Presented at the M&C Allegra Foodservice #MarktingInFoodService Conference

1. Karen Fewell @DigitalBlonde
How psychology
& neuroscience
influence your
marketing
strategy
Karen Fewell @DigitalBlonde

2. Karen Fewell @DigitalBlonde
It’s a photo of
food to you….
But to me this
resembles
stories,
memories and
emotions

3. Karen Fewell @DigitalBlonde
“Some of the best moments in life happen around a table when we
are eating and drinking with people we love”
@DigitalBlonde

4. Karen Fewell @DigitalBlonde

5. Karen Fewell @DigitalBlonde
What makes the
meaning of the photo
different for you and
for me?
@DigitalBlonde

6. Karen Fewell @DigitalBlonde
@DigitalBlonde

7. Karen Fewell @DigitalBlonde
Neuroscience:
Neuroscience is the scientific study of the nervous system.
The nervous system is the most complex organ system in the
body, with most of the complexity residing in the brain
Psychology:
Psychology is the scientific study of the human mind and
its functions, especially those affecting behaviour in a
given context

8. Karen Fewell @DigitalBlonde
BBQ Neuroscience
@DigitalBlonde

9. Karen Fewell @DigitalBlonde
Understand the
Mindset
#SMWFoodPsych @DigitalBlonde

10. Karen Fewell @DigitalBlonde@DigitalBlonde
An average person makes more than 200
decisions about food every day, many of
which are made unconsciously.
@DigitalBlonde

11. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde
Primal
Emotional
Rational
Decisions
@DigitalBlonde

12. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde
Emotions are the driving
force of many of our
behaviours
Your brain
detects
threat or
reward

13. Karen Fewell @DigitalBlonde
Threat
Adrenaline
Cortisol
Karen Fewell @DigitalBlonde

14. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde
Dopamine
Oxytocin
Serotonin
These chemicals make us feel
good and motivate us to
continue on the task or
behaviour

15. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde
Parrots’ 2001
theory
Parrot
identified
over 100+
emotions and
conceptualized
them as a tree
structured list.

16. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde @ArtizianCaters
Phil Howard
2 Michelin Star Chef
The Square
Nathalie Nahai
The Web Psychologist
Ed Butcher
Square Meal
Sam Michel
Chinwag
Client Team

17. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde @ArtizianCaters
1 2 3 4 5
The offline experience is
much more sensory and
immersive and results in
more arousal
The description version
of the pictures is 3.0
Pictures only 2.7
3.6 The offline/real experience
People's emotional reactions to the dishes are stronger offline

18. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde @ArtizianCaters
Online people are more likely (29%) to
have a neutral emotional reaction than
in the real world (11%)

19. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde@DigitalBlonde@DigitalBlonde
Twitter & Emotion
• Nielsen Neuro analysed the brain activity of nearly
300 viewers as they watched live airings of eight
primetime TV shows
• @NielsenSocial then compared the results to minute-
by-minute Twitter activity for the same shows
• Found a strong correlation (79.5%) with neurological
engagement, which was defined as a combination of
emotion, memory and attention.
• Twitter x TV activity is representative of how engaged
general TV audiences are with programming.

20. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde
Parrots’ 2001 theory. Parrot identified
over 100+ emotions and conceptualized
them as a tree structured list.

21. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde #FoodPornBook
Do we crave the brand as much as the
dish?
Based on UK 6,447 tweets between
27th Jan 2014 – 28th April 2014
FEMALE
67%
MALE
33%
Crave Chicken
FEMALE
69%
MALE
31%
Crave Nando's
Food that is most likely to be mentioned when
someone tweets about “craving Nando’s”
0
200
400
600
800
1000
1200
1400
Crave chicken Crave Nando's

22. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde

23. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde
LOVE
JOY
SURPRISE
ANGER
SADNESS
FEAR
#SMWFoodPsych @DigitalBlonde

24. Karen Fewell @DigitalBlonde
Why?
Brand
Storytelling
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia

25. Karen Fewell @DigitalBlonde
Copyright Digital Blonde Ltd
#FoodPorn Book
To be published in 2016
Karen@DigitalBlondeMarketing.com
Karen Fewell @DigitalBlonde

26. Karen Fewell @DigitalBlonde#FoodMarketingSchool @FoodClassroom
@DigitalBlonde
www.digitalblondemarketing.com