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1CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
Researching subconsciousness
CMAG 2008
Leeza Slessareva, PhD
Cisco Market Research
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2CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
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3CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
“Telling more than we can know” - Nisbet, 1971
Decision-makers often are correct about why they do the things they do
But decision-makers do not always have access to subconscious whys behind their evaluations, judgments, choices and purchase behaviors
– Even when they don’t really know, decision-makers can easily provide reasons for their behavior
– Even when they don’t really know, decision-makers are some times accurate in their reports
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4CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
What is subconsiousness?
Aware
Automatic
Little or no insight
Consciousness
Sub-Consciousness
Sub-Consciousness
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5CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
Scientific evidence that we do not always have insight into the real whys
Priming
Position effect
Automatic behavior
Messaging - evaluation of emotional impact
It is not unusual for people to change their attitudes when asked to state reasons why they feel or behave the way they do
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6CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
CAN CAN’T
When interested in outcome at the awareness level, not the whys behind the decision/behavior
A separation of time between the report and the actual occurrence of the process
Formal rules of evaluation Mechanics of judgment
Easy to verbalize – cognitive, awareness
Difficult to verbalize
Nonevents
Nonverbal behavior
Discrepancy between the magnitude of case and effect
Context
When can we accurately report on the reasons behind our behavior?
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7CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
How to study subconscious behavior – Experimentation
61 5744
39 4356
Unbranded Brand 1 Brand 2
Like:Extremely/Very/SomeLike: Slightly/Notat all
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8CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
Using sunscreen increases your chances of maintaining healthy, young-looking skin
Not using sunscreen increases your risk for skin cancer and prematurely aged skin
Thomas Hine; Salovey, P – University of Minnesota.
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9CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
How to study subconscious behavior – Response time
The brain processes similar emotional preferences faster than dissimilar preferences. – When two stimuli of similar emotional preference are presented consecutively, reaction to the second image will be faster than if two images of dissimilar emotional preferences are presented. – If one object is liked and the other one is not, the reaction time should increase because the brain needs additional time to process dissimilar information.
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10CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
Illustration: Stroop Task
Green Red Blue
Yellow Blue Yellow
Blue Yellow Red
Green Yellow Green
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13CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
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15CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
How to study subconscious behavior – Psycho-physiological responses
Most common measures include: – Heart rate
– Facial electromyography
– Electodermal activity
– Pulse rate
– MRI
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16CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
Psychological Example: Infidelity Experiment
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17CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
Business Example:Pepsi vs. Coke – Dr. Montague MRI experiment
Give people Coke or Pepsi while they are inside an MRI scanner
– When subjects are drinking Coke - more activity in the PFC (“pleasure” region)
– When subjects think they are drinking Coke but are actually tasting Pepsi – more activity in the PFC
Conclusions:
– We can “taste” brand images
– Brand image matters. Two separate brain systems involved in ` generating preference – sensory and emotional
VS. CHALLENGE
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