1 responsive sound was a baby giggling. Next in place was a cell phone buzz sound, and then the sound of an ATM dispensing cash. An interesting side note is that the participants responded higher when the sound was more subtle. Advertisers should take this research seriously and alter the current statistic that 83% of advertising triggers only one of our senses- sight. Sound clearly works if advertisers use them the right way!