15 m06d24 workshop geofort expeditie ict

Copyright © Engaged Marketing 2015Copyright © Engaged Marketing 2015 1

EXPEDITIE

BREIN


NEURO REVOLUTIE?


90years

%

10


WAT WE NU DENKEN


OOPS!


GEHEUGEN WERKT ALS EEN HARDRIVE

ONZE VOORKEUREN ZIJN

STABIEL

WE WETEN WAT WE WILLEN EN HANDELEN

DOELGERICHT

OPTIMALE BESLISSINGEN OP BASIS

VAN RATIO EN ECONOMIE

BEWUSTWORDING LEIDT TOT

GEDRAGSVERANDERING

GOED VERKLAREN EN VOORSPELLEN VAN ONS

GEDRAG


DOGS IN THE STREET

PUMA’S ON YOUR FEET

Source: Berger & Fitzsimons 2008


ONS GEHEUGEN IS GEEN VIDEORECORDER


SLECHTE VOORSPELLERS VAN ONS GEDRAG


vs

SATISFICE

OPTIMIZE


BESLISSINGEN

SPRAAK

VRAGENLIJSTEN?


ONZE AANNAMEN OVER GEDRAG ZIJN NIET HEEL STERK


Beslissingen worden zelden op puur rationele of economische gronden genomen NO!!


MARKETING

ATTENTIE INFORMATIE PERSUASION

POS HERINNERING VRAGENLIJSTEN


FEATURITIS!


NEURO MARKETING

Source: Steve Genco 2014 Intuitive Customer

new ways to understand, influence and predict customer behavior!

Copyright © Engaged Marketing 2015

insights from systems neuroscience are crucial for consumer neu-roscience, whereas those from cellular neuroscience currently arelimited.

Neuroscientists study species ranging from the primitive(such as sea snails, fruit flies, and leeches) to the complex(such as mammals and primates). Most consumer neurosciencestudies investigate mental processes in human subjects, but afew selected studies also use non-human primates or small an-imals such as monkeys as subject populations.1

Another important distinction is between clinical and non-clinical research in neuroscience. Clinical research, known asneurology, studies how nervous system disorders, trauma, tu-mors and injuries affect cognition, emotion, and behavior in pa-tients as compared to healthy subject populations. In general,consumer neuroscience studies consumer responses in healthysubject populations.2

A last critical distinction is between consumer neuroscience,which refers to academic research at the intersection of neuro-science and consumer psychology, and neuromarketing,which refers to practitioner and commercial interest in neuro-physiological tools, such as eye tracking, skin conductance,electroencephalography (EEG), and functional magnetic reso-nance imaging (fMRI), to conduct company-specific market re-search. Neuromarketing has received considerable attention inthe corporate world, and the growth of neuromarketing compa-nies over the last decade has been impressive (see Fig. 1).

The goal of this paper is to shed light on what neurosciencecan bring to the table to advance our understanding of the con-sumer psychology of brands. In particular, we aim to provide anoverview of the current state of research in this area, identify

critical issues of past research and discuss how to addressthese issues in future research. We conclude with our visionof the future potential of research at the intersection of neuro-science and consumer psychology.

What is currently done: toward an interdisciplinaryunderstanding of consumer decision making

In this section, we review previous work in neurosciencepertinent to understanding underlying processes involved withbrand decisions. We structure the review using a simple con-sumer decision-making framework based on prior work in con-sumer psychology (Fig. 2; Kahneman & Snell, 1992;Kahneman, Wakker, & Sarin, 1997; Rangel, Camerer, &Montague, 2008; Wirtz, Kruger, Scollon, & Diener, 2003).We also use this framework to integrate previous consumerneuroscience studies that are directly related to branding ques-tions and to point the way for future applications in consumerresearch.

The framework divides the stages that are required for brandpreference formation over time into four basic components:(1) representation and attention, (2) predicted value, (3) experi-enced value, and (4) remembered value and learning. Below weexplain these basic components and review previous findingson the underlying neuropsychological processes of each ofthose components. The main brain areas involved with eachcomponent of the model are shown in Fig. 3.

Representation and attention

The amount of information consumers are exposed to isenormous, yet our processing capacity is limited. Each secondwe are exposed to an estimated 11 million bits of informationthat reach us through all our senses, yet humans are capableof processing only around 50 bits of that information, lettingmost of the input go by unnoticed (Wilson, 2002). How con-sumers represent, attend to, and perceive incoming informationmay have a profound influence on their behavior. In the currentsection, we discuss representation (i.e., brand identification)and attention.

Fig. 1. Growth of research applying neuroscience to marketing over time.

1 There are at least two major reasons to study non-human subjects in con-sumer neuroscience. First, studying animals allows consumer neuroscientiststo make causal links between brain areas and specific behaviors. Animal workallows the application of more invasive methods to brain systems that animalsand humans have in common. Second, if consumer neuroscience researchersare using evolutionary theories to explain phenomena in consumer behaviorsuch as behavioral biases, using an animal model allows evolutionary infer-ences (i.e., going back in the evolutionary chain).2 However, there are several reasons to use patient populations in consumer

neuroscience. The most prominent one is to use patients with brain lesions toestablish causal relationship between brain regions and consumption behavior.At the end of this paper, we will discuss some of these aspects as potential fu-ture developments.

2 H. Plassmann et al. / Journal of Consumer Psychology xx (2012) xxx–xxx

Please cite this article as: Plassmann, H., et al., Branding the brain: A critical review and outlook, Journal of Consumer Psychology (2012), doi:10.1016/j.jcps.2011.11.010

26

HOT & HAPPENING

Copyright © Engaged Marketing 2015Copyright © Engaged Marketing 2015

“Any marketing or market research activity that uses the

methods and techniques of brain science or is informed by the findings or insights of brain

science” Neuromarketing for Dummies - 2013

27


marketing advies

sociale psychologiegedragseconomie

neurowetenschap


DISCOVERIES


Source: neuro predictors of choice 2006 - Knutson et al.


RATIONAL BRAIN

SUBCONSCIOUS BRAIN


intuitive parallel

automatic fast

emotional effortless

SYSTEM 1 SYSTEM 2

rational serial

conscious slow logic

high effort

Daniel Kahneman - thinking fast and slow


BLAUWGEELGROEN


Conscious System 2

Unconscious System 1

“consciousness by necessity uses only a subset of the available information, and the restriction of capacity comes at the expense of the quality of a choice decision”

complexity of decision

qu

alit

y of

dec

isio

n

43

COMPLEXITY VS. QUALITY


BEINVLOEDEN van

BESLISSINGEN


OMGEVING HEURISTICS

BIASES


MENTAL ACCOUNTING

GELD IS ALTIJD EVENVEEL WAARD?


LOSS AVERSION

Als de beslissing geformuleerd is in termen of winst zijn mensen risico mijdend

Als de beslissing geformuleerd is in termen of verlies zijn mensen risico zoekend

Source: Daniel Kahneman - Prospect Theory


DEFAULTS


24 potten Jam

Klanten stoppen 60%

Aantal geproefd 1.5

% gekocht 3%

6 potten Jam

Klanten stoppen 40%

Aantal geproefd 1.4

% gekocht 30%

de simpelste keuze heuristiek is niet te kiezen

Source: Iyengar & Lepper: When Choice is Demotivating


EMOTIONS


WE ARE NOT THINKING MACHINES THAT FEEL BUT FEELING MACHINES THAT THINK - ANTONIO DAMASIO


Phineas Case

source: Descartes Error - Damasio


Fully Conscious - "Feelings"

Completely Unconscious - "Emotions"

59

EMOTIONS & FEELINGS

Source: Thomas Zoega Ramsoy - Introduction into Consumer Neuroscience


EMOTIONSALTIJD AANWEZIG

KANSEN & PROBLEMENCRUCIAAL VOOR OVERLEVENGEEN MIND ZONDER EMOTIES

SNELLE ANTWOORDEN


0" 10" 20" 30" 40"

dagelijks"

Popcorn"

Verzadigd)vet)

Verzadigd"vet"

WAARHEID OVER POPCORN

=

Source: De Plakfactor - Dan & Chip Heath


=

WAARHEID OVER POPCORN

"Een portie medium popcorn bevat evenveel verzadigd vet dan een ontbijt met spek en eieren, een lunch van Big Mac met friet en een diner met biefstuk met alles erop en eraan"

De Plakfactor - Dan & Chip Heath

Source: De Plakfactor - Dan & Chip Heath


EVOLUTION &

BIOLOGY


OVERLEVING

FAMILIEWEDERKERIGHEID

VOORTPLANTING

INSTINCTEN


GEWOONTE &

CONDITIONEREN


ONBEWUST BEINVLOEDEN?


The influence of in-store music on wine selections. North, Adrian C.; Hargreaves, David J.; McKendrick, Jennifer Journal of Applied Psychology, Vol 84(2), Apr 1999, 271-276.


neuromarketing toolkit

BUILDING BLOCKS OF NEUROMARKETING


ATTENTIONEMOTIONMEMORYFLUENCY


ATTENTIONTOP DOWN&BOTTOM UP

FAMILIARITY&NOVELTY LOW ATTENTION PROCESSING

PLAY WITH ATTENTION

KEY IN SHOPPING AREA


EMOTION


MEMORY


BRAND


COLA vs PEPSI

CONCLUSIE?


LONG TERM MEMORYSource: Thomas Zoega Ramsoy - Introduction into Consumer Neuroscience


FLUENCY


CONFUSION

GEMAKKELIJK=POSITIEF


FAMILIARITY AND LIKING BEKENDE GEZICHTEN VINDEN WE SYMPATHIEKER

TRUTH MAKKELIJK TE LEZEN WOORDEN WORDEN ALS MEER WAAR BEOORDEELD

RISK ACHTBANEN MET MOEILIJKERENAMEN WORDEN SPANNENDER GEVONDEN

AANDELEN MET MAKKELIJKER NAMEN ZIJN SUCCESVOLLER

SHAPES NATUURLIJKE VOORKEUR VOOR RONDE VORMEN,SYMMETRY, CONRAST VAN

ACHTERGROND EN OBJECT

WE LIKE SYSTEM 1 PROCESSING!


MAKKELIJK UITSPREEKBARE SYMBOLEN PRESTEREN BETER OP DE BEURS

Source: Alter & Oppenheimer 2006


IF IT IS HARD TO READ IT IS HARD TO DO!

TEXT 1

TEXT 2

TEXT 2 = 2 X TEKST 1

Source: Song & Schwartz 2008


FLUENCY-POSITIEF


KIJKEN IN HET BREIN


BESLISSINGEN

SPRAAK

NO CONNECTION-NEW METHODS


Self-Report Autonomic-measures Brain-Imaging

Verbaal Non-verbaal

Movement-to-Movement

Facial Coding, EMG EDR (Electro Dermal

Reaction) Heart Rate, Blood

Pressure Eye Tracking

EEG MEG PET

fMRI

Voor: goedkoop, simpel praktisch

Tegen: rationele bias, retrospectief

Voor: autonoom, geen rationele bias,

onafhankelijk van cognitieve processen

Tegen: vereist specifieke expertise / apparatuur

Voor: autonoom, onafhankelijk van

cognitieve processen, non-invasive

Tegen: complex, duur, vaak nog niet

gedetailleerd genoeg

Afhankelijk van budget en doelstelling wordt de juiste methode gekozen

90


Neuromarketing on a budget


COMPUTATIONAL NEUROMARKETING


SAMENVATTEND


ATTENTION INFORMATION PERSUASION POS RECALL

QUESTIONNAIRE

NO/LOW ATTENTION POS EMOTIONAL RESPONS

CONDITIONING IMPLICIT ASSOCIATIONS

NEW METHODS

OLD NEWmarketing marketing

Source: Steve Genco 2014 Intuitive Customer

markting in line with brainscience


KOOPKNOP


NO ZOMBIE


N E U R O M A R K E T I N G I S ON D E R Z O E K

N E U R O M A R K E T I N G I S D U U R E N CO M P L E X

N E U R O M A R K E T I N G I S VO O R W E T E N S C H A P P E R S

N E U R O M A R K E T I N G I S VO O R G R OT E B E D R I J V E N

N E U R O M A R K E T I N G I S N I E T E T H I S C H


[email protected]

@sergioromijnSkype: sergioromijn

www.engagedmarketing.nl

VRAGEN?

mailto:[email protected]

http://www.engagedmarketing.nl


Leestips!

101

15 m06d24 workshop geofort expeditie ict

Marketing

Transcript of 15 m06d24 workshop geofort expeditie ict