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Joel Weinberger - Neuroscience - 2011

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Emotional and Unconscious Influences on Consumer Behavior

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Joel Weinberger - Neuroscience - 2011

  1. 1. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 A  presenta*on  from  the  NewMR  Neuroscience,   Biometrics  and  MR  Event  –  April  15  2011   The  sponsor  of  the  Neuroscience,  Biometrics  and  MR  Event  is  Zinc  Research   For  more  informa;on  about  Zinc  Research  visit  www.zincresearch.com   For  more  informa;on  about  NewMR  events  visit  newmr.org   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   ‘Emo;onal  and  Unconscious  Influences     on  Consumer  Behavior’   Joel  Weinberger,  Implicit  Strategies   Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  2. 2. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 Emotional and Unconscious Influences on Consumer Behavior
  3. 3. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n  Consumers are often unaware of why they behave as they do n  We are not the rational consumers we believe we are—but we don’t like to admit it, and we usually don’t know it n  Implication: we can’t rely solely on what people say when asked about their preferences or their behavior n  You can’t ask conscious questions about unconscious processes
  4. 4. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 The Mind and the Brain n  The brain and mind are organized in networks of associations n  Our first reactions to a stimulus are generally “gut level” positive and negative emotional reactions n  These are unconscious
  5. 5. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 Implications for branding and advertising n  What associations does your brand currently activate? n  What associations do you want to activate and deactivate with your advertising? n  How do we get there from here? n  What emotions does your brand or product currently elicit, and what do you want to elicit?
  6. 6. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n  Use reaction time to measure unconscious associative networks n  Use responses to words and images presented unconsciously to measure unconscious, gut- level emotional reactions n  Conduct your study in an environment that allows for large numbers of respondents you can get to quickly and efficiently: the Internet
  7. 7. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n  What’s on our minds (chronically or recently activated) grabs our attention unconsciously n  This simple fact gives us access to consumers’ reactions to brands, ads, logos, etc. n  A simple example: What color is this word printed in? n  RED n  A not-so-simple example: What color is this word printed in? n  RED n  It turns out that this works with any stimulus, not just colors
  8. 8. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 How do we apply this technique in practice? n  We present a message (e.g., storyboard, anamatic, rough cut, ad, promo, logo, cover) n  We work with brand managers to identify a set of words they hope are triggered or fear may be triggered n  The words are in color n  The respondent’s task is to ignore the word and instead simply click on its color n  If a word has been activated by your message (e.g., EXCITING), it will slow respondents down
  9. 9. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n  The old idea that subliminal suggestions like “Drink Coke” can be used as mind control is false n  But people do register images, words, and sounds unconsciously (outside of awareness) n  This presents a powerful tool for assessing gut-level emotional reactions to products, ads, logos, taglines, etc.
  10. 10. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n  Respondents focus on the center of the screen (an X) n  We present a stimulus at a fraction of a second (unconscious prime) n  Immediately afterwards we present a consciously perceived stimulus n  Respondents then answer a series of questions n  They think they are responding to the conscious stimulus
  11. 11. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n  Millward Brown asked us to help evaluate a tricky ad for Skoda, a car produced by Volkswagen in Europe n  Among other things, they were interested in whether the ad promoted positive emotional responses to the car n  We presented the Skoda ad on the Internet, followed by the Implicit Networks Test and the Implicit Emotions Tests
  12. 12. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  13. 13. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving Millward Brown Conscious Results: Link Enjoyment Top 1% Involvement Top 15% Branding Top 30% Memorability Top 10% Engagement Brand Associations Positive Emotion Top 10% Message (prompted) Top 20% MBUK Online Finished Film Norm Car Bakers Total
  14. 14. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 ž  We did not duplicate these results. ž  Our associations were mixed. ž  There were positive associations and negative ones, of apparently equal strength. ž  It was hard to make sense of.
  15. 15. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  16. 16. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n  Skoda was originally manufactured by an Eastern European company and was of inferior quality n  In fact, it was a joke in Europe n  Then VW took it over and remade it n  Consciously, people now saw Skoda as well built n  Unconsciously, those old enough to remember it as a joke retained negative associations towards it n  Gut level reactions do not go away easily n  Implications for Skoda: n  Market to younger consumers n  Emphasize the engineering for older consumers in an evocative way n  Address older consumers’ ambivalence: “This isn’t your grandfather’s Skoda”
  17. 17. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  18. 18. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 Ray Poynter The Future Place Joel Weinberger Implicit Strategies
  19. 19. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 For more information, please check out our website: implicitstrategies.com Or contact us via email at: jweinberger@implicitstrategies.com
  20. 20. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 A  presenta*on  from  the  NewMR  Neuroscience,   Biometrics  and  MR  Event  –  April  15  2011   The  sponsor  of  the  Neuroscience,  Biometrics  and  MR  Event  is  Zinc  Research   For  more  informa;on  about  Zinc  Research  visit  www.zincresearch.com   For  more  informa;on  about  NewMR  events  visit  newmr.org   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   ‘Emo;onal  and  Unconscious  Influences     on  Consumer  Behavior’   Joel  Weinberger,  Implicit  Strategies   Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

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