Scientists have discovered that there a direct relation between novelty and what happens in our brain when we see, experience it encounter new things.
Novel objects entice the reward system in our brain and trigger the sense of adventure. Also, exploring or learning new things is more likely to be as tempting as cash and other prizes.
Marketers Use This Relation Between Novelty and Brain
We have been always told not to “judge a book by its cover“. However, the new research shows that this is exactly what people do.
Marketers use this finding to improve their sales by simply repackaging all the products. In other words, making new faces to the products. It doesn’t make sense that only changing the package of a product that was previously dismissed; makes it more appealing to people. However, a new research shows that it will more likely attract more people.
The New Research on the Relation between Novelty and Our Brain
In a new research, they scanned the brains of 20 volunteers while they played a game in which the goal was to accumulate money. The researchers showed 4 pictures, one of which, when selected by a participant, will net cash payout. The images were taken from a bunch of 20 images; each of which featured a different mountain scene. As the game went on, the participants learned which images had the highest value. A region in the brain called the the striatum was activated whenever a player chose a postcard that was rewarding. After the game had gone on for a while, researchers inserted new pictures of similar landscapes. They noticed in most cases; players opted for the fresh images over the old ones, including the known money makers.
Participants treated the novel ones in a special way. In other words, they treated the novel postcards stimuli as if they expected a higher reward from them.
Novelty stimulates part of our brain which is the same part stimulated when we expect rewards. That’s why, when subjects selected postcards with high value of money; which they learnt through the game that were rewarding, the part in their forebrain was activated. Then, when new postcards were shown to them, many of the players opted for these new ones expecting they will get higher rewards.
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