NEUROMARKETING - Dissertation (English version, presentation only)

martes 30 de diciembre de 2014

Neuromarketing
VALENTÍN OLIVER FABREGA
Help or betray our senses?
Graduate in Business Administration & Management
Final Research Thesis-Project Career / Dissertation
July 2010
PhD. MARTA TENA LEÓN
Marketing & Advertising
IQS Faculty of Economics

Valentín Oliver Fabrega ©

๏ Introduction
Index
- Objectives
- Methodology
- Project structure

๏ Introduction
Index
- Objectives
๏ What is neuromarketing?
- Methodology
- Project structure

๏ Introduction
Index
- Objectives
๏ How does it work our brain?
- Methodology
- Project structure

๏ Introduction
Index
- Objectives
๏ Consumer perception
- Methodology
- Project structure

๏ Introduction
Index
- Objectives
๏ Systems and techniques to detect the brain and neurosensitive activity
- Methodology
- Project structure

๏ Introduction
Index
- Objectives
๏ Ethic: Does neuromarketing accomplish with the ethic and moral values?
- Methodology
- Project structure

๏ Introduction
Index
- Objectives
๏ Results
- Survey Results
- Interview Results
- Methodology
- Project structure

๏ Introduction
Neuromarketing
Index
- Objectives
๏ Results
- Survey Results
- Interview Results
๏ Conclusions
- Methodology
- Project structure

NeuromarketingValentín Oliver Fabrega ©

Objectives
Neuromarketing
Investigate different theories about neuromarketing and their scientiﬁc
contributions done the last years.
Evaluate the beneﬁts that marketing has with neuromarketing application
techniques. For this reason I had to evaluate the application of this system in the
next three business industries:

We can classify in two: theory and practice.
Automotive Industry
Mass consume hi-tech
Tobacco Industry

Neuromarketing

Methodology
Neuromarketing
Bibliographic System: fonts obtained from books, research papers as journals
with referee, journalism articles, academic papers, Festival Iberoamericano de la
Comunicación El Sol en San Sebastián, and material available in the internet.

Methodology
Neuromarketing
Theory bases: academic paper ’09 -’10 from the subject of human physiology,
Biology, Universitat de Barcelona.
Interview: collaboration with specialists, experts and professionals in
neuroscience. Along with a business standpoint.
- Instituto Neuroquirúrgico de Barcelona
- Mindmetic Ltd. (London, United Kingdom)
- Hospital Clínic de Barcelona
- Hospital Universitari Sagrat Cor
- Clínica Sagrada Família
- Neurobiomarketing Ltd. (Milano, Italy)

Methodology
Neuromarketing
Interviews: surveys on over 380 people, based in the investigation study
“Buyology” realized over 2.000 people and with an investment of 7M dollars.
Validation of the effectiveness and efﬁciency of neuromarketing.
- personal interviews (papers).
- interviews through the internet.
Martin Lindstrom
Buyology, 2008
http://www.esurveyspro.com/Survey.aspx?id=41243daf-4223-4d9e-9886-f622aee8ac0a

Work structure
Neuromarketing
Classify in 5 parts, plus the conclusions:
๏ Chapter 1. Neuromarketing concept.
๏ Chapter 2. Introduction in the neurosciences ﬁelds.
๏ Chapter 3. Techniques used to attract consumers and stimulate them
through marketing and advertising.
๏ Chapter 4. Consumer behavior and their attitude reactions.
๏ Chapter 5. Ethic and moral when applying neuromarketing systems.

INTRODUCTION
Neuromarketing
Where is the limit when decoding the most attractive colour, packaging, jingle or
shape for the consumers?
Are they able to know how and what consumers think when they buy their
products? It’s possible to “read” the mind of the consumer, know their
motivations, their desires and their purchase decisions?
The neuromarketing aims to reveal the answer to all these questions.

Neuromarketing
What is neuromarketing?

What is neuromarketing?
Neuromarketing
Is the application of the neurosciences to marketing. This involves any technology
or measurement system that allows to measure the brain activity from speciﬁc
stimuli made by products packaging, ads or other marketing elements.
Allows to ﬁnd out the attention levels of the patients, analyzing an ad second by
second and frame by frame. Also is able to track information about our brain when
we are buying.

Neuromarketing
How does it work our brain?

Neuromarketing

Neuromarketing
In this graph there are shown the main brain areas in which the stimuli is originated,
and also how the nervous system process is developed.
The brain is divided in two equal parts. Formed by four main lobes. These lobes are
responsible of processing different stimuli and thought.

Neuromarketing
Synapses: specialized intercellular junction between neurons. It carries out the
transmission of nerve impulses. Download chemical that causes an electric current
transmitted along the axon by transmitters, to other neurons, thus triggering a
reaction to a stimulus.

Neuromarketing
neurotransmitter
neurotransmitter receptor
axión
(neuron in the brain)

Neuromarketing
neurotransmitter
neurotransmitter receptor
Source: Valentín Oliver Fabrega
axión
(neuron in the brain)

Consumer perception
NeuromarketingValentín Oliver Fabrega ©

Consumer perception
Neuromarketing
“People don’t buy things because of what they do; they buy
things because of what they mean”
MICHAELR.SOLOMON
HaubSchoolofBusiness,SanitJoseph’sUniversityPhiladelphia,U.S.A.

Neuromarketing
How the consumer receive and process the feelings to then interpret the world
around that surrounds him.
Sensory Systems
- Exposure
- Attention
- Interpretation

Neuromarketing
Sensory Systems
- Exposure
- Attention
- Interpretation
Exposure Attention Interpretation
Eyes
Ears
Nose
Mouth
Skin
• Images
• Sounds
• Smells
• Flavours
• Textures

Neuromarketing
Sensory Systems
- Exposure
- Attention
- Interpretation
Exposure Attention Interpretation
Eyes
Ears
Nose
Mouth
Skin
• Images
• Sounds
• Smells
• Flavours
• Textures
Consumer perception

Neuromarketing
Systems and techniques to measure the brain activity

Systems and techniques to detect the brain activity and neurosensory
Systems and technologies used to detect the brain activity, neurosensory and
phiysic. These systems are the same that are used by the medical staff in patients,
for diagnosis and assessment of diseases of all kinds, in medical centers.
NeuromarketingSource: Valentín Oliver Fabrega

Neuromarketing
Ethics

Ethics
Neuromarketing
There are diverse opinions from experts from neurology, psychology,
neuropsychology and psychiatry. Faced with the wording of the question: Do you
think that the application of neuromarketing is ethical? I got responses that
approach the question from different points of view.
This is the case of R. Penadés Rubio and L.Hernández Pascual doctors,
psychiatrist and neurologist, respectively.
R.Penadés Rubio technique purpose
ethic
non ethic

Ethics
Neuromarketing
There are diverse opinions from experts from neurology, psychology,
neuropsychology and psychiatry. Faced with the wording of the question: Do you
think that the application of neuromarketing is ethical? I got responses that
approach the question from different points of view.
This is the case of R. Penadés Rubio and L.Hernández Pascual doctors,
psychiatrist and neurologist, respectively.
R.Penadés Rubio technique purpose
ethic
non ethic
L.Hernández Pascual technic non ethic

Ethics
Neuromarketing
1870 1890
AirplaneElectricity
Production
1876
Telephone
1886
Engine
Explosion
1896
X-ray
1905
Theory of
relativity
1913
Atom
structure
1928
Penicillin
1926
TV
1942
Nuclear
ﬁssion
1968
ARPANET -
Internet
2010
1867
Dynamite
According to the historical path of science and research, knowledge
development should proceed, so the trend continues, promotes and believes in
the potential of neuromarketing.
R. Penadés Rubio investigation
+ knowledge of the needs
+

Neuromarketing
Results

Survey results
Neuromarketing
People unconsciously attribute the front part of the car to human faces. The study
shows that the design of the front part of the Mini Cooper model arouse sympathy,
tenderness and affection to the consumers.
0
12,5
25,0
37,5
50,0
14
47
38
Smart For Two Volkswagen Polo Mini Cooper
Which of the following cars
arouse more sympathy or afﬁnity?

Survey results
Neuromarketing
People unconsciously attribute the front part of the car to human faces. The study
shows that the design of the front part of the Mini Cooper model arouse sympathy,
tenderness and affection to the consumers.
0
12,5
25,0
37,5
50,0
14
47
38
Smart For Two Volkswagen Polo Mini Cooper
Which of the following cars
arouse more sympathy or afﬁnity?
Which of the three car design do
you like the most?
Mini Cooper
62%
Volkswaguen Polo
27%
Smart For Two
11%

Neuromarketing
The sharp vision that conveys Apple, along with their philosophy,
design, quality, innovation, etc...turns into a valuable brand with no
competition .
Are you satisﬁed with the performance of the product purchased from Apple? Would
you like to buy more products of this brand?
No
11%
Yes
89%
No Yes
Survey results

Neuromarketing
The formulation of the third question is to get a sense of belonging to a group.
Apple conveys that on its consumers, using neuromarketing techniques. The brand
promotes a sense of membership, and is reﬂected in certain brand activities aimed
at indoctrinating their consumers.
As a consumer of Apple, do you feel part of a group, a philosophy, a different way of
doing things, more creative or original?
63%
37%
Yes
No
Survey results

Neuromarketing
The respondents who are smokers, most part of them chose Marlboro brand.
Coincidence or neuromarketing? Due to sponsorship from Marlboro on the cars of
Ferrari in Formula 1, studies indicate that the image of Marlboro is associated with
Ferrari, which is an indirect acquisition of the values (success, competition, speed,
attractiveness, sportsmanship) italian manufacturer sports car to the tobacco.
Which brand do you smoke? Assume just for a moment that you smoke, which brand
would you consume?
25%
75%
Camel
Marlboro
Survey results

Neuromarketing
In this question, we see how the respondents are able to intuitively discern what
warning would be more efﬁcient to avoid the consumption of snuff. We assume the
emotionally impact/shock that can cause an image in front of a sign composed of
letters.
Which warning is more effective? the message
labeled or the image?
4%
96%
Message labeled
Image
However, they are not aware that
that kind of warning message causes
the opposite effect, i.e., encourages
the consumption of snuff.
Survey results

Interview results
Neuromarketing
All the experts and specialists interviewed believe that the combination of
neuroscience, along with the tools of marketing (consumer psychology), provide
information and knowledge with scientific validity.
The possibility that the society will speak out against the practice of
neuromarketing applied by the companies, is an irrelevant fact because as in other
disciplines, will suffer a habituation process that eventually will not find opposition.
Even though not all professionals believe that the benefits will outweigh the harmful
effects that may involve neuromarketing, all of them recognize these systems will
help design and implement better tailor products and services that meet the needs
of consumers.

Interview results
Neuromarketing
EXPERTS IN EN NEUROSCIENCES

Interview results
Neuromarketing
MARKETING+NEUROSCIENCES = Scientiﬁc value1.

Interview results
Neuromarketing
2. = Opinions differETHICS
support
against

Interview results
Neuromarketing
2. = Opinions differETHICS
support
against
BUSINESS PROFESSIONALS
MARKETING+NEUROSCIENCES Client’s results optimization1. =

Neuromarketing
ADVERTISEMENT

Neuromarketing vs. Subliminal Advertisement
Neuromarketing
NEUROMARKETING
SUBLIMINAL
show a product in a subtle way
is unconsciously perceived by the consumer
automatically consumed
Science that studies the inﬂuence exerted
on our brains by the stimuli launched by the
companies.
ADVERTISEMENT

Neuromarketing
Thank you for your attention
Don’t hesitate to contact me for any questions

NEUROMARKETING - Dissertation (English version, presentation only)

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