How Apple neurologically hooked its customers

“Apple’s connection with its consumers has gone way beyond the simply emotional,” Robin Lewis writes for Forbes. “It has succeeded by actually connecting with their minds. In our updated second edition of The New Rules of Retail, released in mid-August, we call this neurological connectivity.”

“We believe neurological connectivity is achieved when a retailer, brand or service creates a strong psychological and emotional response that operates on a subconscious level for the consumer in a way that is typically not readily understood nor necessarily recognized by the consumer,” Lewis writes. “As various research studies in the field of neuroscience have found, when people encounter an elevated experience, their brains release many chemicals. One in particular that has attracted a lot of attention is dopamine, which leads to feelings of euphoria, self-satisfaction and well-being, and which can also actually lead to addiction.”

“Simply stated, a brand or store has a neurological connection with its customers if those customers approach the store visit as they would a visit to the home of a good friend,” Lewis writes. “The trip requires almost no perceivable effort because they know it is going to be a fun and enjoyable experience.”

Much more gobbledygook here.

27 Comments

    1. Once again, someone tries to equate our reasoned, conscious choice to use Apple products with some psychological mumbo jumbo. Take the fancy words away and Robin Lewis is nicely calling us a mindless cult.

      We believe neurological connectivity is achieved when a retailer, brand or service creates a strong psychological and emotional response that operates on a subconscious level for the consumer in a way that is typically not readily understood nor necessarily recognized by the consumer,” Lewis writes.

      i choose Apple for a number of valid reasons. If those factors result in a heightened level of emotional comfort when I use those products or visit an Apple Store, then that is a consequence of the Apple environment, not the reason that i chose Apple in the first place. Try again, Robin. Or, better yet, please don’t.

      1. I think the choice is reinforced each time you choose to purchase iDevices or your favorite brand. I don’t think he’s talking about how you make your choice for the first or second time you buy a brand. I doubt anyone seriously considers all alternatives each time they make a brand purchase.

  1. Best definition ever for “lemmings”

    “creates a strong psychological and emotional response that operates on a subconscious level for the consumer in a way that is typically not readily understood nor necessarily recognized by the consumer”

    Yep … exactly. Steve Jobs was P. T. Barnum genius personified. Tim – not so much.

    1. And SJobs approach is exactly why Apple exists today, a PT Barnum with a quality product. If he had been selling swampland for real estate, been long forgotten. My Grandpa always uses the PT Barnum quote, think in his day it made shy or modest business owners feel superior.

  2. This is pseudoscience at its worst. The mind is not the brain. The brain “loves” novelty. It responds to whatever stimulates it the most and pleasure circuits cancel pain circuits. The brain is not an organ of chemical soup, it is composed of genes, molecules, synapses, cells, and anatomic regions. It also runs on physiologic principles and regional functions and changes neuroplastically with all these components. We access it with thoughts, images, sensations, memories, emotions, movement, beliefs, relationships and culture. Apple has managed to gain access to all of this because it delivers an aesthetically pleasing, pleasurable experience that is novel and uses every access point into our brains, other than neurosurgery. From ameba to humans all living things survive by avoiding pain and pursuing pleasure. All products that deliver this experience will sell like crazy. Apple just does it better than anyone else.

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