So many brands to choose from... (Credit: peekhawfang Samarm/Shutterstock) We're no better than monkeys when it comes to advertising. Or, perhaps it's better said that they're no better than us. In a clever study, researchers showed rhesus macaques brand logos (which were just random images to them) paired with a picture of either a high-status male monkey, a low-status male monkey, or female monkey genitals to see if they could elicit preferences in them. In short, they were trying out one of the oldest tricks in the advertising world — selling products with sex and celebrity. https://youtu.be/rAX6T1vO-Tc
Using touch screens, the monkeys got to choose between brands, and they received a reward no matter which option they picked. That means the decision came down entirely to what the researchers call "social rewards" — getting to see dominant monkeys or sexy ladies. The end result was that monkeys displayed a sudden ...
