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NEUROMARKETING – Wie unterbewusste Werbebotschaften das Kaufverhalten beeinflussen


Liebe Leser,

der akute „real-weltliche“ Aufklärungsbedarf zum Thema Viral Marketing hat mich in der vergangenen Woche leider zur Einschränkung meiner Blogaktivitäten gezwungen. So finde ich erst heute Gelegenheit, Ihnen einen dreiteiligen Vortrag mit Dr. Christian Scheier, Ralph Ohnemus und mir selbst zu präsentieren.

Ich darf Ihnen einen kleinen Leckerbissen versprechen – zumindest, wenn Sie daran interessiert sind zu erfahren

  • wie Sie die Hirne Ihrer Kunden subtil dazu beeinflussen, Ihre Marke zu bevorzugen,
  • warum Ihr letzter Werbespot eventuell Ihrer Marke geschadet hat…
    …ohne dass Ihr Pre-Test dies herausgefunden hat!
  • warum sozialer Austausch (Viral-Marketing, Mund-zu-Mund-Propaganda) ein geeigneter Weg ist, ein Konsumenten-Hirn zu „beeinflussen“ und
  • wie man Menschen durch Mittel, die weniger als 10 Euro kosten, dazu bringen kann, ein bestimmtes Produkt bis zu dreimal häufiger zu kaufen.

Dr. Christian Scheier: „Starke Marken schalten den Verstand ab.“


Dr. Christian Scheier spricht beim Kommunikationsverband Hamburg am 3.11.2006 darüber, wie bestimmte psychologische Motive den „Autopiloten im Hirn“ steuern – und wie dieser 90% der Kaufentscheidungen trifft.

Ralph Ohnemus: „95 % aller Entscheidungen laufen unterbewusst ab!“

Ralph Ohnemus zeigt bei dem gleichen Vortrag, wie selbst kleinste Unterschiede in der Imagery eines Werbemittels gigantische Wirkung auf „unbewusste“ Entscheidungen ausüben können – und warum herkömmliche Marktforschung beim Abtesten solcher Imagery versagt.

Markus Roder: „Das Hirn ist fundamental sozial!“

In meinem Vortrag demonstriere ich, welche Effekte man durch neuropsychologisches Priming erreichen kann und warum soziale Instrumente wie Viral Marketing ein effektiver Weg ins Konsumentenhirn sind.