To share- IAA Neuromarketing, Ale Smidts @ Rotterdam School of Management
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Transcript of To share- IAA Neuromarketing, Ale Smidts @ Rotterdam School of Management
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Prof. dr. ir. Ale Smidts Rotterdam School of Management Erasmus Universiteit
BN’ers in reclame:
Hoe reageert uw brein daarop?
IAA Neuromarketing Seminar Amsterdam, 24 Maart 2011
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Neuromarketing
• Doel:
Het beter begrijpen van de klant en haar reactie op marketing stimuli door de processen in de hersenen direct te meten en in de theorievorming en stimuli-ontwikkeling te betrekken (Smidts, 2002)
• Marketing stimuli:
– producten
– reclame
– gedrag van de verkoper
– assortiment
– schermopbouw online shop
– …
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fMRI scanner
BOLD – signal (Blood Oxygen Level Dependent) 1990
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Twee hoofddoelen neuromarketing
• Hoe werkt het? – Effect van de prijs op het oordeel over een product – Een beroemde persoon in reclame – Peer group influence – … • Academisch neuromarketing onderzoek
• Wat kunnen we er praktisch mee? (stimulus centered approach) – Kunnen we iets leren over marketing stimuli wat we niet
kunnen leren met gebruikelijke marktonderzoeksmethoden? – Kunnen hersenreacties gebruikt worden voor verbetering
van de stimulus (productontwikkelingsproces)
• Beginnend academisch onderzoek, maar vooral commerciële ‘neuromarketing companies’
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Erasmus Centre for Neuroeconomics
• Samenwerking tussen
– Marketing Department, Rotterdam School of Management, Erasmus Universiteit
– Donders Institute for Brain, Cognition and Behavior, Radboud Universiteit Nijmegen
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Bekende personen worden steeds vaker gebruikt in reclame
• Amerika: 15% van de TV reclames
• Nederland: ook duidelijke toename
- Fatima – Rabobank
- Joop Braakhekke – Ambi Pur toiletverfrisser
- Karin Bloemen – Cholesterol verlagende Becel
- Maurice de Hond – Nederlandse Energie Maatschappij
- Jort Kelder – Friesland Bank
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Waarom BN’ers in reclame?
• Bekend en populair
• Aantrekkelijk uiterlijk
• Aardig (‘likable’)
• Fungeren als rol model
Doorslaggevend is echter:
Deskundig met betrekking tot het product of merk
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Combinaties persoon en product
Wel expert
Geen expert
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Deelnemers aan het experiment:
• 24 vrouwen (leeftijd 18-25) die veel beroemde personen kennen
• Liggen in de fMRI scanner
• Zien foto van een persoon (1 seconde)
• Vervolgens foto van een product (1 seconde)
• En dat 180 keer
• 90 keer combinatie product met ‘expert’
• 90 keer combinatie product met ‘geen expert’
Hoe gaat het in zijn werk?
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Procedure: Dag 1 (in de fMRI scanner)
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Dag 2: Geheugentest
• De 180 getoonde producten worden gemengd met 180 nieuwe, vergelijkbare producten
• Herkenningstest van de 360 producten
Gisteren gezien? (gokkans 50%)
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Effect op geheugen
% Herkenning
(p < .01)
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Hippocampus
Waarom onthoudt u een product dat gepresenteerd is door een expert?
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Dag 2: Meting Koopintentie
• Hoe groot is de kans dat je dit product koopt?
• Voor alle 180 producten
0 10 20 30 40 50 60 70 80 90 100%
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Effect op koopintentie
% dat koopt
(p < .001)
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Caudatum
Waarom koopt u een product dat gepresenteerd is door een expert?
“De expert geeft vertrouwen mee aan het product”
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Conclusie
• Een BN’er die gezien wordt als deskundig voor het product of merk:
– Verbetert het geheugen voor het product
– Roept een fundamenteel gevoel van vertrouwen op dat leidt tot een positievere houding tegenover het product (en een grotere kans dat het product gekocht wordt)
• Dit gaat snel en efficient
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Voor adverteerders betekent dit
• Dat bij de keuze van BN’ers van te voren goed getest moet worden of de doelgroep de BN’er ziet /ervaart als een:
– Expert voor het product of merk
– Geloofwaardige en vertrouwenwekkende persoon is voor het product of merk
Als dit zwak is of ontbreekt, zoek dan een andere BN’er of maak een andere campagne
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Vervolgonderzoek: The value of FAME
• Does hiring a celebrity presenter improve attitude towards the brand or is an attractive non-famous person equally effective ?
• To study the net effect of FAME:
– manipulate famousness
– and control for all other presenter differences, such as expertise, physical attractiveness, trustworthiness, …
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Study design
• Manipulate fame: – 20 famous vs. 20 non-famous faces
• Equally attractive (extensive pilot testing)
• All should have expertise on the product: Shoes!
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Celebrities and shoes on the female brain: Neural correlates of product evaluation in the context of fame
Stallen, Smidts et al., J of Economic Psychology (2010)
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Most attractive: famous (73%)
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Least attractive: non-famous (52%)
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Equal attractiveness rating (60%)
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Equal attractiveness rating (64%)
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And many shoes …
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And even more shoes
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fMRI-design
In total 240 shoes : 120 with famous face, 120 with non-famous face
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One hour after the scanner: behavioral measures
• Recognition performance: 480 shoes !
– 240 previously seen shoes, intermixed with 240 previously unseen
• Purchase intention of 240 shoes
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Behavioral effects
• Recognition memory – For shoes presented by famous face: 28,6% – For shoes presented by non-famous face: 19,9%
→ Famous face improves memory for the shoe
• Purchase intention: – For shoes presented by famous face: 40,1% – For shoes presented by non-famous face: 39,9%
→ Famous face did not improve self-reported attitude for the shoe
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Brain regions involved in processing famous faces
(A) Medial view of the left hemisphere: PC = Precuneus; MPFC = Medial prefrontal cortex (B) Lateral view of the left hemisphere: SFG = Superior frontal gyrus; AG = Angular gyrus; MTG
= Middle temporal gyrus
Seeing a famous face induces retrieval of episodic (PC & MPFC) and semantic memory (SFG, MTG)
Note! No reward related areas (e.g. no mOFC); famous faces are not more rewarding than equally attractive non-famous faces
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Fig. 2. Medial orbitofrontal cortex (mOFC) involved in the processing of products in the context of fame
Shoe with celebrity vs Shoe with non-famous face
mOFC activity is indicative of transfer of affect from celebrity to product
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Conclusions (1) • Fame transfers positive emotions to the product
(represented by mOFC activity): “You like the product more when presented by a celebrity” – However, this did not improve the explicit purchase
intention – Maybe, explicit measurement is too crude to pick it
up? (implicit attitude measurement might; IAT)
• Implication for advertisers: if one does not find an effect in simple self-report, it does not necessarily mean the ad is not effective!
• On the brain it may be effective. Thus, it may show up in the actual choice behavior.
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Conclusions (2)
• The transfer of positive affect originates from the retrieval of semantic and episodic memories (left hemisphere)
• Implication for advertisers: any cue to improve memory retrieval may help in the transfer and thus effectiveness of the celebrity – Adding name – Refer to the movie – …
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Beroemde expert kan zeer groot effect hebben, totdat …
Tiger Woods voor Nike golf
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Verdere informatie
Erasmus Centre for Neuroeconomics
Zie website
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Verder lezen
• Klucharev, Smidts, Fernandez (2008), “Brain mechanisms of persuasion: How ‘expert power’ modulates memory and attitudes”, Social Cognitive and Affective Neuroscience (SCAN), 3(4), 353-366.
• Smidts, Klucharev, Fernandez (2009), Een beroemde persoon die een product aanprijst: Wat vindt uw brein daarvan? Recente ontwikkelingen in het marktonderzoek, Jaarboek MOA 2009, pp.103-117.
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Vragen en discussie