The Power of cheating

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All that we are dedicated to marketing, we never tire of saying that the brand communication with the client must be sincere. Our company must not promise what you can not deliver. Nor must promise to do something you can not feel. The reason we've been over sometime. When this experience is disappointed deception. Someone cheated never be a loyal customer. And not only that, but also drag with your negative recommendation to others.

However, we are tired of seeing some ads, called "teleshopping", give exaggerated information on the effects of their products and remain on the air for a long time. And they do it because they are still making sales. What keeps them in the limelight. Many users are still buying, even though they know they will not get the same result as seen in the spot. It is just the opposite of the sincerity of the marks. Why it works?.

The Journal of Marketing Research has the answer. The effect "attractiveness" of the property, called the attention of several researchers decided to study why they sold, even when he knew they were exaggerating.
For the study employed a group of twenty volunteers and fMRI (functional magnetic resonance imaging). This system measured, in real time, the amount of blood that irrigates each brain area. If a particular area receives more blood in an instant, because you need more "food", as it is running. Thus, through this system, we can know, in real time, which areas of the brain are working at every moment.

Taught various ads (including the home shopping) and prepared to draw conclusions after fMRI readings.
They concluded that our brain reacts to that kind of publicity as when we detect a danger around us. That is, the more "misleading" is advertising, analyze it in more detail. Our brain knows you are trying to "cheat" and increase their level of analysis. So these ads attract attention. So continually issued and sold.
We could say that deception is a powerful attention getter, but a great enemy of loyalty. Customers attracted to these ads buy, but do not repeat your purchase. Could we use this strategy without compromising the sincerity of marks?. The answer is yes, using the ambiguity.

Before an ambiguous ad, which does not provide all the information our brain reacts exactly the same. As the information is incomplete, our brain functions to analyze and find out if we are trying to deceive or if, on the contrary, it is a good thing.

Do not give all the information, let the potential client to find out what it is is a powerful attention getter and is not detrimental to the loyalty. Instead, it creates expectations. And we know that when we create an expectation and overcome, the loyalty is one step, if not directly that is achieved.