NEUROMARKETING - Dissertation (English version, presentation only)

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Exhaustive research in which the pioneer medical of neurosciences team from Hospital Clinic de Barcelona, Hospital Sagrat Cor, Clinica Sagrada Familia have provided their background and research in this field; marketing professionals such as Mindmetic, Martin Linstrom; and contrasted with academic papers, journals with referee (i.e. AdAge, International Journal of Market Research, etc).

Research supervised and conducted by M.Tena, and done by Valentin Oliver (B.A. in IQS School of Management).

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  • NEUROMARKETING - Dissertation (English version, presentation only)

    1. 1. martes 30 de diciembre de 2014
    2. 2. Neuromarketing VALENTÍN OLIVER FABREGA Help or betray our senses? Graduate in Business Administration & Management Final Research Thesis-Project Career / Dissertation July 2010 PhD. MARTA TENA LEÓN Marketing & Advertising IQS Faculty of Economics martes 30 de diciembre de 2014
    3. 3. Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    4. 4. ๏ Introduction Index - Objectives - Methodology - Project structure Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    5. 5. ๏ Introduction Index - Objectives ๏ What is neuromarketing? - Methodology - Project structure Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    6. 6. ๏ Introduction Index - Objectives ๏ What is neuromarketing? ๏ How does it work our brain? - Methodology - Project structure Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    7. 7. ๏ Introduction Index - Objectives ๏ What is neuromarketing? ๏ How does it work our brain? ๏ Consumer perception - Methodology - Project structure Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    8. 8. ๏ Introduction Index - Objectives ๏ What is neuromarketing? ๏ How does it work our brain? ๏ Systems and techniques to detect the brain and neurosensitive activity ๏ Consumer perception - Methodology - Project structure Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    9. 9. ๏ Introduction Index - Objectives ๏ What is neuromarketing? ๏ How does it work our brain? ๏ Systems and techniques to detect the brain and neurosensitive activity ๏ Consumer perception ๏ Ethic: Does neuromarketing accomplish with the ethic and moral values? - Methodology - Project structure Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    10. 10. ๏ Introduction Index - Objectives ๏ What is neuromarketing? ๏ How does it work our brain? ๏ Systems and techniques to detect the brain and neurosensitive activity ๏ Consumer perception ๏ Ethic: Does neuromarketing accomplish with the ethic and moral values? ๏ Results - Survey Results - Interview Results - Methodology - Project structure Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    11. 11. ๏ Introduction Neuromarketing Index - Objectives ๏ What is neuromarketing? ๏ How does it work our brain? ๏ Systems and techniques to detect the brain and neurosensitive activity ๏ Consumer perception ๏ Ethic: Does neuromarketing accomplish with the ethic and moral values? ๏ Results - Survey Results - Interview Results ๏ Conclusions - Methodology - Project structure Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    12. 12. NeuromarketingValentín Oliver Fabrega © martes 30 de diciembre de 2014
    13. 13. Objectives Neuromarketing Investigate different theories about neuromarketing and their scientific contributions done the last years. Evaluate the benefits that marketing has with neuromarketing application techniques. For this reason I had to evaluate the application of this system in the next three business industries: We can classify in two: theory and practice. Valentín Oliver Fabrega © Automotive Industry Mass consume hi-tech Tobacco Industry martes 30 de diciembre de 2014
    14. 14. Neuromarketing martes 30 de diciembre de 2014
    15. 15. Methodology Neuromarketing Bibliographic System: fonts obtained from books, research papers as journals with referee, journalism articles, academic papers, Festival Iberoamericano de la Comunicación El Sol en San Sebastián, and material available in the internet. martes 30 de diciembre de 2014
    16. 16. NeuromarketingValentín Oliver Fabrega © martes 30 de diciembre de 2014
    17. 17. Methodology Neuromarketing Theory bases: academic paper ’09 -’10 from the subject of human physiology, Biology, Universitat de Barcelona. Interview: collaboration with specialists, experts and professionals in neuroscience. Along with a business standpoint. - Instituto Neuroquirúrgico de Barcelona - Mindmetic Ltd. (London, United Kingdom) - Hospital Clínic de Barcelona - Hospital Universitari Sagrat Cor - Clínica Sagrada Família - Neurobiomarketing Ltd. (Milano, Italy) Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    18. 18. NeuromarketingValentín Oliver Fabrega © martes 30 de diciembre de 2014
    19. 19. Methodology Neuromarketing Interviews: surveys on over 380 people, based in the investigation study “Buyology” realized over 2.000 people and with an investment of 7M dollars. Validation of the effectiveness and efficiency of neuromarketing. - personal interviews (papers). - interviews through the internet. Martin Lindstrom Buyology, 2008 http://www.esurveyspro.com/Survey.aspx?id=41243daf-4223-4d9e-9886-f622aee8ac0a Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    20. 20. NeuromarketingValentín Oliver Fabrega © martes 30 de diciembre de 2014
    21. 21. Work structure Neuromarketing Classify in 5 parts, plus the conclusions: ๏ Chapter 1. Neuromarketing concept. ๏ Chapter 2. Introduction in the neurosciences fields. ๏ Chapter 3. Techniques used to attract consumers and stimulate them through marketing and advertising. ๏ Chapter 4. Consumer behavior and their attitude reactions. ๏ Chapter 5. Ethic and moral when applying neuromarketing systems. Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    22. 22. NeuromarketingValentín Oliver Fabrega © martes 30 de diciembre de 2014
    23. 23. INTRODUCTION Neuromarketing Where is the limit when decoding the most attractive colour, packaging, jingle or shape for the consumers? Are they able to know how and what consumers think when they buy their products? It’s possible to “read” the mind of the consumer, know their motivations, their desires and their purchase decisions? The neuromarketing aims to reveal the answer to all these questions. Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    24. 24. NeuromarketingValentín Oliver Fabrega © martes 30 de diciembre de 2014
    25. 25. Neuromarketing What is neuromarketing? Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    26. 26. NeuromarketingValentín Oliver Fabrega © martes 30 de diciembre de 2014
    27. 27. What is neuromarketing? Neuromarketing Is the application of the neurosciences to marketing. This involves any technology or measurement system that allows to measure the brain activity from specific stimuli made by products packaging, ads or other marketing elements. Allows to find out the attention levels of the patients, analyzing an ad second by second and frame by frame. Also is able to track information about our brain when we are buying. Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    28. 28. NeuromarketingValentín Oliver Fabrega © martes 30 de diciembre de 2014
    29. 29. Neuromarketing How does it work our brain? Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    30. 30. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    31. 31. How does it work our brain? Neuromarketing In this graph there are shown the main brain areas in which the stimuli is originated, and also how the nervous system process is developed. The brain is divided in two equal parts. Formed by four main lobes. These lobes are responsible of processing different stimuli and thought. Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    32. 32. Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    33. 33. Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    34. 34. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    35. 35. Neuromarketing Synapses: specialized intercellular junction between neurons. It carries out the transmission of nerve impulses. Download chemical that causes an electric current transmitted along the axon by transmitters, to other neurons, thus triggering a reaction to a stimulus. Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    36. 36. Neuromarketing Synapses: specialized intercellular junction between neurons. It carries out the transmission of nerve impulses. Download chemical that causes an electric current transmitted along the axon by transmitters, to other neurons, thus triggering a reaction to a stimulus. neurotransmitter neurotransmitter receptor axión (neuron in the brain) Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    37. 37. Neuromarketing Synapses: specialized intercellular junction between neurons. It carries out the transmission of nerve impulses. Download chemical that causes an electric current transmitted along the axon by transmitters, to other neurons, thus triggering a reaction to a stimulus. neurotransmitter neurotransmitter receptor Source: Valentín Oliver Fabrega axión (neuron in the brain) How does it work our brain? Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    38. 38. NeuromarketingValentín Oliver Fabrega © martes 30 de diciembre de 2014
    39. 39. Consumer perception NeuromarketingValentín Oliver Fabrega © martes 30 de diciembre de 2014
    40. 40. Consumer perception NeuromarketingValentín Oliver Fabrega © martes 30 de diciembre de 2014
    41. 41. Consumer perception Neuromarketing “People don’t buy things because of what they do; they buy things because of what they mean” MICHAELR.SOLOMON HaubSchoolofBusiness,SanitJoseph’sUniversityPhiladelphia,U.S.A. Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    42. 42. NeuromarketingValentín Oliver Fabrega © martes 30 de diciembre de 2014
    43. 43. Neuromarketing How the consumer receive and process the feelings to then interpret the world around that surrounds him. Sensory Systems - Exposure - Attention - Interpretation Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    44. 44. Neuromarketing How the consumer receive and process the feelings to then interpret the world around that surrounds him. Sensory Systems - Exposure - Attention - Interpretation Exposure Attention Interpretation Eyes Ears Nose Mouth Skin • Images • Sounds • Smells • Flavours • Textures Source: Valentín Oliver Fabrega Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    45. 45. Neuromarketing How the consumer receive and process the feelings to then interpret the world around that surrounds him. Sensory Systems - Exposure - Attention - Interpretation Exposure Attention Interpretation Eyes Ears Nose Mouth Skin • Images • Sounds • Smells • Flavours • Textures Source: Valentín Oliver Fabrega Consumer perception Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    46. 46. NeuromarketingValentín Oliver Fabrega © martes 30 de diciembre de 2014
    47. 47. Neuromarketing Systems and techniques to measure the brain activity Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    48. 48. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    49. 49. Systems and techniques to detect the brain activity and neurosensory Systems and technologies used to detect the brain activity, neurosensory and phiysic. These systems are the same that are used by the medical staff in patients, for diagnosis and assessment of diseases of all kinds, in medical centers. NeuromarketingSource: Valentín Oliver Fabrega Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    50. 50. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    51. 51. Neuromarketing Ethics Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    52. 52. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    53. 53. Ethics Neuromarketing There are diverse opinions from experts from neurology, psychology, neuropsychology and psychiatry. Faced with the wording of the question: Do you think that the application of neuromarketing is ethical? I got responses that approach the question from different points of view. This is the case of R. Penadés Rubio and L.Hernández Pascual doctors, psychiatrist and neurologist, respectively. R.Penadés Rubio technique purpose ethic non ethic Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    54. 54. Ethics Neuromarketing There are diverse opinions from experts from neurology, psychology, neuropsychology and psychiatry. Faced with the wording of the question: Do you think that the application of neuromarketing is ethical? I got responses that approach the question from different points of view. This is the case of R. Penadés Rubio and L.Hernández Pascual doctors, psychiatrist and neurologist, respectively. R.Penadés Rubio technique purpose ethic non ethic L.Hernández Pascual technic non ethic Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    55. 55. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    56. 56. Ethics Neuromarketing 1870 1890 AirplaneElectricity Production 1876 Telephone 1886 Engine Explosion 1896 X-ray 1905 Theory of relativity 1913 Atom structure 1928 Penicillin 1926 TV 1942 Nuclear fission 1968 ARPANET - Internet 2010 1867 Dynamite Source: Valentín Oliver Fabrega According to the historical path of science and research, knowledge development should proceed, so the trend continues, promotes and believes in the potential of neuromarketing. R. Penadés Rubio investigation + knowledge of the needs + Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    57. 57. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    58. 58. Neuromarketing Results Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    59. 59. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    60. 60. Survey results Neuromarketing People unconsciously attribute the front part of the car to human faces. The study shows that the design of the front part of the Mini Cooper model arouse sympathy, tenderness and affection to the consumers. 0 12,5 25,0 37,5 50,0 14 47 38 Smart For Two Volkswagen Polo Mini Cooper Which of the following cars arouse more sympathy or affinity? Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    61. 61. Survey results Neuromarketing People unconsciously attribute the front part of the car to human faces. The study shows that the design of the front part of the Mini Cooper model arouse sympathy, tenderness and affection to the consumers. 0 12,5 25,0 37,5 50,0 14 47 38 Smart For Two Volkswagen Polo Mini Cooper Which of the following cars arouse more sympathy or affinity? Which of the three car design do you like the most? Mini Cooper 62% Volkswaguen Polo 27% Smart For Two 11% Source: Valentín Oliver Fabrega Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    62. 62. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    63. 63. Neuromarketing The sharp vision that conveys Apple, along with their philosophy, design, quality, innovation, etc...turns into a valuable brand with no competition . Are you satisfied with the performance of the product purchased from Apple? Would you like to buy more products of this brand? No 11% Yes 89% No Yes Source: Valentín Oliver Fabrega Survey results Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    64. 64. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    65. 65. Neuromarketing The formulation of the third question is to get a sense of belonging to a group. Apple conveys that on its consumers, using neuromarketing techniques. The brand promotes a sense of membership, and is reflected in certain brand activities aimed at indoctrinating their consumers. As a consumer of Apple, do you feel part of a group, a philosophy, a different way of doing things, more creative or original? 63% 37% Yes No Survey results Source: Valentín Oliver Fabrega Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    66. 66. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    67. 67. Neuromarketing The respondents who are smokers, most part of them chose Marlboro brand. Coincidence or neuromarketing? Due to sponsorship from Marlboro on the cars of Ferrari in Formula 1, studies indicate that the image of Marlboro is associated with Ferrari, which is an indirect acquisition of the values (success, competition, speed, attractiveness, sportsmanship) italian manufacturer sports car to the tobacco. Which brand do you smoke? Assume just for a moment that you smoke, which brand would you consume? 25% 75% Camel Marlboro Survey results Source: Valentín Oliver Fabrega Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    68. 68. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    69. 69. Neuromarketing In this question, we see how the respondents are able to intuitively discern what warning would be more efficient to avoid the consumption of snuff. We assume the emotionally impact/shock that can cause an image in front of a sign composed of letters. Which warning is more effective? the message labeled or the image? 4% 96% Message labeled Image However, they are not aware that that kind of warning message causes the opposite effect, i.e., encourages the consumption of snuff. Survey results Source: Valentín Oliver Fabrega Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    70. 70. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    71. 71. Interview results Neuromarketing All the experts and specialists interviewed believe that the combination of neuroscience, along with the tools of marketing (consumer psychology), provide information and knowledge with scientific validity. The possibility that the society will speak out against the practice of neuromarketing applied by the companies, is an irrelevant fact because as in other disciplines, will suffer a habituation process that eventually will not find opposition. Even though not all professionals believe that the benefits will outweigh the harmful effects that may involve neuromarketing, all of them recognize these systems will help design and implement better tailor products and services that meet the needs of consumers. Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    72. 72. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    73. 73. Interview results Neuromarketing EXPERTS IN EN NEUROSCIENCES Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    74. 74. Interview results Neuromarketing EXPERTS IN EN NEUROSCIENCES MARKETING+NEUROSCIENCES = Scientific value1. Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    75. 75. Interview results Neuromarketing EXPERTS IN EN NEUROSCIENCES MARKETING+NEUROSCIENCES = Scientific value1. 2. = Opinions differETHICS support against Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    76. 76. Interview results Neuromarketing EXPERTS IN EN NEUROSCIENCES MARKETING+NEUROSCIENCES = Scientific value1. 2. = Opinions differETHICS support against BUSINESS PROFESSIONALS MARKETING+NEUROSCIENCES Client’s results optimization1. = Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    77. 77. Neuromarketing ADVERTISEMENT Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    78. 78. Neuromarketing vs. Subliminal Advertisement Neuromarketing NEUROMARKETING SUBLIMINAL show a product in a subtle way is unconsciously perceived by the consumer automatically consumed Science that studies the influence exerted on our brains by the stimuli launched by the companies. ADVERTISEMENT Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    79. 79. Neuromarketing Valentín Oliver Fabrega © martes 30 de diciembre de 2014
    80. 80. Neuromarketing Thank you for your attention Don’t hesitate to contact me for any questions Valentín Oliver Fabrega © martes 30 de diciembre de 2014

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