Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion

Neuromarketing & Web
Persuasion
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
Twitter: @rogerdooley
linkedin.com/in/dooley/
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

2004: NeuroscienceMarketing.com
2005: Blog: Neuromarketing

2011 - 2013 Brainy
@rogerdooley #brainfluence Marketing
Copyright 2013, Dooley Direct LLC

Evolution?
Enlightenment?


Honesty & Ethics
Very High/High

• Nurses – 85%
• Engineers – 70%

• Advertising – 11%
• Sales – 8%


CEO Trust
• CFOs – 90%
• CIOs – 90%
• CMOs – 20%


Why?


Most Marketing
& Sales
Money Is Wasted.


“Half my advertising is wasted…

“…if only I knew which half!”


95%
of New Products


98%
of Direct Mail

98%
of Sales Emails

93%
of Sales Calls

CEO Consumer


Iceberg: 88% Hidden
Mind: 95% Subconscious
(Lakoff & Johnson)

Psychology & Social Science

Stimulus Response
Brain

Neuroscience

Psychology Neuroscience Economics

Neuropsychology Neuroeconomics

Neuromarketing


Sensory
Logic


70%
Positive
40% Emotion
Positive
Emotion

Sensory
Logic

Web-based


Try a face reading demo:

rgr.cc/yzAd4K
(redirects to:
http://www.affectiva.com/affdex/#pane_tryit )


Forbes Consulting: Mindsight

Quick! This brand makes you feel…

(Concept only, NOT actual Mindsight images)


Implicit Association &
Latency Response


Latency Response

?

Latency Response

547 msec


Latency Response


Try an implicit association test:

rgr.cc/w82nR9
(redirects to:
https://implicit.harvard.edu/implicit/demo/ )


Caution: science still emerging


My Mission:


Cut marketing
waste –
even a little!


Bring
neuromarketing
to the
99%!

Neuroscience
Behavior Research Marketing
Research Studies

Actionable
Advice


Behavior Research


Neuro-Nudges


@rogerdooley #brainfluence Copyright 2013, | Daily Trojan LLC
Jonathan Zhang
Dooley Direct

Dog owners?

Pet parents?


Margaritas?
Sure, I’ll
have one!


Liking


Show common interests,
shared attributes with
your customer to create
“liking effect.”


Don’t bury these “liking
cues” deep in your site!


Important
Psychological
Research Tool:


$3

“California” Wine

• Ate more
• Came back more


“Expensive” Wine

• Tasted better
• Lit up brain more


Set high but realistic
expectations to improve
customer experience.


Socializing

image credit: jessicaswanson.com


The Ultimatum
Game

Ultimatum Game Results


Effect of Social Conversation


To increase sales and
negotiation success,
socialize first.


Use vivid, sensory,
emotional adjectives to
engage the brain.


The Doppelganger Effect

Brand Preference

Social
Personalization


The Doppelganger Effect

@rogerdooley
#AFD12 #Brainfluence

St. Bonaventure University
http://www.becomingextraordinary.net/
(Courtesy: Hobsons)

St. Bonaventure University
http://www.becomingextraordinary.net/
@rogerdooley #brainfluence Copyright 2013,(Courtesy: Hobsons)
Dooley Direct LLC

WunderlandMovies.de


Playboy:
http://youtu.be/isjPpbmnaYo

Amazing use of Facebook data:
http://www.takethislollipop.com/


Untapped opportunity:
Put your customer
in the ad.

@rogerdooley
@rogerdooley #brainfluence
#AFD12 #Brainfluence Copyright 2013, Dooley Direct LLC

Rudeness
&
Revenge


What canceled
rudeness effect?

@rogerdooley
@rogerdooley #brainfluence
AFD12 #Brainfluence Copyright 2013, Dooley Direct LLC

Apologies really DO
work. Apologize!


When you don’t apologize…


Major airline
vi

Via Brian Solis

Scarcity
Photo via Doniv.org

Vs.


Scarcity +
Social
Proof!

Creating Scarcity


Use SCARCITY to make
your offer more
attractive.


Scarcity on Steroids


FTW

Amp up SCARCITY
EFFECT by showing
decreasing
availability.


Selling
to
Guys?

Impatient &
Short Term
Emphasis
-Margo Wilson and Martin Daly

Take More Risks


Attractive
Photo =
-4% Loan
Interest Rate

Marianne Bertrand et al, 2005


Test

Source:
Ion
Interactive

Source: Ion
Interactive

Convert more men with
“mating triggers.”


Use simple fonts and
language to minimize
perceived effort.


If you remember
just one thing from
today…


Change is constant and
accelerating…


Communication
Huge Change in 50 Years


Media
Huge Change in 50 Years


Social
Mobile! Media!

Big Data!


Our Brains
NO Change in 50,000 Years!


Work with your
customer’s brain and
how it is wired!


Free Resources
Neuromarketing
Neurosciencemarketing.com/blog

Brainy Marketing
blogs.forbes.com/rogerdooley/

Inside Influence Report
influenceatwork.com
Dan Ariely Blog
danariely.com
Social Triggers Blog
socialtriggers.com

Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion

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