New Neuroscience Research Challenges Decades-Old Theory Behind Technology Sales Messaging
Allego published new neuroscience research, conducted with cognitive neuroscientist Dr. Carmen Simon, finding that gain-framed messages emphasizing buyer control boost attention and recall by 31% versus loss-based framing in B2B technology sales. The study included 102 sales, marketing, and customer success professionals, used biometric tracking of attention and emotional response, and tested recall 48 hours later; its findings challenge how Kahneman and Tversky's 1979 Prospect Theory has been applied to technology buying.
Key figures
- Study participants
- 102
- Recall test interval hours
- 48
- Recall lift gain active vs loss active
- 31%
- Loss active flagged as marketing tactic
- 67%
- Engagement lift from you word gain framed
- 12%
- Engagement lift from you word loss framed
- 4%
- Attention lift gain active vs loss passive
- 31%
AI analysis
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