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Neuromarketing, arnaque ou réelle menace?

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Présentation donné le dimanche 2 Novembre 2014 au festival anti-pub de dépollution mentale "Le cerveau disponible."

Plus d'information: http://www.cerveau-disponible.fr/2014/

Published in: Education
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Neuromarketing, arnaque ou réelle menace?

  1. 1. Neuromarketing, arnaque ou réelle menace ? Guillaume Dumas Lille, 2 Novembre 2014
  2. 2. Credit: piensasosientes.blogspot.com Neuromarketing?
  3. 3. Définition Le neuromarketing est l’application des neurosciences cognitives au marketing et à la communication. Le but de cette discipline émergente est de mieux comprendre les comportements des consommateurs grâce à l'identification des mécanismes cérébraux qui interviennent lors d'un achat ou face à une publicité. Le neuromarketing désigne deux concepts étroitement liés : • l'étude, via les neurosciences, du fonctionnement du cerveau humain lorsque soumis à des stimuli qui peuvent être des marques, des produits, des odeurs, ou des publicités. • l'amélioration des outils de persuasion. Le term « neuromarketing » a été introduit par Prof. Ale Smidts en 2002. Source: Wikipédia
  4. 4. CC0 Wikipedia Neurosciences Cognitives? Bases et outils d’analyse du cerveau de la cognition
  5. 5. CC0 Wikipédia
  6. 6. CC0 Wikipédia
  7. 7. Quelques techniques issues de la psychologie: CC-BY-NC-NC Roger Price, Flickr
  8. 8. Quelques techniques issues de la psychologie: • Effet de contraste CC-BY-NC-NC Roger Price, Flickr
  9. 9. Quelques techniques issues de la psychologie: • Effet de contraste • Illusion de la rareté, de l’urgence CC-BY-NC-NC Roger Price, Flickr
  10. 10. Quelques techniques issues de la psychologie: • Effet de contraste • Illusion de la rareté, de l’urgence • Effet de répétition CC-BY-NC-NC Roger Price, Flickr
  11. 11. Quelques techniques issues de la psychologie: • Effet de contraste • Illusion de la rareté, de l’urgence • Effet de répétition • Appel à l’expertise (effet "À l’ancienne!”) CC-BY-NC-NC Roger Price, Flickr
  12. 12. Quelques techniques issues de la psychologie: • Effet de contraste • Illusion de la rareté, de l’urgence • Effet de répétition • Appel à l’expertise (effet "À l’ancienne!”) • Personnification, registre émotionnel CC-BY-NC-NC Roger Price, Flickr
  13. 13. Quelques techniques issues de la psychologie: • Effet de contraste • Illusion de la rareté, de l’urgence • Effet de répétition • Appel à l’expertise (effet "À l’ancienne!”) • Personnification, registre émotionnel • Le pouvoir du chiffre 9, des pulsions, CC-BY-NC-NC Roger Price, Flickr
  14. 14. Quelques techniques issues de la psychologie: • Effet de contraste • Illusion de la rareté, de l’urgence • Effet de répétition • Appel à l’expertise (effet "À l’ancienne!”) • Personnification, registre émotionnel • Le pouvoir du chiffre 9, des pulsions, • etc… CC-BY-NC-NC Roger Price, Flickr
  15. 15. “Oui, mais ça ne marche pas avec moi!” … C'est c'la oui! ! NOIR! VIOLET! ORANGE! BLEU! VERT ! ROUGE! JAUNE! VERT! VIOLET! ORANGE
  16. 16. Les neurosciences seront-elles au neuromarketing ce que la psychologie a été au marketing? Neuroéconomie: l'étude des mécanismes neurobiologiques de la prise de décision et des préférences/valeurs. Nudge: forme de "paternalisme bienveillant” qui vise à aider les citoyens à prendre des décisions qui améliorent leur vie sans attenter à la liberté des autres. CC-BY-SA Impact Hub, Flickr
  17. 17. CC-BY-NC-SA Michael Sauers, Flickr CC-BY SMI Eye Tracking, Flickr Eye Tracking
  18. 18. CC-BY-SA Wikipedia Credit: biopac.com Physiologie
  19. 19. CC-BY-NC-ND —Tico--, Flickr CC-BY-ND SMI Eye Tracking, Flickr Neuroimagerie fonctionelle
  20. 20. CC0 Une pseudoscience?
  21. 21. CC-BY-NC-SA mars_discovery_district, Flickr Pourquoi en parler alors?
  22. 22. Source: http://www.prnewswire.com/news-releases/nobel-prize-winner-dr- eric-kandel-joins-neurofocus-advisory-board-88544702.html CC-BY-NC-SA Dietmar Temps, Flickr
  23. 23. Un secteur en croissance… • 120 000 € pour une étude! • Clients: Kraft Food, Danone, L’Oréal, Colgate, Coca-Cola, Pepsi Co, Unilever, Mac Donald, Google, Microsoft, Facebook, Voyage SNCF, …! CC-BY Sean MacEntee, Flickr • >100 entreprises dans le monde: Etats-Unis: Affectiva, Buyology, FKF Applied Research, Forbes Consulting, Gallup & Robinson, HCD Research, Innerscope Research, Merchant Mechanics, MindSign, MSW Research, Neuro- Insight, NeuroFocus, NeuroSpire, Olson Zaltman Associates, One to One Insight, SalesBrain, Sands Research, Sensory Logic; Canada: True Impact Marketing; Brésil: Forebrain; Pologne: Institute of Sensory Analysis, Labiometrics; Belgique: Keystone Network; Luxembourg: Netway; Royaume-Uni: Mindlab International, Mindmetic, Neurosense, Realeyes; Pays-Bas: Neurensics; Chine: Brain Intelligence; Espagne: Emotion Explorer Lab, ADict; Italie: Synapsy, Olympos; …
  24. 24. Et pourtant… Loi relative à la bioéthique, révisée en juillet 2011:! ! "Les techniques d’imagerie cérébrale ne peuvent être employées qu’à des fins médicales ou de recherche scientifique, ou dans le cadre d’expertises judiciaires." ! Art.16-14 du Code civil
  25. 25. CC-BY-NC-SA Dan Mason, Flickr Ethiques et droits culturels
  26. 26. Des tendances… Neuroeconomics Neuromarketing Articles scientifiques Source: MEDLINE
  27. 27. Des tendances… Source: Google Trends
  28. 28. Extrait du rapport: Disponible en téléchargement gratuit sur: http://www.ohchr.org/EN/Issues/CulturalRights/ Pages/impactofadvertisingandmarketing.aspx
  29. 29. Mais le problème est bien plus large que le neuromarketing …
  30. 30. Analyses of Social Issues and Public Policy. doi: 10.1111/asap.12055 Credit: huffingtonpost.com/jeremy-harris-lipschultz Credit: opensource.com, Flickr
  31. 31. Mais que faire? Credit:
  32. 32. Réguler CC-BY-NC Thomas Hawk, Flickr
  33. 33. CC-BY-SA Lucélia Ribeiro, Flickr Éduquer à l'ésprit critique
  34. 34. Se protéger…
  35. 35. A télécharger sur add-art.org Se protéger…
  36. 36. Consommer engagé
  37. 37. Désobéir? CC-BY Mr Fix It, Flickr
  38. 38. “Soyez le changement que vous voulez voir dans le monde.” CC-BY-SA Doug Belshaw, Flickr (d’après pchapman12345)
  39. 39. Merci de votre attention. Contact! Blog: extrospection.eu Twitter: @introspection

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