I enjoyed working with Dustin Bearden on a breakthrough project where neuromarketing meets dating sites, such as POF, Badoo and Bumble. We had participants in our experiment utilize eye trackers in order to gauge initial reaction on regions of their brain. This gave us "heat map” based on what the participants saw upon the initial impression of images on these sites in order to see how a person makes snap-judgment decision on whether to swipe right or left. The 4 criteria we tested throughout this project were: social proof, text & visuals, innovative design, and consistency. We theorized dating sites that incorporated all four of these criterion tended to perform better than others.

1. The concept of this research is to look at defining the relationship
that neuromarketing has on dating website design and how it
influences consumers to use their resources. Most dating websites
understand the underlying motivations of their consumers including
companionship, seeking sexual partners, romance, freedom from
commitment, and ease of meeting new people (Clemens). As the
internet grows and becomes more complex, the importance of
design using neuromarketing techniques may become crucial for
website design in order to stand out from the competition to
potential consumers. Efforts to examine links between website
design and consumer interest are few. The outcome of this research
is to help bridge that gap. An eye tracker and other applicable
primary research will be used in the process.
Abstract
Methods
How can neuromarketers optimize dating
websites to attract customers
based on design?
Research Question
Results
Theories
Theory #1: Social Proof
• People respond well to it
• Bandwagon on past behaviors
• Stories relate to consumers
• Pictures increase trust
• Self Fulfilling Prophecy
Theory #2: Text and Visuals
• Numbers and Statistics
• Pictures (especially faces)
• Image anchoring near Call to Action
• Planting the seed/future projection
via visualizing
Participants
• 10 participants ages 18-24 (4 Females, 6 Males); ethnic variety
• The only restriction on our participants was the age range we
preset moving forward in the research. This provided a true
representation of college-age students’ preferences on dating
websites.
Materials
• Gazepoint Eye Tracking System
• Scaled Surveys
Procedure
To begin conducting the experiment, we calibrated the eye tracker
to each individual participant before gaining content from the
participants. Once the participants were calibrated, we provided
them brief instructions explaining that “once we click start record a
slideshow will begin with ten images at six seconds apiece. They
will be automatically played through and there is no need to click to
the next image.” Once the instructions were understood, we began
the slideshow and turned away from the participants to ensure
pressure of being watched did not affect their performance.
Once the eye tracker data was collected, we provided them a survey
asking them to rate on a scale of 1-10 how likely they would be to
use this resource. This information helps us determine whether the
design was ultimately successful. We allowed them to go back and
refresh their memory of each example when rating each example.
The surveys were all then collected anonymously and the
participants were free to leave the testing room. We thanked them
for their time and wished them well on their way.
Once all of the data was collected, we downloaded and saved each
individual heat map and the total heat map of all responses for each
homepage. We examined our findings of this graphical data and
verbally stated specific and interesting findings between the surveys
and the heat maps. Using secondary data, we will be able to analyze
and further define the causes behind the linkages of our recorded
data. This will then help us determine whether our hypothesis was
accurate at the beginning of the study.
Dustin Bearden and Shensen Gao
MKTG 4490: Neuromarketing
Neuromarketing Influences in the Dating Arena
90% OF ALL PURCHASE
DECISIONS ARE MADE
SUBCONSCIOUSLY
Built on
History
Visual appeal, ease of use, & usefulness
Higher correlations = More trust
Target the reptilian brain
Conversion rates and consumer actions
Theory #4: Consistency
• Color Scheme
• Visual flow for the eyes
• Good first impression
• What not to do; info overload &
visual flow
Theory #3: Innovative Design
• Novelty vs. familiarity
• Familiarity important for faces
• Novelty for trying something new
• Keep it realistic
• Reptilian Triggers; logical reasoning
Theory #4: ConsistencyTheory #3: Innovative Design
Theory #2:Text &VisualsTheory #1: Social Proof