Why We Like New Stuff
Our sense of adventure delivers the same rewards as does sex and food. In the ventral striatum of our brains, at least. That’s the part of the brain associated with rewarding behavior. A new study of novelty-related decision making in adults shows that our brains are hard-wired to prefer novelty and adventure. Thus, we’re suckers for good marketing.The subjects of the study were shown 4 cards and were asked to choose one while their brains were scanned with a functional magnetic resonance brain imaging (fMRI). One of the four cards had a monetary reward. When the subject chose the money making card, his brain’s ventral striatum (or pleasure processor) lit up. New cards were introduced over time, and as they were, the subject chose the new cards instead of the known money-making card, which also ignited the ventral striatum. They chose novelty over known reward in expectation that the new card would give a higher reward. Novelty, thus, drives choice behavior, and may also release dopamine, the same hormone released when eating delicious food, and during sex and other pleasurable activities.
One researcher describes “I might have my own favorite choice of chocolate bar, but if I see a different bar repackaged, advertising its ‘new, improved flavour’, my search for novel experiences may encourage me to move away from my usual choice.”
The study concludes that this may be a downside because it “introduces the danger of being sold old wine in a new skin.” Marketers often exploit the consumer’s tendency to choose unfamiliar or novel products (think New Coke, or Starbucks’ new Pike’s Place Roast).
Another study shows the opposite, however, concluding the brain responds better to known brand names. In this study, twenty adult subjects were shown images of familiar and unfamiliar brands while brain activity was monitored with an fMRI. The results showed strong brands activated a network of cortical areas associated with emotions and rewards, and were processed with less effort than were unknown brands.
Thus, it’s important for a company that is creating a new product or logo to make it look new enough but still maintain the familiar brand association. Think Walmart’s new logo.
Brand New is a cool website that keeps track of and provides commentary on such changes. It’s interesting - check it out.