How psychology & neuroscience influence your food marketing strategy
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Presented at the M&C Allegra Foodservice #MarktingInFoodService Conference
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How psychology & neuroscience influence your food marketing strategy
- 1. Karen Fewell @DigitalBlonde How psychology & neuroscience influence your marketing strategy Karen Fewell @DigitalBlonde
- 2. Karen Fewell @DigitalBlonde It’s a photo of food to you…. But to me this resembles stories, memories and emotions
- 3. Karen Fewell @DigitalBlonde “Some of the best moments in life happen around a table when we are eating and drinking with people we love” @DigitalBlonde
- 5. Karen Fewell @DigitalBlonde What makes the meaning of the photo different for you and for me? @DigitalBlonde
- 7. Karen Fewell @DigitalBlonde Neuroscience: Neuroscience is the scientific study of the nervous system. The nervous system is the most complex organ system in the body, with most of the complexity residing in the brain Psychology: Psychology is the scientific study of the human mind and its functions, especially those affecting behaviour in a given context
- 8. Karen Fewell @DigitalBlonde BBQ Neuroscience @DigitalBlonde
- 9. Karen Fewell @DigitalBlonde Understand the Mindset #SMWFoodPsych @DigitalBlonde
- 10. Karen Fewell @DigitalBlonde@DigitalBlonde An average person makes more than 200 decisions about food every day, many of which are made unconsciously. @DigitalBlonde
- 11. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde Primal Emotional Rational Decisions @DigitalBlonde
- 12. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde Emotions are the driving force of many of our behaviours Your brain detects threat or reward
- 13. Karen Fewell @DigitalBlonde Threat Adrenaline Cortisol Karen Fewell @DigitalBlonde
- 14. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde Dopamine Oxytocin Serotonin These chemicals make us feel good and motivate us to continue on the task or behaviour
- 15. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde Parrots’ 2001 theory Parrot identified over 100+ emotions and conceptualized them as a tree structured list.
- 16. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde @ArtizianCaters Phil Howard 2 Michelin Star Chef The Square Nathalie Nahai The Web Psychologist Ed Butcher Square Meal Sam Michel Chinwag Client Team
- 17. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde @ArtizianCaters 1 2 3 4 5 The offline experience is much more sensory and immersive and results in more arousal The description version of the pictures is 3.0 Pictures only 2.7 3.6 The offline/real experience People's emotional reactions to the dishes are stronger offline
- 18. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde @ArtizianCaters Online people are more likely (29%) to have a neutral emotional reaction than in the real world (11%)
- 19. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde@DigitalBlonde@DigitalBlonde Twitter & Emotion • Nielsen Neuro analysed the brain activity of nearly 300 viewers as they watched live airings of eight primetime TV shows • @NielsenSocial then compared the results to minute- by-minute Twitter activity for the same shows • Found a strong correlation (79.5%) with neurological engagement, which was defined as a combination of emotion, memory and attention. • Twitter x TV activity is representative of how engaged general TV audiences are with programming.
- 20. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde Parrots’ 2001 theory. Parrot identified over 100+ emotions and conceptualized them as a tree structured list.
- 21. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde #FoodPornBook Do we crave the brand as much as the dish? Based on UK 6,447 tweets between 27th Jan 2014 – 28th April 2014 FEMALE 67% MALE 33% Crave Chicken FEMALE 69% MALE 31% Crave Nando's Food that is most likely to be mentioned when someone tweets about “craving Nando’s” 0 200 400 600 800 1000 1200 1400 Crave chicken Crave Nando's
- 22. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde
- 23. Karen Fewell @DigitalBlonde#SMWFoodPsych @DigitalBlonde LOVE JOY SURPRISE ANGER SADNESS FEAR #SMWFoodPsych @DigitalBlonde
- 24. Karen Fewell @DigitalBlonde Why? Brand Storytelling Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
- 25. Karen Fewell @DigitalBlonde Copyright Digital Blonde Ltd #FoodPorn Book To be published in 2016 Karen@DigitalBlondeMarketing.com Karen Fewell @DigitalBlonde
- 26. Karen Fewell @DigitalBlonde#FoodMarketingSchool @FoodClassroom @DigitalBlonde www.digitalblondemarketing.com
Editor's Notes
- What memory it recalls The story I can tell around it The emotions I feel
- This underpin everything we do in our businesses
- if one is detected the feeling region of the brain let us know through the release of chemical messages