Oxytocin Releasing Advertising Promotes Brand Attachment

Natalia Vodianova, Vogue UK May 2009Dots| This is a rather underhanded reason to argue for more sensual marketing, and we’re not seriously suggesting that we all go nude in advertising and commercials to jump start the American economy.

New research presented at Neuroscience 2010 suggests that the hormone oxytocin makes people more susceptible to advertising.

In the study led by Paul Zak, PhD, at Claremont Graduate University in California, people treated with oxytocin donated 56 percent more money to causes featured in public service announcements. via Science Daily

Participants who received the oxytocin, rather than the placebo, reported that they felt more empathetic towards the ads. We know quite a lot about oxytocin, and this result is predictable.

The press release doesn’t indicate if both genders were tested. An earlier 2010 study on men suggests that oxytocin makes them protective of ‘their own’ family, group, clan causing aggression, not cuddling, even if the players are Goldman Sachs and Morgan Stanley and there’s plenty of money for everybody’s bonuses.

When the focus is women consumers, this new research is one more reason why Victoria’s Secret should stop the Michael Bay bombshell commercials.

Women do not release oxytocin when confronted by loud noises, helicopters, and fearless babes who look like they might cut the b**** off the first man they see. Actually, these commercials send the brain into fight and flight syndrome, instead of cuddling up to the biggest lingerie brand in the world.