Neuromarketing EmMeCon Talk

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Roger Dooley talks about neuroscience marketing at the Emerging Media Conference in San Francisco 2001. Download the presentation and/or watch videos from this and other presentations from EmMeCon at http://wappow.com/resources/videos

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Neuromarketing EmMeCon Talk

  1. 1. Your Social Brain<br />Emerging Media ConferenceJanuary 24, 2011<br />Roger DooleyNeuroscienceMarketing.comrogerd@dooleydirect.com<br />@rogerdooley<br />Copyright 2011 Dooley Direct, LLC<br />Some Stock Images via Shutterstock<br />
  2. 2. Neuromarketing<br />
  3. 3. @rogerdooley<br />
  4. 4. (from Deliver mail marketing magazine)<br />
  5. 5. No Mind Reading<br />No “Super-Ads”<br />No Buy Button<br />@rogerdooley<br />
  6. 6. Iceberg: 88% Hidden<br />Mind: 95% Subconscious (Lakoff & Johnson)<br />
  7. 7. Florida from are oranges <br />
  8. 8. wrinkle sunlight makes raisins<br />
  9. 9. sky the seamless gray is<br />
  10. 10. @rogerdooley<br />
  11. 11. From are Florida oranges <br />Sky the seamless gray is<br />Sunlight makes wrinkle raisins<br />
  12. 12. Priming<br />
  13. 13. Neuromarketing<br />
  14. 14. € $<br />
  15. 15. @rogerdooley<br />€ $<br />
  16. 16. fMRI: Brain Responds to Subliminal Images (Univ. College of London)<br />Support Wappow!<br />
  17. 17.
  18. 18.
  19. 19. GoDaddy Girl: 1Neuroscientists: 0<br />
  20. 20. TheUltimatumGame<br />
  21. 21. Ultimatum Game Results<br />
  22. 22. Effect of Social Conversation<br />
  23. 23. Impatient:Short Term More Important<br />-Margo Wilson and Martin Daly<br />
  24. 24. Bikini Pics:Worse Decisions<br />Journal of Consumer Research<br />
  25. 25. Attractive Photo =-4% Interest Rate<br />Marianne Bertrand et al, 2005<br />
  26. 26. Gender & Body Image<br />
  27. 27.
  28. 28. Simple<br />vs.<br />Complex<br />
  29. 29. Simple Fonts Convince<br />
  30. 30. Complex Fonts Imply Effort<br />
  31. 31.
  32. 32.
  33. 33. “That gets me really angry! Let’s tell Microsoft how bad their help system is.” <br />
  34. 34. Get on the same team!<br />
  35. 35.
  36. 36. Expert<br />
  37. 37. MatchEmotions<br />
  38. 38. Decoy Marketing<br />
  39. 39. Subscription Offer A$59 – Internet Only $125 – Internet & Print <br />From Predictably Irrational by Dan Ariely<br />
  40. 40. Subscription Offer A$59 – Internet Only (68)$125 – Internet & Print (32)Predicted Revenue – $8,012<br />From Predictably Irrational by Dan Ariely<br />
  41. 41. Subscription Offer B $59 – Internet Only $125 – Print Only $125 – Internet & Print <br />From Predictably Irrational by Dan Ariely<br />
  42. 42. Subscription Offer B$59 – Internet Only (16)$125 – Print Only $125 – Internet & Print (85)Predicted Revenue – $11,444<br />From Predictably Irrational by Dan Ariely<br />
  43. 43. More Decoy Marketing<br />
  44. 44.
  45. 45. @rogerdooley<br />
  46. 46. Reward vs. Reciprocity<br />
  47. 47. Reward vs. Reciprocity<br />
  48. 48. Reward vs. Reciprocity<br />Conversion Up 50+%<br />@rogerdooley<br />-Gamberini et al, 2007<br />
  49. 49. Your Social Brain<br />Emerging Media ConferenceJanuary 24, 2011<br />Roger DooleyNeuroscienceMarketing.comrogerd@dooleydirect.com<br />@rogerdooley<br />Copyright 2011 Dooley Direct, LLC<br />Some Stock Images via Shutterstock<br />
  50. 50. The Order Effect…<br />
  51. 51. Affects Orders!<br />@rogerdooley<br />2.5 x others<br />-Alexander Felfernig et al<br />
  52. 52. 2 ReasonsWhy Your Site Shouldn’t Suck <br />@rogerdooley<br />
  53. 53. User Stress up 50%<br />CA/Foviance Study<br />
  54. 54. First Impression<1 sec<br />

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