The filtering mechanisms of the brain


Not exactly rocket science but researchers at The Karolinska Institute have identified the Basal Ganglia in the brain as important when filtering out interruptions when solving a task

with yourincluded in the top four perceived causes of ED – even viagra generic.

. What interest me in this research is not necessarily that the Basal Ganglia is important, but how the research was performed, and what that tells us.
basal ganglia
The  volounteers where asked to perform tasks, and was alerted with a noise before the tasks that would contain more interruption than other tasks. Researchers found that when the volounteers heard this noise, the Basal Ganglia and Prefrontal Coretex started working at a higher intensity than when the noise wasn’t played.

What this tells me, which is the “not exactly rocket science part” is that the brain knows or has the ability to learn when it is supposed to apply extra filtering mechanisms. Which I would think it does when arriving at traditional advertising spaces or being exposed to obvious and typical advertising messages
.

Which in extension should mean that advertisers can expect less ROI when investing in these spaces compared to investing in more untraditional and unexpected spaces. The same would apply to format, and tone-of-voice (on one side banners have a predisposed filtering-button attached and on the other letting your brands co-participants talk your message will have less automatic filtering).

The saying “apply creativity to attract attention and strategy to build brand” can be complemented with “avoid the traditional spaces, formats and tone-of-voice to attract attention”.

Article at Neuromarketing
Article at BBC

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