Description
three brain theory, neuroscience, psychology, industry insights regarding customers and marketing.
The ‘Dark Knight’ distributing ‘Memento’s To the celluloid world…
1
…and ‘The Aviator’ who drowned near ‘Shutter Island’ in search of the ‘Blood Diamond’
2
3
What if..
MARKETING..
was all about INCEPTION???
2
4
5
• WHY DO SOME BRANDS HAVE DEVOTED
CULT-LIKE FOLLOWING, WHEREAS SOME HAVE ALMOST ZERO FOLLOWING? PRODUCT OR SERVICES, EVEN IF THE CHOICES SEEM IRRATIONAL AND IMPRACTICAL?
• WHY AND HOW DO PROSPECTS BUY THE
• WHY SOMETIMES, EVEN THE HIGHEST
PRICED PRODUCTS OR THE LOWEST QUALITY PRODUCTS, OUTSELL THEIR COMPETITIORS?
6
WHAT IS NEURO-MARKETING ?
• NEURO-MARKETING - A FIELD OF
STUDY IN NEURO-SCIENCE TECHNOLOGY TO SEE HOW PEOPLE’S BRAINS RESPOND TO ADVERTISING AND OTHER BRAND RELATED MESSAGES.
7
• Marketing analysts will use
neuromarketing to better measure a consumer's preference, as the verbal response given to the question, "do you like this product?" may not always be the true answer due to cognitive bias.
8
Neuromarketing will tell the marketer what the consumer reacts to, whether it was:
•
the color of the packaging • the sound the box makes when shaken • or the idea that they will have something their co-consumers do not.
9
NEURO-MARKETING – WHERE ?
• Warning labels on cigarette packages stimulate
activity in a brain area associated with craving -despite the fact that subjects said that they thought the warnings were effective. Images of dominant brands, such as the iPod, stimulated the same part of the brain activated by religious symbols. An image of a Mini Cooper activated the part of the brain that responds to faces.
10
•
•
THREE BRAIN THEORY
?THE HUMAN BRAIN ?THE MAMMALIAN BRAIN
?THE REPTILIAN BRAIN
11
COKE VS PEPSI
12
NEUROSCIENCE + TECHNOLOGY
• Highest priced or lowest quality products. • Irrational or impractical choices.
• Devoted cult-like following v/s zero
loyalty.
13
NEUROMARKETING
• Key to unlock customer’s brain.
• Neuro Linguistic Programming – unconscious
mind response and not conscious mind response.
• Fall-short of research and surveys. • Insights – brand, product, packaging,
advertising, and in-store marketing.
14
REPTILIAN BRAIN INSIGHTS
• Driven by emotions. • Gain vs. Pain tradeoff. • Influence of beginnings and endings. • Visual orientation. • Pain of buying – relative not absolute. • Tangible, physical, and concrete
understanding. • Variation from culture to culture.
15
HOW NEUROMARKETING WORKS ?
16
Traditional Methods
Focus Group
Laddering
Choice modeling
Survey
Observation
17
Psycho-physiological Methods
1.fMRI -> functional Magnetic Resonance Imaging 2. Facial Coding 3. Eye Tracking 4. Voice Analysis
5. Response Latency
6. ZMET -> Zaltman Metaphor Elicitation Technique
18
EXPERIMENTS: INDUSTRY INSIGHTS
19
20
21
22
Flip The Coin
Not worth the money
1)Myth- advertising sell a product 2)Treating customer like a laboratory rat 3)Intensify “market related diseases” trend 4)Finally, a form of Brainwashing
23
SUPPORTERS SAY
- Ads will be more effective by helping consumers buy or become more loyal to a brand - It identifies audience interest and enables advertisers to be more specific in providing products that consumers want
OPPONENTS SAY
- Form of ‘Brainwashing’ -increased incidence of market related diseases -more effective political propaganda -not worth the money
24
FUTURE IMPLICATIONS
-It still is in one’s infancy
-Improve the effectiveness of the communication and the quality of product -optimizing the memorability of the trademark
-‘giant leap’ forward in identifying consumer purchasing behaviour -Ethical challenges to society -Invasion of privacy and consumer manipulation
25
As brain imaging spreads to non medical uses, will commerce overtake ethics?
Should advertisers probe human mind as a means of boosting product sales?
26
doc_834042652.ppt
three brain theory, neuroscience, psychology, industry insights regarding customers and marketing.
The ‘Dark Knight’ distributing ‘Memento’s To the celluloid world…
1
…and ‘The Aviator’ who drowned near ‘Shutter Island’ in search of the ‘Blood Diamond’
2
3
What if..
MARKETING..
was all about INCEPTION???
2
4
5
• WHY DO SOME BRANDS HAVE DEVOTED
CULT-LIKE FOLLOWING, WHEREAS SOME HAVE ALMOST ZERO FOLLOWING? PRODUCT OR SERVICES, EVEN IF THE CHOICES SEEM IRRATIONAL AND IMPRACTICAL?
• WHY AND HOW DO PROSPECTS BUY THE
• WHY SOMETIMES, EVEN THE HIGHEST
PRICED PRODUCTS OR THE LOWEST QUALITY PRODUCTS, OUTSELL THEIR COMPETITIORS?
6
WHAT IS NEURO-MARKETING ?
• NEURO-MARKETING - A FIELD OF
STUDY IN NEURO-SCIENCE TECHNOLOGY TO SEE HOW PEOPLE’S BRAINS RESPOND TO ADVERTISING AND OTHER BRAND RELATED MESSAGES.
7
• Marketing analysts will use
neuromarketing to better measure a consumer's preference, as the verbal response given to the question, "do you like this product?" may not always be the true answer due to cognitive bias.
8
Neuromarketing will tell the marketer what the consumer reacts to, whether it was:
•
the color of the packaging • the sound the box makes when shaken • or the idea that they will have something their co-consumers do not.
9
NEURO-MARKETING – WHERE ?
• Warning labels on cigarette packages stimulate
activity in a brain area associated with craving -despite the fact that subjects said that they thought the warnings were effective. Images of dominant brands, such as the iPod, stimulated the same part of the brain activated by religious symbols. An image of a Mini Cooper activated the part of the brain that responds to faces.
10
•
•
THREE BRAIN THEORY
?THE HUMAN BRAIN ?THE MAMMALIAN BRAIN
?THE REPTILIAN BRAIN
11
COKE VS PEPSI
12
NEUROSCIENCE + TECHNOLOGY
• Highest priced or lowest quality products. • Irrational or impractical choices.
• Devoted cult-like following v/s zero
loyalty.
13
NEUROMARKETING
• Key to unlock customer’s brain.
• Neuro Linguistic Programming – unconscious
mind response and not conscious mind response.
• Fall-short of research and surveys. • Insights – brand, product, packaging,
advertising, and in-store marketing.
14
REPTILIAN BRAIN INSIGHTS
• Driven by emotions. • Gain vs. Pain tradeoff. • Influence of beginnings and endings. • Visual orientation. • Pain of buying – relative not absolute. • Tangible, physical, and concrete
understanding. • Variation from culture to culture.
15
HOW NEUROMARKETING WORKS ?
16
Traditional Methods
Focus Group
Laddering
Choice modeling
Survey
Observation
17
Psycho-physiological Methods
1.fMRI -> functional Magnetic Resonance Imaging 2. Facial Coding 3. Eye Tracking 4. Voice Analysis
5. Response Latency
6. ZMET -> Zaltman Metaphor Elicitation Technique
18
EXPERIMENTS: INDUSTRY INSIGHTS
19
20
21
22
Flip The Coin
Not worth the money
1)Myth- advertising sell a product 2)Treating customer like a laboratory rat 3)Intensify “market related diseases” trend 4)Finally, a form of Brainwashing
23
SUPPORTERS SAY
- Ads will be more effective by helping consumers buy or become more loyal to a brand - It identifies audience interest and enables advertisers to be more specific in providing products that consumers want
OPPONENTS SAY
- Form of ‘Brainwashing’ -increased incidence of market related diseases -more effective political propaganda -not worth the money
24
FUTURE IMPLICATIONS
-It still is in one’s infancy
-Improve the effectiveness of the communication and the quality of product -optimizing the memorability of the trademark
-‘giant leap’ forward in identifying consumer purchasing behaviour -Ethical challenges to society -Invasion of privacy and consumer manipulation
25
As brain imaging spreads to non medical uses, will commerce overtake ethics?
Should advertisers probe human mind as a means of boosting product sales?
26
doc_834042652.ppt