The document discusses neuromarketing and how it can be used to understand consumer decision making. It explains that neuromarketing techniques like brainwave activity, eye tracking and skin responses can provide insights into how the rational, emotional and survival areas of the brain respond to products. Examples are given of how focusing advertising on the emotional, older areas of the brain can increase sales by appealing to concepts like gaining benefits and avoiding pain. Critiques of neuromarketing argue it could be used to brainwash or promote degraded products, while supporters see it leading to more effective advertisements targeted to specific products.

1. Ameya Wagle
Anshul
Talokar
Zubin
Tilwankar

2. Woodland
Bata
2

3. Why
What
How
Examples
7 Insights
Critique
3

4. W
H
Y
• Cult Like Following / Zero
Loyalty
• Why and how prospects
buy the products
• Highest priced / lowest
quality
Neuromarketing
4

5. W
H
A
T
Brainwave
Activity
Eye
Tracking
Skin
Responses
5

6. H
o
w
Diagnose the
Pain
Differentiate
your claims
Demonstrate
the Gain
Deliver to old
brain
6

7. H
o
wBRA
IN
The
Human
Brain
The
Mamm
alian
Brain
The
Reptilia
n Brain
• New / Outermost
Brain
• Logic, Learning,
Thoughts
The Human
Brain
• Middle Brain
• Emotions, Moods,
Memory
The
Mammalian
Brain
• Old Brain
• Basic Survival
functions
The reptilian
brain
7

8. H
o
w
Focus Group
Laddering
Survey
Choice modeling
Observation
fMRI
Facial coding
Voice Analysis
Eye tracking
Response
Latency
Zmet
8

9. E
X
A
M
P
L
E
9

10. E
X
A
M
P
L
E
10

11. 7 I
N
S
I
G
H
T
S
The old brain is driven by emotions
Old brain decides on basis of gain vs. pain trade-off
Old brain is highly influenced by beginnings and endings
Old brain is visually oriented and responds rapidly to images.
Old brain perceives the “Pain of Buying” in relative, not absolute
terms.
Old brain understands only what is tangible, physical & concrete.
Old brains control over buying decisions varies from culture to
culture.
11

12. C
R
I
T
I
Q
U
E
Supporters
• More effective
Advertisements
• Specific Products
Opponents
• Brainwashing
• Promotion of
degraded products
• Effective Political
Propaganda
12

13. Thank You . . .
An
y
13