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Neurology Expert Offers “Sound” Advice To Advertisers

March 10, 2010: 11:57 PM EST
According to neurology authority Martin Lindstrom, advertisers who ignore the powerful impact of familiar sounds – laughing babies, sizzling steaks, vibrating cell phones – on the human mind are missing a big opportunity. Lindstrom, author of the bestseller Buyology, found significant resonance among volunteers whose responses to those everyday sounds were carefully measured. The volunteers also responded to sounds associated with popular brands, including Intel, McDonald's and Home Depot. Lindstrom wrote in Fast Company that the sounds push a button in consumers’ minds, activating responses such as joy or hunger. A practical application? Playing recognizable sounds like percolating coffee, for example, in a grocery store breakfast food aisle. Once marketers become aware of “the power of sound,” Lindstrom wrote, “it will be used to increase brand recognition in increasingly sophisticated ways."
Tom Ryan , "The Power of Everyday Sounds", Retailwire, March 10, 2010, © RetailWire LLC
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