Dr. Chris Busts Consumer Psychology Myths

Do goldfish really have longer attention spans than consumers?

In this brief clip, Dr. Chris discusses the nature and science of attention and what marketers must do to attract and maintain the attention of increasingly distracted consumers. A few highlights from the conversation:

“There is more competing for attention these days than ever before. And that what that means for us as marketers is that we have to work harder to be more relevant, more interesting, more compelling, more attractive, to get their attention and then keep it and that is very possible … if it’s something relevant and motivating for us”

“The thing is about attention is that it is a limited and finite resource. As people we only have so much attention [to give away] at any moment … That’s why our brains, being as efficient as they are, have created something called selective attention … our brains automatically screen out information that we don’t think is relevant. It’s not something we were aware of; it happens automatically.”

“Unless [a marketing message] is relevant, compelling and interesting, our brains are going to screen it out. And once that happens, you’ve lost any opportunity to communicate and convince your shopper or your consumer to buy your product. And so we always have to be very aware of being relevant. Relevance is the golden ticket. Finding ways to be relevant is how you get attention and how you keep attention.”

Get the inside scoop HERE.