Tag Archive | "consumer"

Facebook’s Oculus Confirms Pebbles Interfaces Buy To Grow Its VR Footprint (And Fingerprint)

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Oculus Rift Consumer Edition

Google Should Give U.S. Citizens More Privacy Rights, Says Consumer Watchdog

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Google

JD.com Partners With ZestFinance To Offer Credit Service To Chinese Consumers

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piggy bank

Manus Machina Is Building Gaming Gloves For VR

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manus_mobile_vr

Oculus App Store Will Require Pre-Approvals, Comfort Ratings, Tax

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Oculus Home

Oculus Unveils Consumer Rift Headset With Xbox One Controller

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Oculus Rift Consumer Edition

Sony’s Compact RX-100 IV And RX-10 II Cameras Pack A Big Punch

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Sony RX100 IV Camera (PRNewsFoto/Sony Electronics)

Roomi Lands $2 Million To Pair You With The Perfect Roommate

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roomi

How to Influence Consumers While They Sleep [Study]

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subliminal

A new study published by NorthWestern University has demonstrated how brands could potentially influence sleeping consumers subliminally by exposing them to sounds – and perhaps vibrations from a wearable – paired with a brand (full paper, experimental material).

The study ‘Unlearning implicit social biases during sleep‘ looked at how exposure to counter-stereotypes (e.g. female + science) can modify unconscious negative bias in gender (and race) as measured by the Implicit Association Test.  Translated to brands, this might be similar to exposing consumers to ads that debunk negative stereotypes (e.g. as Hyundai has been successfully doing by presenting itself as a premium brand).

Now, there is nothing new about counter-bias training, nor is there anything new about the fact that stereotypical mental associations unconsciously influence our perceptions and attitudes.  You can check how ageist, racist or sexist you really are by doing the IAT yourself here (Harvard’s Project Implicit).

What is new is that in this study the researchers paired counter-stereotypes with particular sounds – here and here – by playing the sounds during exposure. A proportion of participants were then exposed to these paired sounds again subliminally as they slept. Continuing the Hyundai analogy above, this would be akin to an ad soundtrack – say to the Hyundai ad – being played as the consumer slept, perhaps through a branded sleep app for drivers.

What the study found was that exposure to the paired sound whilst sleeping increased the effectiveness of prior exposure to counter-stereotypes. People exposed to paired sounds whilst they slept became less sexist or racist as measured by the IAT for over a week.

Now, there are all sorts of caveats here, notably that this finding needs to be replicated before marketers – especially those who have had an ethical bypass surgery – get too excited.  Also, this pilot study only measured implicit mental bias, not explicit behavioural bias – actual racist or sexist behaviour was not measured.  And the study certainly didn’t give any credence to any ‘learn French/astrophysics/knitting while you sleep’ quackery out there.

Nevertheless, the study does open up the possibility for enhancing marketers attempts at ‘evaluative conditioning’ (pairing a brand with positive stimuli) with the additional pairing of a sound that is then played – with the consumers permission of course – via a device as the consumer sleeps.  One interesting option, with the rise of wearables, and haptic feedback, is to ‘brand’ certain haptic vibrations and sensations – and play them back as consumers sleep.

Have we found a reason for the Apple Watch to exist in our Brave New World of Marketing?

Subliminal Sound Pairing

Facebook’s Atlas: Relevant Ads with a Focus on Privacy

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How exactly does Facebook’s Atlas ad platform work on the consumer side, and what steps has Facebook taken to ensure users’ privacy?

Product marketing manager Sarah Rotman Epps addressed those topics in a post on the Atlas blog.

She wrote:

Imagine you’re on your phone, scrolling through a favorite application, when serendipity strikes. You see an ad for a compact, waterproof blanket you didn’t even know existed. What makes this so lucky? You’ve been planning a camping trip recently, and until now, you haven’t been able to find the right blanket. When you get back to your laptop, you order one.

It turns out to be a great decision. When you go on your trip, your pack is lighter and your cool nights are warmer. And you’re not the only one to benefit. With your purchase, the advertiser grows its business and has confidence its campaign is working. The publisher makes money as well by showing the right ad to the right audience.

Delivering relevant ads that create value for both consumers and businesses is the value and the vision we’re creating with Atlas. With relevance comes a responsibility to put people first. It means being transparent about what information we use to show ads and protecting the information that people entrust to us. This means building people-first privacy into the DNA of every product and feature we release.

This starts with training: Every employee is trained in our privacy obligations. It continues with product design: We include cross-functional privacy review as part of the product-development process. We have senior leaders across the company whose sole focus is privacy. And when we partner with other companies to offer services to Atlas customers, we carefully choose partners that make a similar commitment to protecting people’s information. Partners can activate their own data using Atlas, but they can’t take Facebook data out of the system.

Readers: What did you think of her blog post?

Article courtesy of SocialTimes Feed

August 2015
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