Neuromarketing and the Psychology of Branding with Matt Johnson

Matt Johnson is a speaker, researcher, and writer specializing in the application of psychology and neuroscience to marketing. He received his Ph.D. in Cognitive Psychology from Princeton University. His work explores the science behind brand loyalty, experiential marketing, and consumer decision making. He is the author of the best-selling consumer psychology book ‘Blindsight: The (mostly) hidden ways marketing reshapes our brains’, and the upcoming ‘Branding That Means Business’, coming out in fall 2022. 

Matt is a contributor to major news outlets including Psychology Today, Forbes, and BBC, and he regularly provides expert opinion and thought leadership on a range of topics related to the human side of business. He is also the co-founder of the neuromarketing firm Pop Neuro, and he consults with a wide array of organizations. Matt currently resides in Boston, MA, where he is a Professor of Psychology of Marketing at Hult International Business School, and an instructor at Harvard University’s Division of Continuing Education. 


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02:47 What drew Matt to consumer and brand psychology

05:05 Matt’s experience of living and working in China

07:14 Deconstructing consumer behaviour

12:43 How branding has shifted from a focus on brand value to a focus on brand meaning and identity

17:16 How do people interact with digitization in the art world?

21:36 Is there such a thing as the psychology of bookshops and how people interact with them?

25:02 The study around the taste of Coca-Cola compared to Pepsi

32:55 The future of neuromarketing

39:02 What part does motivation play in consumer behaviour, and how do marketers use consumer motivation to create demand? 

44:33 How much control do we have on our decisions?

48:22 How a brand can ensure that they’re being authentic and that the brand is adapting with the times

55:21 Can psychology and new forms of marketing help the perception of green products make them extra appealing?

58:16 The loneliness economy

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