Neuromarketing & its essence

3. • CONTENTS
• What is Neuromarketing?
• How neuromarketing emerged?
• Purpose of Neuromarketing
• Neuroscience & Brain’s working system.
• The Methods used in neuromarketing
• Some researches on neuromarketing
• The Books & Authors related to neuromarketing
• Pros & Cons of Neuromarketing

4. • Neuromarketing is a field that claims to apply the
principles of neuroscience to marketing research,
studying consumers' sensorimotor, cognitive,
and affective response to marketing stimuli.
Researchers use technologies such as functional
magnetic resonance imaging (fMRI) to measure
changes in activity in parts of the
brain, electroencephalography (EEG) and Steady
state topography (SST) to measure activity in
specific regional spectra of the brain response;
sensors to measure changes in one's physiological
state, also known as biometrics, including heart
rate, respiratory rate, and galvanic skin response;
facial coding to categorize the physical expression
of emotion; or eye tracking to identify focal
attention - all in order to learn why consumers
make the decisions they do, and which brain areas
are responsible (Wikipedia)

5. • Neuromarketing is the application of neuroscience
to marketing. Neuromarketing includes the direct
use of brain imaging, scanning, or other brain
activity measurement technology to measure a
subject’s response to specific products, packaging,
advertising, or other marketing elements. In some
cases, the brain responses measured by these
techniques may not be consciously perceived by
the subject; hence, this data may be more
revealing than self-reporting on surveys, in focus
groups, etc. Roger Dooley

6. • Neuromarketing – Selling to the Old Brain for
Instant Success
Patrick Renvoise and Christophe Morin.
Neuromarketing is the study of how people's brains
respond to advertising and other brand-related
messages by scientifically monitoring brainwave
activity, eye-tracking and skin response.

7. P U R P O S E
• To better meet "unmet" market needs, connect and
drive "the buy".
• To inform the development of products and
communications - really to inform the brand's 4Ps &
services 7Ps
• To guide marketers to just the right product
designs, packaging and ad messages to boost
sales.
• To increase service quality in servicescapes
• To have better management of TQM

8. • HISTORY
• Firstly, Neuromarketing emerged in 1990s in USA
Then, it introduced in June 2002 by:
An Atlanta advertising firm: BrightHouse
For the creation of a business division using fMRI for marketing research
On the basis of neuroscience research
One manifestation of neuroculture
The premise:
 consumer buying decisions are made in split seconds in the subconscious, emotional part of the brain
Thus:
What we like, don't like, want, fear, are bored by, etc. is indicated by our brain's reactions to brand stimuli
HISTORY

11. • https://www.youtube.com/watch?v=_rKceOe-Jr0

14. 15% of human behaviour is conscious, 85% is subconscious.

15. Oursubconsciousmindisthemainfactorto
makea decisionaboutbuyingbehavior.
So,itishardtoexplainoursubconscious
decisions bymeansof ourconscious

16. From
thisview,itcanbesaidthatneuromarketing hasa
capabilitytomakeafairanalysisofproduct/service
/brandrelationship andithashighimportancefor
advertisors.
Duringpurchasingprocess, bymeansof
neuromarketing methods, ourbraincanbe
monitored andrealdecision makingstrategyand
motivations canbeexplained explicitly.

17. • Neuromarketing is examining how the brain works
during the buying process and what kind of
responses it gives.
• How does the Brain work?

28. • New brain thinks, processes the rational data, and
resonsible for intellectual continuums.
• Middle brain feels, processes emotions and feelings
coming from inside.
• Old brain makes the main decision and considers
the data coming from other two brain parts.

30. • Old Brain is the first developing part of the brain when
the fetus in the womb.
• Old Brain makes the decisions related to the survival of
the organism
• Old Brain has self-centered characteristics, and has no
emphaty and patience to the stimulus which don’t
provide any benefit or which are not responsible for its
survival.
• It is sensible to the conflicts.
• It is attentive to the beginning and end of sth.
• Waiting, by stimulating the reward center in the old
brain, provides to excrete dophamine,which serves as
neurotransmitter

31. • Old Brain reacts to visual stimulus.
• Optic nerves are much more speedy than acustic
nerves. It perceives quicker than high brain and
doesn’t recognize the words. It shows that visual
stimuli can create bonds with emotional stages.
• It makes decisions regarding reward and
punishment balance.
• Two main factors effecting our behavior and
decisions are hedonistic approach and avoidance
from pain.

32. • Besides the working mechanism of brain, there are some
neurons and hormones which are effective on the brain’s
mechanism, individual’s reactions and buying behavior
processes.
• Mirror Neurons: The neuron "mirrors" the behavior of the
other, as though the observer were itself acting. These
reacts to objects including certain movement. For example,
the reason of crying when we see an actor is crying in the
movie is due to from these mirror neurons,in deed.

33. • Our brain reacts as if we were doing these actions
ourselves.
• Imitation of other’s behaviours is resulting from
these mirror neurons.
• This tendency of behavior is coming from innate. It
can also be seen newborn’s actions and behaviours
• Mirror neurons explains that why we laugh when
we see someone joyful or why we wince when we
see someone is suffering.
• Do you aware of why you are yawning when
someone is yawning in front of you?

34. • Example: In UNILEVER, managers realized that when
someone is talking about itching, the other people in
the focus group start to itching their heads.
• Briefly, while we’re observing or reading that
someone is doing sth, we’re also doing the same
thing in our mind.
Considering the buying behavior, mirror neurons are
reflecting as imitating the same buying behavior. For
example, Apple’s headphones, GAP’s young and sexual
clothes are providing that people feel themselves when
they buy the same equipments and clothes, they would
seem as young as the dummies in the store
window.(Actually, they are buying an image or attitude)

35. • In SMILING TEST, it was seen that we could
remember the people whose behaviour and
attitude were positive, and buying behaviour would
be easier in this kind of environment.

36. The main reason of
coming into fashion of
Computer games such
as Guitar Hero 3, The
Simps, Second life is in
deed the mirror
neurons.

37. • When you become skilled to play a more difficult
melody in Guitar Hero,
• When you reach an upper level in Second Life,
• Your mirror neurons construct an emotional
connection between you and virtual reality.
• These kind of virtual tools are providing the same
pleasure in the mind with the real world.

38. • A clue, especially for service marketing:
• Mirror Neurons can evoke the same part of brain
with the scent and visual element which are
compatible to each other. Think that when your
eyes closed you heard that a paper was being torn. You
can understand that was a paper by visualizing it in
your mind by help of mirror neurons
Mirror Neurons don’t work without dophamine or
oxytosin which are effective on decision making process.
By releasing oxytosin, people are becoming more sharing
and nearer to more donating behaviour.
The response to the brand preference occurs in the
prefrontal cortex which executes the thinking and justice
process

39. • According to this information, the
effectiveness of a brand image in the brain is much
more stronger than the messages transmitted to the
brain by a sense of taste in the tongue.

40. • THALAMUS: One of the functions of thalamus is
to process the sensory information and to send to
the related part of the cortex. For instance, a visual
info comes from retina, goes to thalamus, then
processed in the related part of the brain.
The paths of all senses goes to thalamus as in the
example above, only scent follows a different path. It
has no relationship with thalamus. It directly goes to
AMYGDALA which is the center of the emotions.
• Due to amygdala is next to the memory center of
brain, scent impresses deeply.

41. • Scientists concluded that sports cars
activate the ventral putamen part which describes
the reward emotions in the brain. Ventral Putamen
also describes social predominancy and sexual
pleasure in the brain.
• In the experiments, subject’s same brain part was
activated when they saw a mini-cooper or a baby
face

42. • Warnings on the cigarette packets are stimulating
the NUCLEUS ACCUMBENS part of the brain and
the dophamin released in this region is building up
more desire.

43. • Having high loyalty brands are stimulating the same
part of the brain with the religious emotions
• Consumers are buying only 8% of product that they
are looking at.
• Purchasing process are different from culture to
culture.

44. METHODS IN NEUROMARKETING
• FMRI(FunctionalMagneticResonanceImagination)
• EEG(ElectroEnsaphaloGraph)
• WEB EEG
• SST(Steady State Typography)
• EYE TRACKING
• GALVANIC SKIN RESPONSE
• VOICE ANALYSIS
• FACIAL DECODING

52. • By analyzing the electric currents which are
comprimising the data coming from each
pieces of emotion, EEG gives us the
information of which part of brain is being
activated during the consumption process or
while the individual is observing any object
• Same kind of emotions are activating the
same part of the brain. For example, when
people from different culture are excited, the
same part of their brain is being activated.

54. Eye Tracking Technic measures sensitively and reports
the eye-pupils’ movements results.
During the buying process, this technic measures
where consumers looking at or while individual is
observing any object.
It is being used from the beginning of 1980s.

56. • In WEB EEG researches, by using eye tracking and
EEG equipments synchronically it is possible that to
reveal the users are looking at which part of the
web page and also, when they have in difficulty,
what kind of designs are attracting the users.
• WEB EEG helps to buyers about how to use the web
page, and brand name and logo to increase the
emotional affect in the mind of customer.

57. • Facial Decoding enables to measure the biometric
effects by interpreting the facial expressions.

61. In Voice analysis technic, it is possible to obtain the
data by analyzing the voice of customers when they
are reacting to stimuli.

76. • https://www.youtube.com/watch?v=StxLB6KDzK8

78. • PROS: One of the important features of
neuromarketing is to obtain much faster and more
reliable results with small sampling structure
comparing to the traditional researches.
• With the help of neuromarketing, systematic or
nonsystematic errors can be minimized in focus
group studies which are known as the most
effective research technic until now.
• In focus groups, if we consider that people are not
telling the truth most of the time, it is much more
understandable the need to use of neuromarketing
researches in the field.

79. • The cost is not so high than it is thought , even in
some projects, it is more cost-effective than
conventional research. The main reason of this
feature is to being possible to reach the certain
results with the small amount of data. Because
when the people’s same type of emotion is
triggered, their same brain part is being activated.
• It provides a guideline in a concise and clear way
for future communication strategies and brand
development.
• It can be used in many areas such as ads, movies,
brand perception, web sites,shop designs,
servicescapes, even in political party programmes
which are appealing to five senses.

80. • Neuromarketing doesn’t ask questions.
• It enables to exclude the disturbing parts or
creating loss of interest parts of the ads.
• Organizations may have benefit of cost-
effectiveness and efficiency of neuromarketing
methods.
CONS : Neuromarketing technics are being
discussed as not being manipulative.
Due to it is newly being started to use in Turkey,
sometimes researchers may hesitate to apply in the
field.

81. • In order to predict the success or failure of a
product or service, organizations would utilize more
than the conventional methods.
• with the increase in demand for neuromarketing,
its methods wold be cheaper and easier.
• This would help to be more common in the future
• for neuromarketing.