How Apple and Nike have branded your brain | Your Brain on Money | Big Think

Summary

This script explores the profound influence of branding on consumer behavior. It discusses how brands like Apple and Nike shape identity and elicit emotional responses akin to family ties. Studies reveal that brand perception can affect cognitive performance and even prompt defense against criticism, highlighting the subconscious power of brands in decision-making. The narrative urges consumers to be aware of these influences and consider the ethical implications of brand manipulation.

Takeaways

• 🛍️ Brands can influence consumer behavior beyond the point of sale, shaping identities and affiliations.
• 🧠 A study at Duke University showed that subliminal exposure to the Apple logo improved creative performance, suggesting brand associations with creativity.
• 🏷️ Brands are powerful storytellers, with Apple positioning itself as a brand for 'hip, cool, fun, creative people'.
• 💡 The idea of rational consumer behavior is challenged by the subconscious influence of brands on decision-making.
• 🤔 The extent to which brand influence can disrupt rational spending decisions is a significant concern.
• 🎓 Americus Reed from the University of Pennsylvania studies how identity and marketing intersect, showing that brand choices reflect identity creation.
• 👕 Choosing brands like Nike or Under Armour is a way to express different affiliations with sport and performance.
• 👨‍👩‍👧‍👦 Consumers can develop a familial identification with brands, which can influence their behavior and reactions to brand-related criticism.
• 🧠 Michael Platt's research in neuroscience, marketing, and psychology demonstrates that brand perception influences consumer decisions at a brain level.
• 📡 Apple customers showed brain empathy responses to Apple news similar to those for family members, indicating deep brand identification.
• 📱 Samsung users, in contrast, showed no empathy for their own brand but a reverse empathy for Apple news, suggesting their choice is driven by dislike for Apple.
• 🤷‍♂️ Many consumers are unaware of the subconscious brand choices they make based on self-expressive values.
• 💭 The discrepancy between what consumers report feeling and what their brain responses show highlights the subconscious nature of brand influence.
• 🤔 Ethical, legal, and societal implications of brand influence on consumer decisions need to be considered deeply.
• 🛡️ Consumers should be aware of brand influence and question their purchasing motivations to make informed choices.
• 🏛️ Brands have become pillars of identity, filling roles traditionally held by institutions like the church and community.

Q & A

Why do consumers often choose specific brands over others, even if the products are essentially the same?

Consumers may choose specific brands due to the perceived identity and values associated with those brands, which can influence their behavior beyond the point of sale.

What does an economist question about consumer behavior when it comes to brand preference?

An economist might question how a rational consumer would be willing to pay more for a product that is essentially the same as a cheaper alternative.

What was the outcome of the study conducted by Duke University involving the Apple and IBM logos?

The study found that participants who were subliminally exposed to the Apple logo performed better on creative tasks compared to those exposed to the IBM logo.

What does the Apple brand represent according to the study mentioned in the script?

According to the study, Apple represents a brand for hip, cool, fun, and creative people, which influences consumer behavior and performance on creative tasks.

How do brands influence our behavior beyond the point of sale?

Brands can influence our behavior by shaping our identity and self-expression, and by creating a sense of affiliation or belonging that extends into our daily lives.

What is Americus Reed's area of study at the University of Pennsylvania?

Americus Reed studies identity and marketing, focusing on how consumers use brands to create an identity and express themselves.

How does the choice of brands reflect a consumer's identity and life stage?

The choice of brands can reflect a consumer's identity by expressing affiliation with certain values or lifestyles, and can indicate where they are in their life in terms of performance, underdog status, or other conceptual pathways.

What is the relationship between brand identification and consumer behavior?

When consumers identify with a brand, it can shape their behavior and even lead them to defend the brand against criticism, as an attack on the brand feels like an attack on themselves.

What did Michael Platt's research demonstrate about the influence of brands on consumer decisions?

Michael Platt's research showed that consumers' perception of brands influences their decisions, with brand loyalty being so strong that it can elicit brain responses similar to those experienced with family members.

What did the MRI machine observations reveal about the brain responses of iPhone and Samsung Galaxy users?

The MRI observations revealed that Apple customers showed an empathy response towards Apple similar to that of family members, while Samsung users showed no significant response to their own brand but a reverse empathy for Apple news.

How can consumers make more informed choices regarding brands?

Consumers can make more informed choices by being aware of the influence that brands hold and by pausing to consider why they are buying a particular product, beyond just the brand name.

What is the ethical consideration when brands subconsciously influence consumer decisions?

The ethical consideration is the potential manipulation of consumer choices without their conscious awareness, which raises questions about the responsibility of brands and marketers in shaping consumer behavior.