Expeditie ICT - Neuromarketing

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E X P E D I T I E
BR EIN

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NEURO
R EVOLUT IE?

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90
years
%
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WAT WE NU
DENKEN

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OOPS!

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GEHEUGEN WERKT ALS
EEN HARDRIVE
ONZE
VOORKEUREN ZIJN
STABIEL
WE WETEN WAT WE
WILLEN EN HANDELEN
DOELGERICHT
OPTIMALE
BESLISSINGEN OP BASIS
VAN RATIO EN
ECONOMIE
BEWUSTWORDING
LEIDT TOT
GEDRAGSVERANDERING
GOED VERKLAREN EN
VOORSPELLEN VAN ONS
GEDRAG

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DOGS
IN THE STREET
PUMA’S
ON YOUR FEET
Source: Berger & Fitzsimons 2008

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BEWUSTWORDING?

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ONS GEHEUGEN IS GEEN VIDEORECORDER

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SLECHTE VOORSPELLERS VAN ONS GEDRAG

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vs
SATISFICE
OPTIMIZE

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BESLISSINGEN
SPRAAK
VRAGENLIJSTEN?

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ONZE AANNAMEN OVER GEDRAG ZIJN NIET HEEL STERK

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Beslissingen worden zelden op puur rationele of economische gronden genomen
NO!!

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MARKETING
ATTENTIE
INFORMATIE
PERSUASION
POS HERINNERING
VRAGENLIJSTEN

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FEATURITIS!

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NEURO
MARKETING
Source: Steve Genco 2014 Intuitive Customer
new ways to understand, influence and predict customer behavior!

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ystems neuroscience are crucial for consumer neu-
reas those from cellular neuroscience currently are
tists study species ranging from the primitive
snails, fruit flies, and leeches) to the complex
mals and primates). Most consumer neuroscience
critical issues of past research and discuss ho
these issues in future research. We conclude w
of the future potential of research at the intersec
science and consumer psychology.
Fig. 1. Growth of research applying neuroscience to marketing over time.
H. Plassmann et al. / Journal of Consumer Psychology xx (2012) xxx–xxx
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HOT & HAPPENING

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“Any marketing or market
research activity that uses the
methods and techniques of
brain science or is informed by
the findings or insights of brain
science”
Neuromarketing for Dummies - 2013
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marketing
advies
sociale
psychologie
gedragseconomie
neurowetenschap

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DISCOVERIES

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Source: neuro predictors of choice 2006 - Knutson et al.

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RATIONAL
BRAIN
SUBCONSCIOUS
BRAIN

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intuitive
parallel
automatic
fast
emotional
effortless
SYSTEM 1 SYSTEM 2
rational
serial
conscious
slow
logic
high effort
Daniel Kahneman - thinking fast and slow

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BLAUW
GEEL
GROEN

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Conscious
System 2
Unconscious
System 1
“consciousness by necessity uses only a subset of the available information, and the
restriction of capacity comes at the expense of the quality of a choice decision”
complexity of decision
qualityofdecision
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COMPLEXITY VS. QUALITY

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BEINVLOEDEN
van
BESLISSINGEN

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OMGEVING
HEURISTICS
BIASES

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MENTAL ACCOUNTING
GELD IS ALTIJD EVENVEEL WAARD?

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LOSS AVERSION
Als de beslissing geformuleerd is in termen of
winst zijn mensen risico mijdend
Als de beslissing geformuleerd is in termen of
verlies zijn mensen risico zoekend
Source: Daniel Kahneman - Prospect Theory

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DEFAULTS

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24 potten Jam
Klanten stoppen 60%
Aantal geproefd 1.5
% gekocht 3%
6 potten Jam
Klanten stoppen 40%
Aantal geproefd 1.4
% gekocht 30%
de simpelste keuze
heuristiek is niet te kiezen
Source: Iyengar & Lepper:When Choice is Demotivating

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EMOTIONS

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WE ARE NOT THINKING MACHINES THAT FEEL BUT FEELING
MACHINES THAT THINK - ANTONIO DAMASIO

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Phineas Case
source: Descartes Error - Damasio

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Fully Conscious - "Feelings"
Completely Unconscious - "Emotions"
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EMOTIONS & FEELINGS
Source:Thomas Zoega Ramsoy - Introduction into Consumer Neuroscience

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EMOTIONS
ALTIJD AANWEZIG
KANSEN & PROBLEMEN
CRUCIAAL VOOR OVERLEVEN
GEEN MIND ZONDER EMOTIES
SNELLE ANTWOORDEN

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0" 10" 20" 30" 40"
dagelijks"
Popcorn"
Verzadigd)vet)
Verzadigd"vet"
WAARHEID OVER POPCORN
=
Source: De Plakfactor - Dan & Chip Heath

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=
WAARHEID OVER POPCORN
"Een portie medium popcorn bevat evenveel verzadigd vet dan een ontbijt met spek en eieren, een
lunch van Big Mac met friet en een diner met biefstuk met alles erop en eraan"
De Plakfactor - Dan & Chip Heath
Source: De Plakfactor - Dan & Chip Heath

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EVOLUTION
&
BIOLOGY

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OVERLEVING
FAMILIE
WEDERKERIGHEID
VOORTPLANTING
INSTINCTEN

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GEWOONTE
&
CONDITIONEREN

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ONBEWUST
BEINVLOEDEN?

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The influence of in-store music on wine selections.
North, Adrian C.; Hargreaves, David J.; McKendrick, Jennifer
Journal of Applied Psychology, Vol 84(2), Apr 1999, 271-276.

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neuromarketing toolkit
BUILDING BLOCKS OF
NEUROMARKETING

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ATTENTION
EMOTION
MEMORY
FLUENCY

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ATTENTION
TOP DOWN&BOTTOM UP
FAMILIARITY&NOVELTY
LOW ATTENTION PROCESSING
PLAY WITH ATTENTION
KEY IN SHOPPING AREA

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EMOTION

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MEMORY

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BRAND

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COLA vs PEPSI
CONCLUSIE?

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LONG TERM MEMORY
Source:Thomas Zoega Ramsoy - Introduction into Consumer Neuroscience

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FLUENCY

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CONFUSION
GEMAKKELIJK=POSITIEF

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FAMILIARITY AND LIKING
BEKENDE GEZICHTEN VINDEN WE SYMPATHIEKER
TRUTH
MAKKELIJK TE LEZEN WOORDEN WORDEN ALS MEER WAAR BEOORDEELD
RISK
ACHTBANEN MET MOEILIJKERENAMEN WORDEN SPANNENDER GEVONDEN
AANDELEN MET MAKKELIJKER NAMEN ZIJN SUCCESVOLLER
SHAPES
NATUURLIJKE VOORKEUR VOOR RONDE VORMEN,SYMMETRY, CONRAST VAN
ACHTERGROND EN OBJECT
WE LIKE SYSTEM 1 PROCESSING!

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MAKKELIJK UITSPREEKBARE SYMBOLEN PRESTEREN BETER OP DE BEURS
Source:Alter & Oppenheimer 2006

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IF IT IS HARD TO READ IT IS HARD TO DO!
TEXT 1
TEXT 2
TEXT 2 = 2 X TEKST 1
Source: Song & Schwartz 2008

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FLUENCY-POSITIEF

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KIJKEN IN HET BREIN

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BESLISSINGEN
SPRAAK
NO CONNECTION-NEW METHODS

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PORTABILITY

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Self-Report Autonomic-measures Brain-Imaging
Verbaal
Non-verbaal
Movement-to-Movement
Facial Coding, EMG
EDR (Electro Dermal
Reaction)
Heart Rate, Blood
Pressure
Eye Tracking
EEG
MEG
PET
fMRI
Voor: goedkoop, simpel
praktisch
Tegen: rationele bias,
retrospectief
Voor: autonoom, geen
rationele bias,
onafhankelijk van
cognitieve processen
Tegen: vereist specifieke
expertise / apparatuur
Voor: autonoom,
onafhankelijk van
cognitieve processen,
non-invasive
Tegen: complex, duur,
vaak nog niet
gedetailleerd genoeg
Afhankelijk van budget en doelstelling wordt de juiste methode gekozen
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Neuromarketing on a budget

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COMPUTATIONAL NEUROMARKETING

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SAMENVATTEND

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ATTENTION
INFORMATION
PERSUASION
POS RECALL
QUESTIONNAIRE
NO/LOW ATTENTION
POS EMOTIONAL RESPONS
CONDITIONING
IMPLICIT ASSOCIATIONS
NEW METHODS
OLD NEW
marketing marketing
Source: Steve Genco 2014 Intuitive Customer
markting in line with brainscience

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KOOPKNOP

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NO ZOMBIE

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NEUROMARKETING IS ONDERZOEK
NEUROMARKETING IS DUUR EN COMPLEX
NEUROMARKETING IS VOOR WETENSCHAPPERS
NEUROMARKETING IS VOOR GROTE BEDRIJVEN
NEUROMARKETING IS NIET ETHISCH

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sergio@engagedmarketing.nl
0615051707
@sergioromijn
Skype: sergioromijn
www.engagedmarketing.nl
VRAGEN?

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Leestips!
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