What can we expect about Neuromarketing? The good the bad and the ugly of this new marketing research tool.

2. VIDEO

3. English presentation :
Neuromarketing : A New way of
Understanding the Consumer´s Mind
Dr. Javier Cervantes
Marketing Professor
Research Division
FCA; UNAM
Partner of Psyma Latina
February 26 ,2015

4. 4
The authors
Dr. Philipp Hillenbrand
Marketing expert and international consultant
Dr. Javier Cervantes A.
Marketing Professor and Researcher at DIFCA
UNAM
▪ European Manager of Marketing & Sales at McKinsey &
Company, Germany.
▪ Before: various management positions in companies of the
financial sector in Mexico, the United States and Germany
▪ Professor of the EGADE for strategy of Neuromarketing
▪ Graduated with honors of the doctorate of the FCA in the
UNAM
▪ Winner of the award for the best dissertation award of the
Mexican Academy of science
▪ Winner of the medal Alfonso Caso ,UNAM
▪ master's degree in marketing at the University of Sciences
and Applied prices in Munster Bachelor's
▪ Degree in business administration from ITESM
▪ Lecturer in various global forums
▪ Author of the Book "possibility of improving customer
loyalty"
▪ .
▪ . Bachelor and master in management of the FCA, UNAM
▪ Ph.D. in marketing from the University of Texas at Austin.
▪ Professor& researcher of the Doctoral Program in Business
administration .
▪ 35 years of experience in teaching (UNAM) and winner of
the Medal of Merit at UNAM.
▪ Elected as best Marketing professor at the Business School,
UNAM in 2014
▪ He has held various management positions in the industry
and in the public sector.
▪ Founding partner of Psyma Latina SA de CV
▪ Lecturer & Speaker at the EU, Central and South America.
▪ Visiting Professor at the University of Texas at San Antonio
as part of the UTSA/UNAM Exchange program.
▪ Articles in national and international journals.
▪ Tutor at the doctoral program at the UNAM from several
thesis including the one carried out on Neuromarketing.

5. Why an English Edition ?
First time the Business School FCA prints a book in
English.
The purpose is to extend the reach of UNAM to other non LATAM
countries
The command of English language has become essential for
getting a job in Mexico
To make available a textbook in English for the
Students at UNAM to understand marketing terms

6. Special Features of the English Edition
Better quality of paper impression
Color slides
New charts and better illustration in some of the chapters
Price vs. value of the book
Neuroscience terms are used with the original terminology
(fMRI)
You can practice English reading original marketing terms
A possible disadvantage is that it costs more but you can
download the PDF version at a reduced price .
BUT THE SAME CONTENT
IN BOTH EDITIONS !!
EL MISMO CONTENIDO EN
LAS DOS EDICIONES !!

7. HOW DID WE STARTED? : READING A NEWSPAPERS
ARTICLE ABOUT HOW STRONG CAR LOGOS IMPACT
CONSUMER´S MIND

8. • Index
•
• Chapter 1 - Understanding the needs of the consumer: a new prerequisite for
business survival
•
Chapter 2 - The future of marketing: your brain
•
Chapter 3 – The evolution of describing the purchase decision-making process
and consumer behavior
•
Chapter 4 - Traditional research techniques for studying the consumer, and
their shortcomings
•
Chapter 5 - Physiology-based techniques to study the consumer: the next step
•
Chapter 6 - Neuromarketing as reality: understanding the consumer for
competitive advantage
•
Chapter 7 - Ethics and neuromarketing
•
Chapter 8 - The future of marketing has already arrived

9. “Neuromarketing is a field of study
using neuroscience technology, such
as functional magnetic resonance
imaging (fMRI) and other techniques
, to see how people's brains respond
to advertising and other brand-
related messages”.
WHAT IS
NEUROMARKETING?

10. The purpose of Neuromarketing is not to manipulate
the brain of the consumer However ….

11. The video• https://www.youtube.com/watch?v=rEFKDPa
WfeQ

12. A study from a group at Baylor College of Medicine
published in 2004;
67 people had their brains scanned while being given
the “Pepsi Challenge”, a blind taste test of Coca Cola
and Pepsi;
50% choose Pepsi and Pepsi tended to produce a
stronger response than Coke in the brain's prefrontal
cortex (region thought to process feelings of reward);
When the subjects were told they were drinking Coke, ¾
said that Coke tasted better; their brain activity had also
changed.
The “lateral prefrontal cortex”, an area of the brain that
scientists say governs high-level cognitive powers, and
the hippocampus, an area related to memory, were now
being used, indicating that the consumers were thinking
about Coke and relating it to memories and other
impressions.
Results showed that Pepsi should have half the market
share, but in reality consumers are buying Coke for
reasons related less to their taste preferences and more
to their experience with the Coke brand.
Coke vs. Pepsi
Coke
vs.
Pepsi

13. …Is to listen better to what the
consumer is desiring .

14. • Each person receives three or four ads per minute, equivalent to some 2
million ads a year. "This is too much", says the guru of marketing, Philip
Kotler, who argues that the amount of received stimulus has generated a kind
of hatred by consumers towards the "invasive" companies.
• Outside boards , walls, buses, television, spectacular, radio, and Internet.
Everything is used for advertising, creating greater competition among
companies. Suffice it to say that at least 80% of the commercials on
television are destined to draw attention.

15. "FILTERING BRAND NAMES IN THE BRAIN":
MULTIPLE BRANDS COMPETE FOR OUR
ATTENTION

16. NUESTRO CEREBRO DEJA DE SER LA “CAJA NEGRA”

17. “THE GOOD THE BAD AND THE
SCARY THING ABOUT
NEUROMARKETING

18. NeuroMarketing
Outcomes
“THE GOOD”
• The knowledge provided by
NeuroMarketing will help
marketers create products
and services designed more
effectively and marketing
campaigns focused more on
the brain's response.

19. Understanding
Our Consumer Behavior
“THE BAD”
• Until now, most marketing, advertising and
branding strategies have been built on
qualitative and quantitative market research.
• The fact is, roughly 90% of our consumer
buying behavior is unconscious, and we can’t
actually explain our preferences, or likely
buying decisions, with any accuracy.
• So market surveys and customer focus groups
may be put at a dubious value.

20. Criticism of the current methodology on consumer
research
“The world has changed, but our methods to
understand the consumer have not”
“We remain confident still using ineffective research
techniques, and thus interpret badly acts and
ideas of consumers”
Gerald Zaltman, “Cómo Piensan los Consumidores” p.12, Ediciones
Urano, Barcelona, 2004

21. Is Neuromarketing a substitute for traditional market
research?
• Or a complement to traditional research
techniques …?.
• Neuromarketing serves to support the
veracity of the other methods as the
responses obtained in surveys or in focus
groups , confirming their results or validating
them with a physiological basis in addition to
the psychological.

22. NeuroMarketing
Main Concerns
“THE SCARY”
• In 2004 a number of studies were
published about the methodology
and these helped to raise debate
about the ethics of NeuroMarketing
research.
It should further the debate about
both the ethical application of
NeuroMarketing and its competent
practice.

23. Final Comments
 José Vargas, of the Institute of Cellular Physiology at UNAM,
explains that the images obtained by scanning brain are reliable,
however, warns that these techniques “could overstated for reasons
of marketing”
 Ethical considerations become more important each time to the study
of the human brain. There is no "buy button" in the consumer.
 Neuromarketing is not a panacea, but yes it will to help understand
and confirm what consumers tell us.
 New equipments to measure emotions are now being used in the
market such as eye tracking & facial recognition . We expect FMRI
will be less used in marketing research .
 It requires a multidisciplinary team for the application and
interpretation of the results (doctors, engineers, neuroscientists and
marketers).
 New discoveries about the brain will advance Neuromarketing
knowledge
 Consumers are "unique" and it is difficult to generalize results
based on small samples .

24. http://publishing.fca.unam.mx/product.php?id_product=466
• Get your book now at the bookstore here
or download it from the webpage.

25. New portable equipments will allow to measure
the feeling of joy or pleasure using the product.

26. ALSO OTHER Methods/Technology
• Biometrics
• Eye Tracking
• EEG
• fMRI

27. biometrics
• heart rate
• respiration
• Galvanic Skin Response

28. eyetracking

30. Electromagnetoencephalography
AKA EEG

31. functional Magnetic Resonance Imaging
AKA fMRI

32. Increased
blood flow

33. NEUROSCIENCES ARE ADVANCING AT A
FAST PACE
NEUROMARKETING WILL DO IT
ALSO…

34. PRESIDENT OBAMA UNVEILS THE BRAIN (BRAIN RESEARCH THROUGH
ADVANCING INNOVATIVE NEUROTECHNOLOGIES) INITIATIVE,

35. “BRAIN” INICIATIVE
• This initiative envisages bringing
together government agencies of us,
private foundations, and neuroscientists
in the common goal teams unravel the
operation of the human brain and build
a detailed map of its activity at the level
of each neuron (in the manner of the
human genome).

36. Thank you Very Much !!
ANY QUESTIONS?