Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Neuromarketing & Web Persuasion

Roger [email protected]: @rogerdooleylinkedin.com/in/dooley/


2004: NeuroscienceMarketing.com2005: Blog: Neuromarketing


2011 - 2013

Brainy Marketing


Evolution?Enlightenment?


Honesty & Ethics Very High/High

• Nurses – 85%• Engineers – 70%

• Advertising – 11%• Sales – 8%


CEO Trust

•CFOs – 90%•CIOs – 90%•CMOs – 20%


Why?


Most Marketing & Sales

Money Is Wasted.


“Half my advertising is wasted…”

“…if only I knew which half!”


95% of New Products


98% of Direct Mail


98% of Sales Emails


93% of Sales Calls


CEO Consumer


Iceberg: 88% Hidden

(Lakoff & Johnson)

Mind: 95% Subconscious


Psychology & Social Science

Response

Stimulus Brain

Neuroscience


EconomicsNeuroscienc

ePsychology

Neuroeconomics

Neuropsychology

Neuromarketing


SensoryLogic


40% Positive Emotion

70% PositiveEmotion

SensoryLogic


Web-based


Try a face reading demo:

rgr.cc/yzAd4K (redirects to:

http://www.affectiva.com/affdex/#pane_tryit )


Forbes Consulting: Mindsight


Quick! This brand makes you feel…

(Concept only, NOT actual Mindsight images)


Implicit Association &Latency Response



?



547 msec


Latency Response


Try an implicit association test:

rgr.cc/w82nR9 (redirects to:

https://implicit.harvard.edu/implicit/demo/ )


Caution: science still emerging


My Mission:


Cut marketing waste –

even a little!


Bring neuromarketingto the

99%!


ActionableAdvice

BehaviorResearch

Neuroscience

Research MarketingStudies


Behavior Research


Neuro-Nudges

NN


Jonathan Zhang | Daily Trojan


Dog owners?

Pet parents?


Margaritas?Sure, I’ll

have one!


Liking


Show common interests, shared

attributes with your customer to create

“liking effect.”

NN


Don’t bury these “liking cues” deep in

your site!

NN


ImportantPsychologicalResearch Tool:


$3


“California” Wine

• Ate more• Came back more


“Expensive” Wine

• Tasted better• Lit up brain

more

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=h8PMA994FaOAGM&tbnid=ohpVa0aTh4A3YM:&ved=0CAUQjRw&url=http://arts.stanford.edu/this-is-your-brain-on-jane-austen-and-stanford-researchers-are-taking-notes/&ei=150uUYmHCoPr2QWlvIHICg&psig=AFQjCNEoS1uobise0bWk2kEuWcXlKpEZ1A&ust=1362095946351241


Set high but realistic expectations to

improve customer experience.

NN


Socializing

image credit: jessicaswanson.com


The UltimatumGame


Ultimatum Game Results


Effect of Social Conversation


To increase sales and negotiation success,

socialize first.

NN


Use vivid, sensory, emotional adjectives to engage the brain.

NN


The Doppelganger Effect

Brand Preference


Social Personalizatio

n


The Doppelganger Effect

@rogerdooley#AFD12 #Brainfluence


St. Bonaventure Universityhttp://www.becomingextraordinary.net/

(Courtesy: Hobsons)


WunderlandMovies.de

http://www.wonderlandmovies.de/play/?s=SJ5mftfRqh


Playboy: http://youtu.be/isjPpbmnaYo

Amazing use of Facebook data: http://www.takethislollipop.com/


Untapped opportunity:

Put your customerin the ad.


NN


Rudeness&

Revenge


What canceledrudeness effect?



Sorry!


Apologies really DO work. Apologize!

NN


When you don’t apologize…


viMajor airline

Via Brian Solis


Scarcity

Photo via Doniv.org


Vs.


Scarcity +Social Proof!


Creating Scarcity


Use SCARCITY to make

your offer moreattractive.

NN


Scarcity on Steroids


FTW


Amp up SCARCITY EFFECT by showing

decreasingavailability.

NN


Sellingto

Guys?


Impatient &Short Term Emphasis

-Margo Wilson and Martin Daly


Take More Risks


Attractive Photo =

-4% Loan Interest Rate

Marianne Bertrand et al, 2005


Test

Source:Ion

Interactive


+95%

+35%Source: Ion

Interactive


Convert more men with “mating

triggers.”

NN


Use simple fonts and language to minimize

perceived effort.

NN


If you remember just one thing from today…


Change is constant and accelerating…


Communication

Huge Change in 50 Years


Media

Huge Change in 50 Years


Mobile!

Big Data!

Social Media!


Our Brains

NO Change in 50,000 Years!


Work with your customer’s brain

and how it is wired!


Free ResourcesNeuromarketingNeurosciencemarketing.com/blog

Brainy Marketingblogs.forbes.com/rogerdooley/

Inside Influence Reportinfluenceatwork.com

Dan Ariely Blogdanariely.com

Social Triggers Blogsocialtriggers.com


Neuromarketing & Web Persuasion

Roger [email protected]: @rogerdooleylinkedin.com/in/dooley/

Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion

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