I'm reading the recent books on marketing and neuromarketing in the public library, and I started with BUY-OLOGY by Martin Lindstrom. At the end, I relate this to keeping reader interest. It's basically the same skill set.(I got the cover from Amazon. You can't really click to look inside. Sorry.)
A few things stuck out-
1. Warning labels and pictures of tumors etc. on cigarrette packaging light up the craving centers of your brain.
2. Sex is Extremely Interesting- too interesting, in fact, for people to remember the product clearly.
3. We are emotional creatures, pretending we're rational.
First, a message from our sponsors. Ivory Soap. Is it a little warm in here?
Okay, back to cigarrette packaging. Back in the day, I had a developmentally disabled client who picked the skin on her fingers until it bled. My job was to determine the cause of the behavior, and give her caretakers a procedure to follow to decrease the behavior.
I discovered that the mere sight of a bandaid would start her picking. In behavioral terms, this is called a discriminative stimulus. A really great example of this is the Krispy Kreme "Hot Now" sign. That neon lights up, and you get hungry.
One of life's disappointments is discovering that the man who writes the bank's ads is not the one who makes the loans.