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Why biology matters in marketing.

Why biology matters in marketing.

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Marketing to apes_v6 Presentation Transcript

  • 1. Marketing to Apes Gavin Johnston August, 20th, 2009 Copyright © 2008 Two West, Inc.
  • 2.  
  • 3.
    • Three Brain (Triune Brain) Theory
    • Developed by Dr. Paul D. MacLean , renowned brain researcher, neurologist,and former head of National Institutes of Mental Health.
    • MacLean noticed that when the human brain is dissected and the neo-cortex pulled away, one discovers a "paleo-mammalian" layer beneath it--a brain that looks almost identical to a pig ’ s brain or a dog ’ s brain.
    • If one continues to cut deeper into the brain, one finds a “ l izard brain” in the form of the human brain stem.
    • MacLean posited that each "brain" represents a different layer of neurological evolution, and that these older, deeper layers control our most basic functions.
    Background: the brain
  • 4. Background: the brain
    • Three Brain (Triune Brain) Theory
    • The R-Complex (aka The Reptilian Brain)
      • Oldest and smallest region of the brain
      • Found in all animals
      • Similar to the brain of reptiles who preceded mammals about 200 million years ago
      • Handles instincts, fixed action patterns, and automatic behaviors
      • “ The Instinctual Brain”
    • The Limbic Brain
      • Common in all mammals
      • Developed about 60 million years ago after demise of dinosaurs
      • Handles emotions
      • Collects sensory information and screens it for emotional relevance
      • “ The Emotional Brain”
  • 5. Background: the brain
    • Three Brain (Triune Brain) Theory
    • The Cortex Brain
      • Unique to humans
      • Largest of the three brains--5/6ths of total brain mass
      • Center for reasoning:
        • Conscious thought and logic
        • Reading, writing, speaking
        • Abstract reasoning, metaphor, spatial relationships
      • “ The Reasoning Brain”
    • Integrating The Three Brains
      • Our Reptilian (Instinctual) Brain is more powerful than our Limbic (Emotional) Brain
      • Our Limbic (Emotional) Brain is more powerful than our Cortex (Thinking) Brain
  • 6.
    • Isopraxism is the non-learned neurobehavior in which members of a species act in a like manner. This is a deep, reptilian principle of mimicry.
    • Isopraxism explains why we dress like our colleagues and adopt the beliefs, customs, and mannerisms of the people we admire.
    Going it Alone?
  • 7. Why do we crave what’s bad for us?
  • 8. Facial Expressions
    • • Facial expressions and body language were originally natural physical responses to stimuli.
    • As these responses became endowed with the function of communication, they survived the various stages of evolution and were passed along to man.
    • Many of the meanings they conveyed two million years ago are still conveyed today.
  • 9. Facial Expressions
    • The face tells us everything we need to know about deception, honesty, and how we should feel about the person we see
      • Lips and eyes are part of the visceral nervous system
      • When we feel something, we literally can’t help showing it
      • When we fake it, it signals that we are untrustworthy and dangerous
  • 10. Body language
    • Body-language signals may be, learned, innate, mixed.
    • Eye-winks, for instance, are clearly learned. Eye-blink, crossed arms, and leaning forward on the other hand, are clearly innate.
    • Something as simple as a hand gesture can speak volumes
  • 11. Eye contact
    • Staring observed in primates is done to either reflect intimacy or establish dominance -- we have hard-wired responses
    • But culture plays a part: In Japan, listeners are taught to focus on a speaker's neck in order to avoid eye contact, while in the U.S., listeners are encouraged to gaze into a speaker's eyes.
  • 12. Facial Symmetry
    • Symmetry may act as a marker of phenotypic and genetic quality.
    • Perceived "beautiful people” tend to be seen as more honest, smart, and trustworthy.
  • 13. I’m marketing to serious business people
  • 14. When the subconscious takes over decisions. If there are too many choices.
  • 15. When the subconscious takes over decisions. If products have few difference.
  • 16. When the subconscious takes over decisions. If decision makers are under stress.
  • 17. When the subconscious takes over decisions. If competitors match innovations quickly.
  • 18. Ideal Approach Attack the conscious and subconscious
  • 19. Body language Palms up suggests a vulnerable or non-aggressive pose
  • 20. Body language Palms down convey a more domineering and assertive-like in tone
  • 21. Amazement/Excitement
  • 22. Confusion
  • 23. Perplexed
  • 24. Annoyed/Domination
  • 25. Contemplation
  • 26. Aggression
  • 27.
    • People have an uncanny ability to recognize a “true” smile from the fake.
    • Regarding the fake smile, the falseness of the expression is detected in the orbicular muscles of the lower eyelids not being sufficiently contracted.
    • Though we may show a polite grin or camera smile at will, the heartfelt smile is hard to produce on demand.
    Facial Expressions
  • 28. True Smile
  • 29. Fake Smile
  • 30.  
  • 31. University of Cambridge Visual Cue Study
  • 32. Test Your Skills
  • 33. A B Trustworthy?
  • 34. C D Reliable?
  • 35. G H Positive?
  • 36. O P Reliable?
  • 37. What’s the Real Test?
  • 38.  
  • 39. The Quest for Dominance
  • 40. Group A: Turn and face the back of the room.
  • 41. Group B: When you shake hands with your partner, twist your hand so that it is on top of you partner’s hand instead of being parallel to their hand. NO YES
  • 42. What if you only market to the rational brain?
  • 43.  
  • 44. Questions?