WOMM: Monkeys Confirm Importance of Influencers in Attention

by Marianne Richmond on February 26, 2006

A research study on the time course of attention conducted at Duke University Medical Center using male macaques found that lower status monkeys shifted their attention to a target within a tenth of a second after a higher status money did so and that higher status monkeys shifted attention only half as quickly and only following the shift of other dominant monkeys. The study concluded that "social status of an individual gates that individual’s deployment of social attention" and that there are both reflexive and voluntary elements. 

So….there is another biological tie to the importance of word of mouth, in marketing. As was discussed in great detail at the WOMMA Conference, word of mouth is driven by influencers. Consumers care more about what other consumers think than they do about advertising. It’s genetic…
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