WOW ! Découverte d’un article sur les neurosciences qui pose des questions incroyables ! Nous savions déjà que notre cerveau ne nous transmet pas tous les signaux mais seulement ceux qu’il considère comme « intéressant » à traiter et à faire émerger dans notre conscience. c’est ainsi que nous n’avons conscience que d’une partie de nos réactions (y compris émotionnelles).

Des chercheurs américains vont plus loin dans l’analyse et se demande donc si notre cerveau aime des objets, des marques, sans que nous n’en ayons pleinement conscience ! Quelle idée ! Et la réponse est oui ! Pire encore, sommes-nous capable d’aimer une marque plus qu’une personne ? Dans ce cas précis on imagine qu’aucun individu sain d’esprit oserait l’affirmer. Or les tests révèlent parfois ce que nous ne pourrions affirmer raisonnablement…

Uwe Gutschow, managing director and creative director of Innocean, says the study came from a desire to connect with consumers on a deeper level. “We started thinking about how we do that as agencies and marketers and what that means. For us, it means how do you connect more on an emotional level, which is a common thing. We tell stories and create experiences that connect with people emotionally. But then there’s another aspect of connecting with people on an unconscious level. We threw out this thought: do we, as people, actually know what we like? And is what we like really what we like. Sometimes the brain responds without us even knowing it.” This subconscious response is what prompted them to test brands against people, because it’s safe to assume that precisely no one would openly admit to loving a thing more than a human…

As ad science evolves and as the measurement gets better there’ll be more information that will give us a better understanding of what people react to. For us it’s an ongoing series of learnings and getting better at it. But the end goal is how do we create better moments that connect with people and the blurring of art and science. Finding out more and more about what those magical moments are could inform the types of stories that we tell and how we tell those stories.”

Lire la suite de cet article extraordinaire sur : Fast Company