Published Research
50 Years of Neuromarketing. Accidentally.
of loyal buyers showed deep emotional neural connection beyond product in a 2024 study
Signal
85%
The Study
A 2024 study in the Indian Journal of Consumer Research surveyed more than 200 Amul loyalists and found over 85% showed powerful emotional neural connections extending into national identity, family memory, and intergenerational trust, far beyond dairy. The Amul Girl mascot, running for 50+ years with topical wit and humor, is a neuromarketing masterpiece: humor maximizes reward-system activation and brand recall. No celebrities. No expensive campaigns. Eighty-five percent butter market share.
Myelin Sheets Insight
“Consistency in the right emotional triggers, compounded for decades, creates a brand that lives in the brain, not just the market.”
Research Details
- Tool
- Consumer Research Study
- Year
- 2024
- Market
- India
Next Step
Translate this research into your own category and creative decisions.
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