Censor Brain Porn

Adam Waytz of Northwestern University and Malia Mason of Columbia University, with credentials in both management science and neuroscience, hate “brain porn.” That’s what they call people’s fascination at attributing consumer beliefs, emotions, and behaviors to activity in very specific areas of the brain. The truth is that most areas of the brain are activated by a variety of thoughts and most thoughts produce activity in multiple areas of the brain.
     Professors Waytz and Mason give business advice derived instead from what they see as a proper contribution of state-of-the-art neuroscience. I’ll share with you my adaptation of their points and incorporate my notes so I can ask you a question.

• Take a broad view of what serve as benefits for your shoppers and rewards for your employees. For example, neuroscience indicates that a sense of fairness in the store is a reward, even in the absence of monetary payoffs. This argues for maintaining perceptions of equity for shoppers who are waiting in line. With employees, be clear how salaries and commissions relate to the quality of performance. The neuroscience findings are compatible with prior research which indicates the importance of respect, concern, and empathy in business dealings. 
• Recognize how emotions determine beliefs to a greater extent than beliefs determine emotions. This is an old idea in psychology, beginning with William James in the late 19th century and on through Leon Festinger in the mid-20th century. The first impressions of your store gained instantly and subconsciously will affect what shoppers believe about your business practices and what your job applicants think about your employment practices. At the other end of the transaction for your customers, informed people who make purchases which “feel right” tend to be happier with you in the longer term than those people who buy after complicated cost-benefit analyses. 
• Limit stimulation. Different brains are wired for different optimal stimulation levels. Some of it has to do with learning. People who work in noisy environments develop a tolerance for busy store environments. Some of it has to do with age. Older shoppers are more easily distracted than are younger shoppers. Consumer researchers have known for some time that shoppers are attracted to broad assortments, but seek aids in filtering through the choices so they can focus. 

     Now my question for you: Since the neuroscience reinforces what we already knew, is the advice above just additional brain porn?

Click below for more: 
Interpret Brain Science Advice Cautiously 
Show Complainers Respect, Concern, & Empathy 
Stress the Impact of Spreading Impressions 
Unthink Complexity 
Protect Shoppers from Too Many Choices