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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Digital vs Paper, and which the brain values more

Consumed => “Does Paper Outweigh Digital?” by Roger Dooley on Neuromarketing.

Left a comment…

I would suspect that the perceptions and influences of paper are learned. (Duh?) For example, a high-end brand uses high-end paper and an archetype is born. As similar brands—that can afford to do so—do the same, the perception edges closer to reality. I’m sure none of us can begin to imagine an important contact being printed on newsprint even though the paper itself has no impact on the legalities printed on it.

That being said, for many of us a fairly high percentage of what we consume online is bite size if not flash in the pan disposable. The brain learns this and proceeds appropriately. This is typically not the case for paper. It follows that info consumed online probably gets filed pretty close to the brain’s recycle bin. We are what we consume, eh?

The brain is not objective. It also uses context as a reference point to add (or subtract) value from that which it is fed. Is that not Human Behavior 101?

I’d like to add that if you have something serious that you’d like someone else to take less serious then maybe consider printing it on lighter paper. With that contect, it’s possible they’ll use a lighter weight decision making process. Maybe?

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