1. Sex, Money, Love, and Stuff
Who knew the fun stuff in life had so much science behind it?
lit review compiled winter 2012

2.  We’ve known for a while that purchasing doesn’t
happen in a vacuum, that what we think is
determined by evolution, that advertising can
lead us to false conclusions, that falling in love
with your neighbor and your car can happen in
similar ways.
 With integration of new knowledge and
techniques, suddenly there’s science to back all of
this up.
 The name of this new field? Neuromarketing.
The Background

3.  This research, so far, has been
varied, sporadic, and as of yet not brought
together in a coherent review.
 Goal was to coalesce existing research into easy to
follow “introductory document” to
neuromarketing.
The Plan

4.  Research is available on
pleasure, value, purchasing, love, attachment, and
a variety of other angles.
 One approach considers the neuroscience- when
we behave in certain ways, what brain areas do we
use, and what does this mean?
 The other asks about the chemicals- how do
changes in brain chemistry relate to these ideas?
What about hormones and neurotransmitters?
The Big Ideas

5.  Introduction, big ideas.
 Brain areas -> big ideas (pleasure, value, etc.) ->
the brain areas now implicated in each
 Brain chemistry-> testosterone, estrogen.
 Conclusion/Future Research
The Approach

6.  Technology- it appears that neurologically, we’re
not quite addicted to our iPhones, but we may be
in love.
 Men – give them an ugly car to drive, and
suddenly, they’re not so manly.
 Drinking – when a $5 wine just tastes a lot better.
 Bodily Functions – on the value of investing while
you have to go to the bathroom.
The Teasers that Make You Want to Read
the Rest

7.  This type of knowledge has the potential to
fundamentally change how we think about
strategy and insight and how we counsel
companies to go to market or build existing share.
 This is a field that’s being explored in greater
detail every year. What will tomorrow’s research
change about how we think about business and
marketing?
The Implications

8.  Read it.
 Talk to me about it: john.k.carvalho@gmail.com
The Plan