Looking for the fire not the smoke
How the social brain helps us understand contagion

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Author(s): David Penn
Collection: Congress 2010 - The changing face of market research
Keywords: Neuroscientific Techniques

ESOMAR Congress 2010 Award Nominee - Best Paper Overall
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EUR 15.00
Members: EUR 12.00

Maybe the biggest “buzz” in marketing currently is buzz itself. While advances in social media have made it the hot topic, why do some marketing ideas ignite and spread whilst others fizzle out? Contagious ideas stand out because they produce a ‘social’ response that encourages us to share the idea with others. This paper will report on an international validation study - designed to identify the contagious drivers of brands and advertising, celebrity culture and even religious icons, and to test the hypothesis that contagion is a now key predictor of commercial success.



Date of publication: 15.09.2010
ISBN: 92-831-0244-4
Order Code: 53343_33
Number of pages: 29

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