Post on 13-Mar-2020
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Neuromarketing:
new approach of marketing
research and how it can be used
in prevention activities
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The thinking man?
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Do Think Feel
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Even nowadays our conscious mind is only a tip of an iceberg
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We do not make decisions without emotions
Antonio Damasio, Professor of Neuroscience (University of Southern California)
Studied patients, whose ability to understand and use emotions had worsened because of brain damage.
Finding:
People are not fully rational decision makers – on the contrary!
Conclusion:
Emotion is an inseparable and central component in decision making.
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Behavioral experiment: herd behaviour
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Inevitably, the environment around us influences our behaviour.
In particular, we take notice of how others around us behave and/or had behaved before us.
The mere presence of graffiti doubles the number of people littering.
Keizer et al "The spreading of disorder."
Science (2008)
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THE EMOTIONAL REVOLUTION
Do Think Feel DO FEEL THINK
THE OLD PARADIGM
Neuroscience:
The Missing Link
Observation, Questionnaires &
Surveys
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We know that…
We use instinct when processing information and making decisions
We can not explain our motivations at an aggregate emotional level- what “feels right” to us
We are able to come up with explanations, but these are often post-rationalisations
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Neuromarketing uses the theories and methods of cognitive neuroscience to plan, execute and measure marketing activities (e.g. assess TV commercials) (Ale Smidts, 2002)
What is neuromarketing?
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Neuromarketing
Neuromarketing research has been conducted for decades, just without calling it neuromarketing. So it may be quite new for marketing, but not for scientific research.
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Methodology
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Technologies used in neuromarketing
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EEG
Eye-tracking
GSR
fMRI
Reaction times
Facial coding
Behavioral experiments
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Eye tracker – ATTENTION
TNS Emor uses the combination of three technologies: EEG + GSR + eye tracking
GSR – ACTIVATION
EEG – RELEVANCE
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2
3
Negative reaction Positive reaction
1
2
3
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Examples
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The effectiveness of anti-smoking campaigns
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A B C
UCLA, 2012
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The effectiveness of anti-smoking campaigns: rational evaluations, prefrontal cortex activity and reality
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UCLA, 2012
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Testing of anti-alcohol campaigns (Estonia, 2012)
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NUMBER OF PARTICIPANTS: 44
TARGET GROUP:
GENDER:
50% female
50% male
AGE:
50 % 18-35 y.o
50% 36-60 y.o
DATA PROCESSING ALGORITHM
Tallinn
April 2012
SAMPLE TESTED MATERIAL
Antialko AD „Terviseks“ TVC (50’’)
Antialko AD „Neuron“ TVC (25’’)
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„Terviseks“ results RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)
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AC
TIV
AT
ION
RELEVA
NC
E
HIGH
LOW
RELEVANCE INT. ref.
-4
ACTIVATION INT. ref.
5.6
CLICK TO PLAY
positive neutral negative LEGEND not available N/A
N=44
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„Neuron“ results RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)
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AC
TIV
AT
ION
RELEVA
NC
E
HIGH
LOW CLICK TO PLAY
N=44
RELEVANCE INT. ref.
5
ACTIVATION INT. ref.
4.8
positive neutral negative LEGEND not available N/A
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Testing of anti-speeding campaign (Latvia, 2012)
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VALIM
NUMBER OF PARTICIPANTS: 66
TARGET GROUP:
GENDER: female, N=33; male, N=33
NATIONALITY: Latvians, N=32; Russians, N=34
AGE: 50 % 18-34 y.o 50% 35-60 y.o
DATA PROCESSING ALGORITHM
By Human Mind and Brain
Riga
December, 2012
TESTED MATERIAL SAMPLE
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General results RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)
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0 5 10 15 20 25 30
Social 30’’ TOTAL SAMPLE, n=66
HIGH
LOW
AC
TIV
ATIO
N
RE
LE
VA
NC
E
POS
NEG
TOTAL SAMPLE BENCH.REF.
RELEVANCE 2
ACTIVATION 7,2
positive negative neutral
25
20
15
10
5
0
1
0.5
0
-0.5
-1
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Does gender matter?
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0 5 10 15 20 25 30
WOMEN, n=33
MEN, n=33
HIGH
LOW AC
TIV
ATIO
N
RE
LE
VA
NC
E POS
NEG
HIGH
LOW AC
TIV
ATIO
N
RE
LE
VA
NC
E POS
NEG
positive negative neutral
GENDER BREAK
WOMEN BENCH.REF. MEN BENCH.REF
RELEVANCE 14 -13
ACTIVATION 6,9 7,6
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Indirect actions and campaigns might be a good idea to consider for changing behavior
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Prof. Dr. Jürgen Gallinat
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Indirect actions and campaigns might be a good idea to consider for changing behavior
Prof. Dr. Jürgen Gallinat
X AXIS
LOWER LIMIT
UPPER LIMIT
CHART TOP
Y AXIS Y AXIS LIMIT
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Using neuromarketing research
Possibility to test the effectiveness of messages, independent of format:
Testing concepts before ad production (TV)
Input/feedback for producing the ad
Comparison between alternatives
Testing finished ads before media spending (TV)
Input/feedback for changing or shortening the ad
Effective planning of media spending
Attention to details, second by second analysis
Testing static material (print, outdoor)
Input/feedback for re-arranging the elements, reducing noise
Attention to details, second by second analysis
Comparison between alternatives
Combined with focus groups for a holistic and deep understanding of
consumer feedback.
The list is not exhaustive.
X AXIS
LOWER LIMIT
UPPER LIMIT
CHART TOP
Y AXIS Y AXIS LIMIT
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What to take out from this presentation for preventive actions?
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A campaign, that is created based on people’s rational
evaluations might not appear to be the most effective –
people prefer to stay in their „comfort zone“ and are unaware
of their unconscious reactions
Influencing can be indirect without directly saying what is
trying to be achieved
Extreme intimidation does not work
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1 Headshot goes here (black & white)
Thank you!
Kaidi Reedi
Consumer Behavior and Neuromarketing Research Expert
E-mail: kaidi.reedi@emor.ee