David penn main stage - 2011

Main
Stage,
November
3,
2011

Neuromania, and why we need to
re-humanise research
David Penn,Conquest
A
Presenta*on
from
the
Fes*val
of
NewMR
Main
Stage
–

November
3,
2011

Speaker David Penn, Conquest, UK
Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
Neuromania, and why
we need to re-humanise research
David Penn, Managing Director, Conquest

Neuroscience

Neuromarke.ng

Neuromania

Let’s get our terminology right
The study of
how our
thoughts and
feelings are
implemented
in the brain
The use of
neuroscientific
technologies
to measure
response to
marketing
stimuli
Cogni*ve

Neuroscience

Neuromarke*ng

Neuromarketing techniques
Measures
increased
oxygen levels
in blood flows
within brain
Captures
minute
electrical
signals
produced by
brain
fMRI
EEG

Why isn’t fMRI used more
widely?
AND poor temporal resolution – Can take 5 secs for added blood supply
to reach activated/ affected part of the brain
BUT. . .
Hugely expensive (non-portable) equipment..
Claustrophobic and stressful respondent experience
It’s the only neuromarketing technique with sufficiently high spatial
resolution to locate activity in specific brain regions

What about EEG?
Captures minute electrical signals produced by the brain using less invasive
and more portable equipment than fMRI
EEG relies on a model that the left Prefrontal Cortex (PFC) is involved in
approach behaviour whereas right PFC is involved in withdrawal from
aversive stimuli
Electroencephalography
In reality, EEG measures only a small part of the complex brain
circuitry that controls our emotions

So what about Neuromania?
The belief that we can explain all our
behaviour by reference to the brain
N.B Not all neuromarketers are neuromaniacs!

I compare advertisers to Christopher Columbus gripping a simple map of the earth he believed to be flat.
Thanks to (neuromarketing) we’re now able to see an almost Aristotelian shift in thinking; companies are
beginning to realise that the world, in fact, is round. Martin Lindstrom

The 7 Fallacies of
Neuromania

The Evolution Fallacy
We don’t differ fundamentally from
higher primates (apart from having a
bigger brain), and the differences are
less important than the similarities.

The We Are Our Brain Fallacy
If we can’t see something in the brain it
doesn’t exist

The Sameness Fallacy
“Bottom line, there was no discernible difference between the
way subjects’ brains reacted to powerful brands and the way
they reacted to religious icons and figures… Clearly our
emotional engagement with powerful brands shares strong
parallels with our feelings about religion.”
Martin Lindstrom, Buy.Ology

The Freedom Fallacy
That because brain activity may
sometimes be observed before we’re
aware of making a decision, our free will
is an illusion – our brains are in control

That our unconscious/emotions compel
us to act (irrationally) instead of working
with our rational faculties to facilitate
better decision making
The Automatic Pilot Fallacy

The Reductionist Fallacy: We can locate
reason and emotion in specific parts of the brain
Orbital PFC
Pre-Frontal
cortex
Hippocampus
CONSCIOUS REASONING
Amygdala
Limbic
System
EMOTION
Dorsolateral
PFC
Emotions and reasoning sit side by side

The All in the Head Fallacy
That thought, feeling and cognition are
‘all in the brain’ and not outside it

A Trillion Cognitive Handshakes?!!
“Our consciousness …cannot be found solely in the stand
alone brain; or even just in a brain in a body….It participates
in, and is part of, a community of minds built up by conscious
human beings over hundreds of thousands of years. This
cognitive community is an expression of the collectivisation
of our experiences through a trillion acts of joint and shared
attention” Raymond Tallis

We communicated long before we had language
Episodic memory
Mimesis (sign/mime)
Non-verbal representation
Metaphor
Symbols/Language

We express emotion in metaphorical images…
You
know
that
it
would
be
untrue

You
know
that
I
would
be
a
liar

If
I
was
to
say
to
you

Girl,
we
couldn't
get
much
higher

Come
on
baby,
light
my
fire

Try
to
set
the
night
on
fire

Jim
Morrison
/
The
Doors

Now
give
me
fever

When
we’re
kissing

Fever
with
that
flame
in
you

Fever

I'm
a
fire

Fever
yeah
I
burn
for
you

Peggy
Lee

Metaphorix® uses metaphors that allow people
to express their feelings intuitively
I
have
a
very
warm

relaDonship
with
her

I
feel
close
to
him

I
jumped
for
joy

The
more
we
think
and
consider,
the
further
we
get
from
our

emo.ons

Metaphor

AﬀecDon

InDmacy

Excitement

Emo.on

Metaphorix® enables respondents to express
themselves across cultures
Brand
Proximity

40
14
12
109
4
222
6
0
5
10
15
20
25
30
35
40
10987654321
Metaphorix
1110
18
1615
12
6
4
2
6
0
5
10
15
20
25
30
35
40
10987654321
Verbal scale
%

Brand
Warmth

21
12
15
12
10
14
5
32
5
0
5
10
15
20
25
30
10987654321
Metaphorix
13
17
19
14
10
13
5
32
4
0
5
10
15
20
25
30
10987654321
Verbal scale
%

Distant
Close

Cold
Warm

Distant
Close

Cold
Warm

%

%


“In neuromarketing there is no E = MC squared equation" Richard
Thorogood, Director of Strategic Insights & Analytics, Colgate-Palmolive
US Company
Neuromarketing helps us to understand the neural correlates of brands
and advertising
But brands are as much cultural constructs as neuronal ones; they exist
in the community of minds created by the interaction of our brains with
the environment in which they live.
Looking at the brain alone will never give us the complete answer.
Looking for our shared humanity might.

Final Thoughts

Thank you
David Penn
Conquest

Q
&
A

David
Penn

Conquest

Sue York
NewMR

Contact

David
Penn

Managing
Director

*:

(:

davidp@conquestuk.com

+44
208
834
0900

www.conquestuk.com

www.metaphorixuk.com

David penn main stage - 2011

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