Monkey See, Monkey Do

AF

First off:

Wikipedia has mirror neuron as:

A neuron that fires both when an animal acts and when the animal observes the same action performed by another. Thus, the neuron “mirrors” the behavior of the other, as though the observer were itself acting. Such neurons have been directly observed in primate and other species including birds. In humans, brain activity consistent with that of mirror neurons has been found in the premotor cortex, the supplementary motor area, the primary somatosensory cortex and the inferior parietal cortex.

To put it simply…

It’s a neuron that is responsible for the reason we imitate others. 

I can go into details about the technical psychological aspect of mirror neurons, but I’m not going to. It’s not what this post is about. Mirror neurons work on everything that are visual, it works on everything that we see. It is one of the best tool that a marketer use to tell a story. 

A good example of M.N at work is at your local Abercrombie & Fitch store. You can see and even SMELL A&F from far. Their stores are decorated with half naked pictures of models wearing their clothing. Sometimes… they even have the models themselves standing in front of the store, greeting people in. 

The first thing you notice when you walk into an A&F is the club like atmosphere. The music is blaring, and it is awfully dark in there. I personally can not stand shopping there. But then again, I’m not the target market. 

However, even if you are not the target market, you will unwittingly linger in front of the store, even if it is just for a split second; To look at the poster, to look at the model that’s standing there half naked. 

Imagine yourself as an unsure tween. A socially awkward 14 years old passing by this pseudo night club. 

The pictures of these models will draw your attention. Mirror neurons will fire up, and before you know it, you’re walking in. Wanting to be them. Popular, good looking, 6-pack abs. You see the jeans that the models are wearing and you think to yourself: “those jeans will give me that chiseled jaw and broad shoulders that he has!” 

Of course not. 

Unfortunately for the unsure 14 year old, he’s not going to get broad shoulders or chiseled jaw that he’s dreaming of getting (unless he already has them). In the end though, he will be walking out of that store with the infamous black and white bag that A&F uses- satisfied. He is one step closer to getting that look. 

Mirror neurons are responsible for most of retail industry marketing techniques. Unwittingly drawing attention and spurring purchases. 

Bert Cooper of MAD MEN puts it best: 

People buy things to realize their dreams.