This article is about a NeuroScientific (and neuromarketing) concept you never knew existed !

There are two ways of spreading light: to be the candle or the mirror that reflects it. — Edith Whartons

Our brains have this exceptional ability to act as a mirror. This ability is made possible thanks to what we call “mirror neurons”.

Mirror neurons are a type of brain cell responsible for mirroring or simulating the actions of others.

The knowledge of these neurons is relatively recent. In fact, it wasn’t until the 90s that researchers first identified mirror neurons in macaque monkeys.

And what they found was fascinating !

Mirror neurons were found to activate when a monkey performed a specific action, such as grasping a piece of food.

However, the same neurons also activated when the monkey watched another monkey (or a human) perform the same action.

It was unexpected.

• The Point

These incredibly cool neurons are said to play an important role in our ability to imitate and learn from others, as well as in our ability to empathize with and understand the intentions of others.

And to be honest, it makes perfect sense.

For instance, I realized very early on that my proficiency in learning new languages was attributed (in part) to my habit of mimicking the language patterns and communication styles of native speakers.

In fact, even when my knowledge of a language is limited, I make a conscious effort to replicate the way words and phrases are pronounced, rather than how they are written and spelled.

By “mirroring” others, I learned 10X faster than before, and I hardly forget anything. I can also sound “native” if I want to, in any language that I speak.

This strategy has been instrumental for me. Becoming fluent in six different languages and comfortable in a couple more didn’t happen overnight, but with the right tactic, language-learning can be a piece of cake.

Check out this little 3-minute clip if you wish to understand how it works.

With that being said, the effect of mirror neurons isn’t just limited to what we see or what we hear, our brain can even experience vicarious touch through others.

Perhaps this explains the boom of ASMR and the porn industry?

New technologies like Virtual Reality are already using the power of our mirror neurons to their advantage, and perhaps ours, as well.

For instance, VR is now used to help us fight certain mental illnesses and cure certain phobias.

VR can obviously never substitute real life, but it could potentially help many of us heal from certain things.

• The Dark Side

As an ethical marketer, I must mention this.

In the world of marketing, understanding vicarious touch and mirror neurons has been a game changer.

Instead of designing ads and products blindly, we now purposely target your subconscious mind.

Doing so allows us to create more engaging and memorable experiences for our audience, thus driving up sales and clicks.

We call this The Vicarious Haptic Effect in Digital Marketing.

So instead of making commercials that focus on the product alone, big corporations and marketers now hire actors and tap into all your senses — especially for physical products that produce a tactile sensation, like a soft fabric — to deliberately activate mirror neurons in you, the viewer.

There are numerous other tactics to trigger buying, here are a couple I’ve used in the past:

• Product packaging: Mirror neurons can even be triggered through packaging. In fact, the texture and feel of product packaging evoke more tactile sensations in consumers than they know. For example, a package with a soft, velvety texture creates the impression of luxury and comfort, while a clear, matte packaging evokes warmth and superior quality.
• Audio-visual experiences: Videos, music, podcasts and other types of media can evoke sensations of touch through sound and image. These techniques have long been used in the entertainment industry and in adverts to shape culture as a whole.
• Scented products: Products that smell cut grass or mint create the sensation of coolness, while the the smell of lavender provides us with a sense of warmth and reminds us of our childhood (and possibly grandparents). Yes, smell is also used to drive up sales, but can only be used in physical businesses (for now).

Understanding human behavior allows us to look at ourselves with more depth.

Understanding ourselves doesn’t just make us wiser, it actually improves our decision making, hence this piece.

By reading this, I hope you’ve gained a bit more self-awareness and understanding of human behavior.

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Till next time !

Peace.

Tee.