Your Brain On Novelty

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The human brain can't pay attention to every stimuli in our environment. It prioritizes what's important. To break through the prioritized stimuli, something has to be new, different or unusual. In the digital environment, the average consumer sees 4,000-10,000 digital ads every day. Thus, the need for a brand to stand out in the mobile first digital world is more important than ever. 

Novelty is the most powerful external stimuli to catch attention and much more. Novelty acts on the part of our brain called the substantia nigra/ventral segmental area (SN/VTA). This area of the brain is responsible for attention, learning, and action. The SN/VTA is closely linked to the hippocampus and the amygdala, both of which play large roles in learning and memory. The hippocampus compares stimuli against existing memories, while the amygdala responds to emotional stimuli and strengthens associated long-term memories.The greater the novelty, the greater the brain responses in these areas. 

Novelty is your key to conversion. Novelty grabs attention in the ocean of digital noise. Novelty gets your marketing message remembered. Novelty ensures your call to action is acted on, which means conversion.