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Neuromarketing Study Prompts Campbell To Change Soup Display

Campbell Soup is announcing changes to its condensed soup labels and shelf displays today that it hopes will better enable shoppers to connect to the brand "on a deeper level," Ilan Brat reports, and concomitantly boost sales. The changes are based on a two-year neuromarketing study in which researchers analyzed changes in consumers' skin moisture, heart rate and other biometrics as they viewed pictures of bowls of soup, logos and other gustatory stimuli.

For years, Campbell's researchers asked consumers whether they remembered an ad and whether it made them more likely to buy a product. But an analysis revealed that ads that consumers said made them more likely to buy a product had little relation to actual sales. People's words didn't fully capture their unconscious responses, according to Campbell vp of global consumer and customer insights Robert Woodard, so it sought to understand the neurological and bodily responses to an ad.

Technological advances have made neuromarketing research cheaper, faster, and more accessible to more companies, Brat reports. The approach purportedly helps marketers better understand how consumers respond to marketing and advertising.

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